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factfile1.4 Design Basics


ABCGraphic products like the ones in the 'Picture perfect?' activity are constructed from different elements like text, image, colour. Each element plays a part in their success or failure. These are the building blocks of any design and the way images are combined with other elements affects the impact of the message.

Three fundamental principles to consider when considering how images are used in different products and when creating your own designs are: form, colour and concept.

AForm – refers to the relationship between the different elements used in the design such as images, typography (or text/font) and empty space (often called 'negative space' or 'white space' by designers and artists). Form is the composition or layout of the whole product. The composition should attract attention and make it easy for the viewer to get the message. Your eye should be directed from the main element (which is often the largest component), through to the least important (which is often the smallest item). This is called a 'visual hierarchy'; meaning that the words and pictures are organised by size and prominence, as well as by their relationship to each other. Elements that are related should be linked visually and the most important elements must be
emphasised so that they get the message across.

BColour – plays an important part in establishing a mood, adding variety and giving a sense of 3D space to a design. Colours also convey meanings, which change in different cultures, and provoke emotional and psychological responses in the viewer.

CConcept – is the idea or the thinking behind the design. It is the designer's answer to the problem set by the design brief.


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