Design is so simple. that’s why it’s so complicated.
The key to a beautiful design is to follow certain guidelines. From a technical point of view, there are two fundamental rules.
Alignment It allows you to arrange elements in a way that matches how people naturally scan a page.
It helps balance your composition so that it’s visually appealing.
It creates a visual connection between related elements.
It is all about organizing elements relative to a line or margin (real or invisible).
Edge Edge alignment naturally positions elements against a margin that matches up with their outer edges.
Ex:
center Center alignment places design elements so that they line up with one another on their center axes.
Ex:
Positioning the rule of thirds This technique is most commonly used in photography.
Divide the canvas into nine equal sections.
The resulting grid helps you choose where to place your design elements.
The formed lines should offer a clear definition of the most important aspects of the piece, creating a pleasing image.
Examples in Photography: http://tinyurl.com/oa26e63
The golden ratio A common mathematical ratio found in nature and mostly used in art.
It creates an image by following the Fibonacci sequence (yes, there can be math too in design!).
Divide the rectangle into a square and a smaller rectangular. Repeat it on the new rectangular, each time using the shortest length to create the square.
Examples in Art and Architecture: http://tinyurl.com/zs5pdmm
the Diagonal scan
Primary Optical Area
Strong Follow Path
Reading gravity pulls the eyes from the top-left to the bottom-right of the layout
Weak Follow Path
Terminal Area
On the aesthetical side of design, there are some invisible guidelines that transmit certain feelings to the viewer
Pattern An arrangement of alternated or repeated elements such as lines, shapes, colours, motifs etc.
Contrast It combines opposite elements (light vs. dark, smooth vs. rough, small vs. large etc.) in order to create a visual impact.
Emphasis Used to make certain parts of a layout stand out. It creates the center of interest or focal point.
movement The way the elements are organized to lead the eye through the image. It can also create the feeling of rythm/ action.
Balance A distribution of visual weight (symmetrical or assymetrical) on either side of a vertical axis.
Unity The arrangements of elements that gives the viewer the sense that everything fits together as a whole.
Once you get familiar with these rules, it can be fun & interesting at the same time to try to break them in a visually exciting way!
Homework
If you had the chance to make your own book, what would it look like? Following the principles listed above and making use of your awesome creativity and aesthetic sense, I would like you to create a cover of your imagined book (front and back too). The main purpose of this task is to get you familiarised with the function Guides (found in every design program). Your book cover should consist of:
Front: the title with or without a headline the name of the author (you, I suppose) the publisher
Back: a short description of the book/ a review/ quotes from the book the publisher And, of course, a design layout created by you. Have fun with this task, you can either make it funny, sad, artistic, SF, whatever floats your boat.
Good luck!
Useful links Tutorials on Guides and Smart Guides https://www.youtube.com/watch?v=YHDtE5Mko6g https://www.youtube.com/watch?v=btPWT_nqmZU https://www.youtube.com/watch?v=btPWT_nqmZU
More on Design Principles: http://learndesignprinciples.com/ http://learndesignprinciples.com/ http://tinyurl.com/hg9o9k6
More on Book Covers: http://tinyurl.com/zruhucv http://tinyurl.com/gtklvpn http://bookcoverarchive.com/ http://tinyurl.com/qjdcorr