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Paul Trani ptrani@adobe.com www.paultrani.com @paultrani
DESIGN FUNDAMENTALS for Developers
Thefundamentalsofgraphicdesignforscreens
• Adobe Flash Platform Evangelist • Lynda.com and Layers Magazine author • Adobe Certified Instructor • Art school graduate
Work
Love
Ride
Play
PAUL TRANI
“There are only 10 kinds of people in the world. Those that know binary and those that don't.”
“5 out of 4 designers have a problem with fractions.”
AGENDA
• Understand the fundamentals of graphic design for screens
WHY SHOULD I CARE?
• Understanding design will help you be a better developer
• Developers with design skills are in demand
DO’S AND DON’TS
Design Don’ts • http://bouncebargainrentals.com • http://www.html5zombo.com
Inspiration • http://www.designmeltdown.com • http://www.mobileawesomeness.com • http://www.thefwa.com • http://patterntap.com • http://quince.infragistics.com • http://www.designupdate.com
PLANNING
First, define what you’re trying to do.
PLANNING
First, define what you’re trying to do. bEtsy, we want to sell you stuff you don’t need.
PLANNING
Next, determine your audience.
PLANNING
Next, determine your audience. Men and women between 18-35.
Unique individuals that crave attention and have money to burn.
PLANNING
The audience determines what needs to be created.
PLANNING
The audience determines what needs to be created. Audience has a laptop and a mobile phone.
TWO RULES BEFORE DESIGNING
RULE 1
Don’t use design programs.
RULE 2
It’s all about leading the eye.
RULE 3
There are no hard and fast rules.
DESIGN FUNDAMENTALS
Layout Grid, Golden Ratio, Space, Balance, Variety, Hierarchy, Direction
Typography Serifvs.Sans
Color Color Wheel, Color Choices, Meaning
DESIGN FUNDAMENTALS
Typography Serifvs.Sans
Color Color Wheel, Color Choices, Meaning
GRID Start with a
RULE OF THIRDS
• Dividing a page into 3 rows and 3 columns • The eye naturally follows this “F” shape
Layout Design AIR App: www.paultrani.com
MOBILE = ONE COLUMN
BETSY
GOLDEN RATIO
The
THE GOLDEN RATIO
• Proportion defined as 1.618 • Found in nature, art and architecture
1.618 1
FibonacciNumbers
THE GOLDEN RATIO IN LAYOUT • Overall Width / 1.618 = Content Block • Overall Width – Content Block = Sidebar Block
OverallWidth
ContentBlock1.618
SidebarBlock1
BETSY
ELEMENTS OF A GOOD LAYOUT
SPACE
Implies importance, elegance, and professionalism.
SPACE
• Don’t try to be great, try to be invisible
“Perfection is achieved not when there is nothing left to add, but when there is nothing left to take away”
Antoine de Saint-Exupery
SPACE
WalMart Target
h"p://www.kennethcole.com
BETSY
BALANCE gives a clear, unified message.
SYMMETRICAL BALANCE
SalvadorDali–TheLastSupper
h"p://www.cnn.com
h"p://www.mobilewebbook.com
h"p://www.bbc.co.uk
h"p://www.hbo.com
BETSY
Variety Variety Variety VARIETY VARIETY
VarietyVARIETYVariety variety variety variety variety
variety Variety
VARIETY
• Gives visual and conceptual interest • Too much and the design will appear
amateurish • Too little and the design will appear boring
“Variety is the spice of life.”
JoanMiro–BlueII(surrealism)
h"p://www.webdesignerwall.com
h"p://www.hawkart.com
BETSY
HIERARCHY A well designed project has
HEIRARCHY
• A clear starting point that guides the viewer through the design
• Separate the most important element • Group the less important elements
“Heirarchy does not refer to upper management.”
h"p://www.semisture.com
BETSY
DESIGN FUNDAMENTALS
Layout Grid, Golden Ratio, Space, Balance, Variety, Hierarchy, Direction
Serifvs.Sans
Color Color Wheel, Color Choices, Meaning
Typography
• Choose a font that fits the subject • Don’t use more than three • @font-face
TYPOGRAPHY
“Typography has one plain duty before it and that’s to convey information in writing.”
Emil Ruder, Founder of Basel School of Design
• Two main types: – Serif fonts have short finishing lines on strokes – Sans-serif lack Serifs and and are considered
modern as a result.
CHOOSING A FONT
Contrast
Size
Hierarchy
MAKE IT LEGIBLE
FONT STRUCTURE
• There are different type classifications, • Understand type anatomy • Understand type measurements. • Use the Font Picker.
h"p://www.wesEn.com
h"p://www.toysrus.com
BETSY
DESIGN FUNDAMENTALS
Layout Grid, Golden Ratio, Space, Balance, Variety, Hierarchy, Direction
Typography Serifvs.Sans
Color Color Wheel, Color Choices, Meaning
COLOR
• Use color to create hierarchy, dominance, and balance.
• Consistent use of a few colors makes a more cohesive design.
“Use color to emphasize importance, not decorate a page.” Alexander White
COLOR
• The Color Wheel • Warm colors bring elements forward. • Cool colors move elements back. • Kuler
DongKingman
IN ACTION
Paul Trani ptrani@adobe.com www.paultrani.com @paultrani
THANK YOU
h@p://www.designmeltdown.comh@p://www.mobileawesomeness.comh@p://pa@erntap.comh@p://quince.infragisEcs.comh@p://www.designupdate.com
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