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236: II'nMI. Visual Design: Layout. Using Pixels to Communicate. EBU Emphasis Focal point (where to look first) Hierarchy of interest Balance Equilibrium of elements Unity Harmony among all elements Working together as a whole. Emphasis. - PowerPoint PPT Presentation
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236: II'nMI
Visual Design: Layout
Using Pixels to Communicate
EBU
EmphasisFocal point (where to look first)Hierarchy of interest
Balance Equilibrium of elements
Unity Harmony among all elementsWorking together as a whole
Emphasis
Yeah, sure, emphasize by contrasting hue, size, value, shape, proximity/isolation etc. But what about ...
Emphasis by Placement?Hot spots in visual compositions:
Top left for western readers in a textish contextCenter (can have stasis/balance issues)Rule of Thirds
Emphasis by Direction?Use the Gestalt Continuance principle
Emphasis by Cognitive Relevance?Face (esp. eyes), your name, current preoccupation
Unite (1971, Barbara Jones-Hogu)
No emphasis?No differentiation.All dull flat texture.
Emphasis
Mini-Brainstorming: Other ways to emphasize visual elements ... ?
Besides: placement, direction, cognitive relevance.
Balance
Use symmetry sparingly!It can work for or against you:
It can weaken the dynamic motion in an imageBeing compellingly off-balance keeps viewers engaged
It can formalize the image, add power to itThink: Stanley Kubrick, Tibetan sand mandalas, wedding invitations
Use grids liberally!They can help lots with alignment/continuance, as well as proportion, all key for achieving balance.
GridResult
Balance equations
Unity
Unity is one of the primary goals in visual designIt's the U of EBU (Emphasis, Balance, Unity)
A visual design exhibits unity when:All its various elements feel like they belong there.
To paraphrase Jonathan Ive: When the design seems so perfectly apt that it seems inevitable. Why would anyone design it any other way?
Things that help infuse a design with unity:Consistency (visual and conceptual)ContinuitySimplicity, restraint, minimalismEmphasis, balance, and dominanceFollowing your beloved Gestalt principles
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