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The visual communications program is one of the oldest humanities disciplines. Visual messages began with ancient cave paintings and evolved into high-tech graphics. Visual communications shape our perception, interpretation, and opinion of the world. Visual communications is design, Photography, illustration, typography, and many other categories used to communicate ideas. The basis of all visual communication programs is the four design principles to create visual interest.
ProximityBecause physical closeness implies a relationship, the proximity principle states to group related items together. Connect intellectually everything on the page and arrange information consciously. Remember that white space is an important part of proximity, to organize information. AlignmentThe alignment design principle states to connect visually every item on the page with something else on the page. Find a strong alignment or create one, and consider the message that different alignments send; how they make you feel. The goal of alignment is to create unity. Break an alignment only as a conscious effort and with a purpose. RepetitionThe repetition principle states that using repetition creates consistency. Repeat a design element throughout the piece; however, repeat elements consciously and do not overdo it. Repetition adds visual interest to a design. When repeated throughout, consider how a simple colorful square adds interest. ContrastThe contrast principle is the most effective way to add visual interest to a design. Contrast draws the eyes to the piece. For contrast, use large type with small type, thin lines with thick lines, warm colors with cool colors, or horizontal elements with vertical elements. There are many ways to create contrast. Use design elements that are really different to create effective contrast. For example, choose a script typeface and combine it with an extra bold, san serif typeface.These design-principle descriptions are a short introduction to the rules of design, which is the basis for all visual communication programs. Combine the four design principles to create a piece with exceptional visual interest.
REFERENCE:
Williams, R. (2008) (The non-designer’s design book: Design principles for the visual novice, 3rd ed. (pp. 15–80). Berkley, CA: Peachpit Press
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