'Design principles' are rules that designers use to create a sense of unity in their creations. 'Design elements', on the other hand, are the basic elements that designers use to construct their designs. The main elements included in design elements are line, colour, texture, size, shape, brightness and margins, which are available in almost all design and prototyping tools.
Design principles and design elements work in a complementary way to each other and help designers who want to create well-crafted, user-friendly designs.
Seven design principles
There are many approaches and ideas that can be utilised in design work, but here is a brief introduction to seven important basic principles that form the basis for these.
Unity.
Design usually consists of a combination of many parts. The principle of 'unity' in graphic design means that no one aspect is more important than another. In other words, a design is considered unified when all parts complement each other and share the same brand message.
It is very difficult for designers working alone to achieve design unity. In many cases, the resulting design tends to be more like a combination of fragments, without a sense of the whole picture. It is easier to produce a unified design when designers collaborate as a team from the outset.
Emphasis
Designing with 'emphasis' can direct users to see the most important information first and help them understand what they are looking at. For example, highlighting a company's key services in the homepage title will ensure that visitors to the site know exactly what they can expect to get from the company.
Apple's homepage is a good example of this. As shown in the image above, the latest products and the most important information about them are displayed at the top of the page. This is deliberately designed to draw users' attention to the latest products.
Hierarchy.
The visual organisation of a website or app is a major determinant of what users get out of the experience. An organised visual 'hierarchy' creates an understandable flow to the design and improves usability. When determining the hierarchy, a good method is to assess the importance of the elements and arrange them in order of importance.
Ideally, the design should have clear guidelines for hierarchy: users of a website or app generally scroll from top to bottom, so it makes sense to put the most important information at the top of the page. In the example of Apple's homepage mentioned earlier, the latest high-spec iPhone is placed at the top of the page, with older products below it. Apple clearly wants to sell more of the latest models. The page structure is designed to support this goal.
Without a hierarchy, users would be confused. Confused users may leave the site without making a purchase or stop using the app in frustration. Designing with a clear hierarchy is important to avoid losing users.
Scale
'Scale' is the size and proportion of a design as it appears on screen. Getting the scale of a design right is an often-overlooked but important principle. Scaling images down to fit a small screen or enlarging text to fit margins are examples of this.
White space is an empty area that creates boundaries and gaps between elements. White space plays a major role in scale. It also keeps elements from becoming overcrowded, giving a sense of unity to elements while maintaining the principles of hierarchy and emphasis.
Padding and white space may seem superfluous, but they play an important role in making everything easier to read, scroll through and understand. Without space around the elements being displayed, users will be confused.
Contrast.
Like objects in the physical world, all objects in graphic design have weight. The heavier a design object is visually, the more it attracts the viewer's attention. Size, shape and 'contrast' can be used to add visual weight to objects. Contrast is one of the basic design principles.
Contrast is created by the difference between two elements on the screen. For example, placing black text on a white background can create visual contrast. Contrast can be used to emphasise one element on the page from the other, as can be seen from the fact that contrast is closely related to other principles. Repetition.
Another important design principle is repetition. This principle is involved when one or more design elements appear repeatedly within a page or throughout a site. When designing complex and large projects, certain elements can be repeated to achieve familiarity and ease of understanding.
Familiar design not only creates visual appeal, but also helps build trust with users and establish the brand. Different types of repeated elements can be used, e.g. icons, colours, etc.
This principle also creates consistency in design. In the image above, you can see that although each slide has a different design and purpose, they are interrelated. Repeated use of colours, elements, icons, images and style combinations serve to link the whole.
When building a design system, it is important to create a style guide to clarify the colours, fonts and logos to be used in the project. Ideally, a style guide should be prepared for each project to ensure uniformity, especially when working in large teams.
Rhythm.
'Rhythm' is a word often used in music, but it is present in almost everything in the world, including paintings, products and architecture. Rhythm can create different emotions and can express a wide range of feelings, from relaxation to excitement. In graphic design, rhythm is created by the placement of elements and the spacing between elements. Rhythm can be created, for example, by the repeated placement of certain elements throughout a site or app.
When design principles can be ignored
If you want to create a unique design, you need to do something different, something unique. But how can you achieve this if everyone follows the same design principles? Breaking the rules can be a safe area to stray from, but in some cases it is possible to make such choices to achieve a particular goal.
For example, you might break some rules to achieve a design that is more creative than practical. In the example below, the rules of hierarchy and scale are not followed. However, the end result is very attractive.
Week 6 :
We learned how to improve the animation scene, drawing, perspective animation. Also we learned about the story board.
Storyboards are indispensable in the field of animation production.
They are also used in TV dramas, films and promotional video shoots, which also deal with moving images, as they enable the content of animations to be conveyed concisely to the actual production staff and the client.
What is a storyboard?
A storyboard is a picture of the cut layout of a film, including the movements of the characters and camera positions.
Storyboard comes from continuity, meaning a picture that becomes a series of images.
The job of the storyboard is to think about the structure.
The role of the storyboard is to express the entire composition in pictures that are easy to understand.
Although storyboards are often drawn by a director or a person specialising in storyboarding, called a storyboard man, some directors may draw the storyboards themselves in detail.
A storyboard is a blueprint for the entire animation, so the structure of each cut must be expressed in pictures so that everyone can understand it.
The main structures used in storyboards are
Next, let's take a look at the structure used in storyboards.
There are two main types of storyboard structure: 'kiyo-tansetsu' and 'genbaku-bakyu'.
As the name suggests, kiyo-tansetsu is a structure that divides the beginning and end of a story into four parts: kiyo, shou, tô, tô and kyû.
The beginning and ending of a story is not very different from the beginning and ending of a story.
It is a structure in which the start - end of the story is divided into three parts: 序,破 and急.
Therefore, the difference between Ki-Ro-Sei-Kyū is whether the whole story is structured into four or three parts.
And if we look at the finer details, there are also three types of structure
chronological (i.e. from the beginning of the story to the end of the story)
Pull to lean
Action or reaction
Timeline.
If a storyboard suddenly jumps to the past or to the future in a single storyboard, it will be difficult to understand, so storyboards are basically drawn in chronological order.
This is important to make the storyboard easy for anyone to understand the development of the story.
Pull to lean
A pull is a cut seen from a distance, while a close-up is a cut seen from close up.
By alternately weaving in and out of pull and leaning, it becomes easier to see who is doing what and where.
The basic flow is to start with a pull shot and then move on to a close-up shot.
This is easier to understand if you think of it as a cut where you get closer and closer to the characters.
However, if you use too much alternation between close-up and close-down shots, the screen will switch too often and the viewer will become tired.
This delicate balance is where the storyboard artist shows his or her skill.
Action and reaction
As the name suggests, this is used to depict characters performing actions and reactions.
Simply put, this means alternating between a character who has some action in the cut and a character who reacts to that action.
For example, if a character is shown talking in an animation, then another character is shown responding to what is said.
Storyboards are created by alternately drawing reactions to actions like this.
It is used in many scenes where characters talk to each other, making it easier for people involved in the work to refer to the work.
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