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White Space: Also referred to as negative space, this refers to the space left behind on a design that does NOT have any graphic elements placed inside
of it. Beginning designers often feel uneasy about using white space because it feels like a missed opportunity. However, this empty space can be used to
show that two things are unrelated by creating distance. This helps readers navigate your design better. The second reason to use white space is to put all
of the focus on the subject of the design. It all comes back to one important concept: Keep it simple.
A non-example of using white space
In the space below, create a non-example of using white space
based on the good example of using white space in the coke ad.
An example of using white space effectively. Notice how it
works to bring in focus on the product.
An example of using white space effectively. Notice how it
works to bring in focus on the product.
Contrast: Contrast has to do with how different elements are from one another. The basic principle of contrast is that the more differe nt two things are,
the more they stand out. Common sense, right? The moon stands out in the black night sky because it is bright and white and the sky is dark and black.
Color is one important way that we create contrast. There are about six different ways that you can create contrast in your design, displayed below.
See, contrast is easy-peasy lemon-squeezy. Now it is your turn to try it. In the box below, you see a neighborhood. Everything looks the
same except the blank space. What a perfect canvas for creating contrast! Using some of the contrast strategies listed above, create a house
that is in high contrast to the houses around it.
Using size: Bigger may not always mean better, but it does
act in design like yelling does in real life. Now if you yelled all
the time, people would stop listening to you. In design, when
you make something big, you are telling your viewer that it is
very important. If you make everything big, it’s like yelling all
of the time and it loses its effect. It comes back to visual hierarchy. As the designer, you determine what is most important by varying the size of objects and text so that the big
things are the most important things.
Vary the size of this text in the box on the right to make the
most important text the largest text and signify importance.
You may use other design elements, like color and images if
you would like a more complex design.
Your design
The Pet Store
Now Open
236 East Street
Open 9:30-5:30
Using repetition, in a good way: I went over this a few times while you were working on your magazine, but let’s take a minute to make this big-picture.
In your design, you want things to feel related, like they belong together. If you stick a dark and depressing article in the middle of your happy cooking magazine, you’ve missed your mark. Everything doesn’t need to be identical, but you do want some similar design elements carried throughout your whole
design. This could include using the same fonts throughout, using a consistent color palette, using consistent design elements such as frames and borders,
and using consistent design concepts like a lot of white space. You may need to view the PDF version of this file to notice the colors in the design below.
Looking at the website on the left, what design elements are repeated? Explain fully
how the web designer used repetition to create a ‘related’ feel to the site.
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Color Theory: Using color in your design is not as easy as it sounds. Color can be messy. Color can be distracting. Colors can clash. Howe ver, color theory
is here to help! Based on the color wheel, there are a few rules that will give you colors that look beautiful together.
Monochromatic colors: To use a monochromatic color scheme, you just need to pick one color. “Mono” means one, referring to the single color you will
be using in your design. You can use any shade (Your color + levels of white) of that color in your design and it will go together. In the boxes below, create a
4-shade monochromatic scale for your favorite color. For example, If you start with red on the left, you should end with a pink shade on the right. You can
achieve this effect by pressing decreasing the pressure on the crayon or pencil you are using and lightening the shade as you go.
Analogous colors: These are any three colors that sit side-by-side on the color wheel. Using the color wheel posted online, select three analogous colors
and display them below.
Complimentary colors: These colors sit on the opposite sides of the color wheel. Select two complimentary colors and display them below.
A good thing to remember is that there are millions of people out there creating designs. They have found beautiful colors that work fantastic together. I’m
going to go against everything your teachers have ever told you: Copy them. In the real world, we need each other. You will not have great design if you
refuse to look to others for inspiration and guidance. Copy the great designers and you will become a bit more like them each time. Eventually, you will
have your own voice that speaks through your designs. But all artists steal, and that’s okay. It is a natural part of the creative process.
In other words, the psychology of color
Applying the psychology of color & color theory: Select an option from below to demonstrate your understanding of the use of color in
design. You need to use at least two colors in your design AND your design needs reflect the mood you are trying to set.
*A reminder that I am looking to see that you understood the concepts of color, not if you draw really well or not.
Option 1: Your client is decorating their living room in their new
beach house. They need some help decorating to create a peaceful and positive space. Use the space below to sketch out a plan
that would help them achieve this look, using at least two colors
in your design. Using two shades of the same color is acceptable.
Option 2: You heard a noise under your bed. You look down to
find a monster has moved in. This monster is bold and impulsive.
In the space below, show me what your monster looks like, using
at least two colors in your design. Using two shades of the same
color is acceptable.
Explain how you used color theory and the psychology of color in your design:
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All together now: In this last assignment, you need to combine what you know about negative space, contrast, size, repetition, and color
to create a show advertisement for your favorite band. If you would like, you can invent your own band. The mood of the poster should be
reflective of the performer’s music type. Your poster needs to include the bands name, where they are performing and when. You may include other information if you would like.
Explain how you applied the different design concepts to the poster. If you chose not to apply a design concept, explain why.
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