Understanding digital media and design principles
Understanding Digital Media
- Digital media refers to data in a digital format. It encompasses different forms of information such as text, images, audio, video and interactive content.
- Digital media technologies include computers, smartphones, digital cameras, and the internet, all of which offer means for production, distribution, and consumption of digital content.
- Content Management System or CMS, such as WordPress and Drupal, allow individuals and organisations to create, manage, and modify digital content without needing specialised technical knowledge.
- Digital media can be infinitely replicated with perfect quality. This characteristic is known as non-loss degradation.
- Understand the concept of resolution (measured in pixels or DPI - dots per inch) and the difference between raster and vector graphics. Raster graphics are made up of pixels and can lose quality when enlarged. Vector graphics are created with mathematical formulas and can be scaled indefinitely without losing quality.
Digital Design Principles
- Design principles provide guidelines for the arrangement of elements on a page or screen, which help to communicate effectively with the audience. The key principles include balance, contrast, emphasis, rhythm, and unity.
- Balance refers to the distribution of visual elements in a design. It can be symmetrical (equal weight on both sides) or asymmetrical (visual weight is unevenly distributed but still balanced).
- Contrast aids differentiation and makes features stand out in a design. This can be achieved through the use of differences in colour, size, typography, and space.
- Emphasis involves making one element more dominant than others in a design to draw attention. This could be achieved through variations in size, colour, texture, or shape.
- Rhythm, like in music, uses patterns of repeated elements to give a sense of movement and can create a feeling of consistency, tension, or excitement.
- Unity ensures that all individual parts of a design work together as a whole. It can be achieved by maintaining consistency in colour scheme, font, and layout, or following a common theme.
- Hierarchy is a principle that ranks elements according to their importance. It can be created through size, colour, position or use of space.
- Proportion refers to the relative size and scale of elements in a design. The golden ratio and rule of thirds are often used in design to achieve pleasing proportions.
Colour Theory in Digital Design
- Primary, secondary, and tertiary colours, along with their complimentary colours form the colour wheel.
- Different colour models such as RGB (Red, Green, Blue) and CMYK (Cyan, Magenta, Yellow, Key/Black) are used in digital and print media respectively. RGB is an additive colour model used for digital screens, while CMYK is a subtractive model used for print.
- Colour harmonies, such as monochromatic, analogous, complementary, and triadic create intuitive and visually engaging designs.
- Colour psychology plays a crucial role in design as different colours can evoke different emotional responses.
Typography in Digital Design
- Typography enhances readability and the overall aesthetic appeal of a design. It includes selection of typefaces, size, line length, spacing and emphasis (bold, italic).
- Understand the difference between serif, sans-serif, script, display, and monospace fonts and when to use them.
- Be aware of typographic concepts like kerning (spacing between characters), leading (vertical spacing between lines of text), and tracking (adjusting the spacing throughout the entire word).
- Understand the principles of legibility (how easy it is for people to recognize characters in a typeface) and readability (how easy it is to read words, phrases, blocks of copy such as a book page).