Design Basics

Design for Non-Designers

Anish Adalja
University Technology Office

Nina Kulhawy
Provost Communications Group
Design is everywhere.
DESIGN - What is Design?
Goal of design

 Catch their attention

 Provide the information
 Guide the viewer
LIKE
LIKE
I ❤ pink
& orange
Elements

 Line
 Color
 Texture
 Typography
Line
Line

Marian Bantjes: Print Magazine Cover JUL/AUG 2006

Line

David Hellsing: CSS Zen Garden, Contemporary Nouveau

Line

Veerle Peters: Geeky Dog

Color
Color

Hue

Value

Saturation
Color

R G C M

B Y K

light ink
Color
Color
Color is relative

Color is cultural

Color is emotional
I ❤ pink
& orange
Color

Jordi Romkema: CSS Zen Garden, Pretty in Pink

Color

Fritz Klaetke, Art Director: Dance month 1995

Color
Texture
Texture
Texture
Texture
Texture

designsensory: http://www.knoxville.org/
Typography
Typography Typography Typography
Typography Typography Typography

Typography Typography Typography Typography

Typography Typography Typography

Typography Typography Typography Typography

Typography Typography typography

Four score and seven years ago
our fathers brought forth on this continent a new nation, conceived in
liberty and dedicated to the proposition that all men are created
equal!

Now we are engaged in a great civil war,

testing whether that nation or any nation so conceived and so
dedicated can long endure! We are met on a great battlefield of that
war! We have come to dedicate a portion of that field as a final
resting-place for those who here gave their lives that that nation
might live! It is altogether fitting and proper that we should do this!
But in a larger sense, we cannot dedicate, we cannot consecrate, we
cannot hallow this ground! The brave men, living and dead who
struggled here have consecrated it far above our poor power to add or
detract! The world will little note nor long remember what we say
here, but it can never forget what they did here!
Four score and seven years ago
our fathers brought forth on this continent a new nation, conceived in liberty and dedicated
to the proposition that all men are created equal.

Now we are engaged in a great civil war,

testing whether that nation or any nation so conceived and so dedicated can long endure.
We are met on a great battlefield of that war. We have come to dedicate a portion of that
field as a final resting-place for those who here gave their lives that that nation might live. It is
altogether fitting and proper that we should do this. But in a larger sense, we cannot
dedicate, we cannot consecrate, we cannot hallow this ground. The brave men, living and
dead who struggled here have consecrated it far above our poor power to add or detract.
The world will little note nor long remember what we say here, but it can never forget what
they did here.
Typography

Visual Communications Senior Class 2005 and

2007 : School of Design Senior Show
Elements

 Line
 Color
 Texture
 Typography
Principles

 Balance
 Rhythm
 Proportion
 Dominance
 Unity
Balance

Symmetry
Balance

Asymmetry
BALANCE - Symmetrical
BALANCE - Symmetrical
BALANCE - Asymmetrical
BALANCE - Radial
Rhythm
RHYTHM - Regular
RHYTHM - Flowing
RHYTHM - Flowing
Proportion
PROPORTION - Intro
PROPORTION - Intro
PROPORTION
PROPORTION
Dominance
DOMINANCE
DOMINANCE
DOMINANCE
Unity
UNITY
UNITY
Yea, but where do I go for…

 photos?*
Istockphoto.com
Stockxchange
ASU’s Image Folio
ASU Library University Collection

 color palettes?
Color Scheme Generator
Color Blender
Color Palette Generator

*use photos legally all the time, http://www.creativecommons.org

Yea, but where do I go for…

 the latest design news?

AIGA
Speakup
Be A Design Group
Design Observer

 ASU’s info?
Communication Guide
ASU Designers Blog
I want more!

 Books, Magazines
Communication Arts Magazine
DIY: Design It Yourself by Ellen Lupton
History of Graphic Design by Phillip Meggs
How Design Magazine
The Non-Designer's Design Book by Robin Williams

 Websites
http://www.lynda.com
http://graphicdesign.about.com
Design Basics

Design for Non-Designers

Anish Adalja
University Technology Office

Nina Kulhawy
Provost Communications Group