Digital Workshop Center Introduction to Design Fundamentals

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1 Digital Workshop Center Introduction to Design Fundamentals RELATED CLASSES CONSULTING SERVICES Introduction to Design Fundamentals Digital Workshop Center.com 1

2 About Digital Workshop Center SKILLS, not degrees. DIGITAL WORKSHOP CENTER WAS founded in 2006 and is a locally-owned independent computer training school offering classes on almost all major software programs, desktop applications, business solutions and advanced computer training concepts. Hands-on, personalized training with small class sizes Instructors have 10+ years of computer training experience Training solutions for class sizes from one individual and up to 50+ employees Flexible scheduling and location options Introduction to Design Fundamentals Digital Workshop Center.com 2

3 Class Outline Class Outline: 1. Introductions 2. Understanding art vs design 3. Understanding of basic design principles and elements 4. Examining layout constructs 5. Reviewing marketplace examples of design, branding, and re-branding 6. Color theory in design 7. Typography to tell your story 8. Q+A Introduction to Design Fundamentals Digital Workshop Center.com 3

4 Art vs Design Introduction to Design Fundamentals Digital Workshop Center.com 4

5 What is graphic design? "art of visual communication through the use of text, images, and symbols" Introduction to Design Fundamentals Digital Workshop Center.com 5

6 Art vs Design Introduction to Design Fundamentals Digital Workshop Center.com 6

7 Be the Amplifier! Introduction to Design Fundamentals Digital Workshop Center.com 7

8 Is it a good solution for your customer (not you)? Introduction to Design Fundamentals Digital Workshop Center.com 8

9 What are the 3 aspects of graphic design? Introduction to Design Fundamentals Digital Workshop Center.com 9

10 What are the 3 main aspects of graphic design? 1. Layout What are the principles and elements that create a good design? 2. Typography 3. Color Introduction to Design Fundamentals Digital Workshop Center.com 10

11 Design is about problem solving We are ALL problem solvers You are usually pressed for a deadline and have to think of ideas fast! Use divergent thinking to create a large pool of possible solutions Use convergent methods to edit and focus the pool to the most viable option, then start to build it. Start with a sketch. Create a plan and execute it. Introduction to Design Fundamentals Digital Workshop Center.com 11

12 5 E s of successful design 1. Effective 2. Efficient 3. Engaging 4. Easy to Use 5. Error Tolerant Introduction to Design Fundamentals Digital Workshop Center.com 12

13 Principles & Elements of Design What are they? Principles of design are the concepts. They affect content and message. Elements of design are the parts. They structure and carry the work. Introduction to Design Fundamentals Digital Workshop Center.com 13

14 Primary & Support Principles Introduction to Design Fundamentals Digital Workshop Center.com 14

15 Primary and Support Principles Primary Principles (affect the design as a whole) Unity Variety Hierarchy Dominance Proportion Balance Support Principles (affect the internal relationships of a design) Scale Emphasis Rhythm Movement Proximity Repetition Introduction to Design Fundamentals Digital Workshop Center.com 15

16 Primary Principles Primary Principles affect the design as a whole. Thought of as the unseen forces that cause interaction between the elements. Introduction to Design Fundamentals Digital Workshop Center.com 16

17 Unity / Variety The viewer needs to be able to understand what he/she is seeing Create a sense of unity through organization of the compositional parts. Unity is the control of Variety. Introduction to Design Fundamentals Digital Workshop Center.com 17

18 Hierarchy / Dominance Hierarchy is the established order, importance, and emphasis given to visual elements. From those that are dominant to those that are subordinate. A designer must manage the size, placement and balance of the elements so that the viewer can read the image and extract the intended meaning. Question to ask yourself of every design: Where does the users eyes go first?. That is the dominant element. Introduction to Design Fundamentals Digital Workshop Center.com 18

19 Hierarchy / Dominance Introduction to Design Fundamentals Digital Workshop Center.com 19

20 Hierarchy / Dominance Introduction to Design Fundamentals Digital Workshop Center.com 20

21 Hierarchy / Dominance Introduction to Design Fundamentals Digital Workshop Center.com 21

22 Hierarchy / Dominance Introduction to Design Fundamentals Digital Workshop Center.com 22

23 Proportion - The size relationships within a composition. Proportion refers to the relative size and scale of the various elements in a design. The issue is the relationship between objects, or parts, of a whole. This means that it is necessary to discuss proportion in terms of the context or standard used to determine proportions. Introduction to Design Fundamentals Digital Workshop Center.com 23

24 Proportion - The size relationships within a composition. Introduction to Design Fundamentals Digital Workshop Center.com 24

25 Proportion - The size relationships within a composition. Introduction to Design Fundamentals Digital Workshop Center.com 25

