Level 2 Digital Media Cambridge Technical

Basic design principles (composition, color, typography)

BASIC DESIGN PRINCIPLES

Composition

• Rule of Thirds: Divide your design into thirds horizontally and vertically. Position important elements along these lines or at their intersections.

• Visual Hierarchy: Use size, colour, contrast and proximity to make important elements stand out and to guide the viewer's eye through the design.

• Balance: Ensure your design feels balanced by distributing elements, colours and textures equally. There are two primary types of balance: symmetrical (elements are mirroring each other) and asymmetrical (different elements are balanced due to their visual weight).

• Alignment: Aligning design elements can help create an orderly, less chaotic design. It also helps create a connection between various elements.

• Contrast: Contrast, especially when used correctly, can change the way viewers interpret your whole design. It can be achieved with colours, shapes, sizes, etc.

Colour

• Colour Theory: Understanding of primary, secondary and tertiary colours, and how to use them to create a variety of colour harmonies.

• Colour Psychology: Different colours evoke varied emotions and responses. Understanding this helps you choose colours that communicate your intended message.

• Colour Schemes: Monochromatic (different shades of a single colour), analogous (colours next to each other on the colour wheel), complementary (colours opposite each other on the colour wheel), and triadic (three colours equally distant from each other on the colour wheel).

• Brightness and Saturation: Brightness defines how light or dark a colour appears, and saturation defines the intensity of a colour. Adjusting these aspects can greatly impact your design.

Typography

• Types and Styles of Fonts: Serif, Sans Serif, Display, Handwritten, and Decorative. Each has its own use and feel.

• Font Size: Determined by the importance and desired visibility of text. Headlines should be the largest, sub-headlines smaller, and body text the smallest.

• Line Spacing and Kerning: Line spacing is the vertical distance between lines of text, while kerning is the space between individual characters. Both are crucial for readability.

• Font Pairing: Using two or more different fonts in a single design. The key to successful font pairing is to find fonts that complement, not compete with each other.

• Colour and Contrast in Typography: Use contrast in type colours to make text stand out, and to guide the viewer's eye. You should also ensure your text colour is accessible and easily readable against your background colour.