26 Proportion in Layout - The size relationships within a composition. The Golden Mean A system based on ratios, often seen in nature. Expressed in visual relationships. A visually appealing way to create a layout of your design. A starting point, but not the only way to design. Golden Mean = Approx 1.61 to 1 Introduction to Design Fundamentals Digital Workshop Center.com 26

27 Proportion in layout - The size relationships within a composition. The Golden Mean Introduction to Design Fundamentals Digital Workshop Center.com 27

28 Proportion in layout - The size relationships within a composition. The Golden Mean Introduction to Design Fundamentals Digital Workshop Center.com 28

29 Proportion - The size relationships within a composition. Rule of Thirds Divide your image into 9 sections evenly. The theory is that if you place points of interest in the intersections or along the lines that your photo becomes more balanced and will enable a viewer of the image to interact with it more naturally. Studies have shown that when viewing images that people s eyes usually go to one of the intersection points most naturally rather than the center of the shot using the rule of thirds works with this natural way of viewing an image rather than working against it. Introduction to Design Fundamentals Digital Workshop Center.com 29

30 Balance Balance is the visual distribution of elements in a composition. Introduction to Design Fundamentals Digital Workshop Center.com 30

31 Balance Balance is the visual distribution of elements in a composition. There are 2 types: symmetrical and asymmetrical. Introduction to Design Fundamentals Digital Workshop Center.com 31

32 Balance Balance is the visual distribution of elements in a composition. There are 2 types: symmetrical and asymmetrical. Introduction to Design Fundamentals Digital Workshop Center.com 32

33 Support Principles Affect the interaction between elements and sometimes have a relationship with a primary principle. Help to establish the visual organization in a composition. Introduction to Design Fundamentals Digital Workshop Center.com 33

34 Elements of Design Introduction to Design Fundamentals Digital Workshop Center.com 34

35 Elements of Design The design components. The parts of the design. Used to describe specific things. The visual vocabulary that gives voice to an image, allowing it to speak to the viewer. Introduction to Design Fundamentals Digital Workshop Center.com 35

36 Elements of Design Tangible Elements (i.e. physically defined presence) Shape Space Line Texture Type Conditional Elements (i.e. an embellishment or as a way of defining the tangible) Color Value Size Volume Introduction to Design Fundamentals Digital Workshop Center.com 36

37 Elements of Design Introduction to Design Fundamentals Digital Workshop Center.com 37

38 Day 2 Introduction to Design Fundamentals Digital Workshop Center.com 38

39 Smart Design Established brands need to maintain coherence and focus while allowing for growth, change and modification. No brand is ever perfect and there will always be people that you could appeal to more or an aspect of your message that needs to be amplified. Smart design that both stands out from the crowd and communicates a deeper message of value about the product to potential consumers. Introduction to Design Fundamentals Digital Workshop Center.com 39

40 Revolution or Evolution? A revolutionary change means that your branding will be a radically different beast to what it was like before Which opens you to the risk of detaching the emotional connection your core customer base has with your product (and maybe they won t be able to recognize them on shelves). Evolutionary change on the other hand, implies that you are simply shedding the parts of your current design that aren t working and emphasizing the parts that are working. Most of the time, what you are going to want to be aiming for is evolutionary change because you want to improve the delivery of your brand message rather than simply starting again from scratch. Introduction to Design Fundamentals Digital Workshop Center.com 40

41 Reasons to Design or Re-design A business has changed in a way that necessitates a new look There is a need for visual unification between different, previously distinct products Recent business performance has changed New technology or regulatory requirements A business is expanding into new markets Customer insights and surveys shows that your message or appearance is dated or out of touch with your core customer base or target group Introduction to Design Fundamentals Digital Workshop Center.com 41

42 Potential stumbling blocks in design A lack of certainty which leads you to make changes that are too small and inconsequential to matter to consumers or warrant the time and effort put in Making changes that are too big and result in a damaging disconnect between your product and consumers Succumbing too much to design by committee or making decisions based on fear or the privileging of personal opinion over verifiable information and objective goals Not understanding how consumers interact with your brand before you start and making decisions which have a negative effect on this Instituting changes because everyone else in your industry is and simply playing follow the leader rather than taking the process seriously Introduction to Design Fundamentals Digital Workshop Center.com 42

43 Marketplace Brand Re-Design Examples Introduction to Design Fundamentals Digital Workshop Center.com 43

44 Marketplace Brand Examples of Re-design The average supermarket carries between 15,000 and 60,000 individual products The average consumer walks away with 30 or 40 items Open Discussion: Are the following evolutionary or revolutionary changes? Why? What do you connect with in the new vs old designs? Why? What do you like or dislike about the new or old designs? Why? Introduction to Design Fundamentals Digital Workshop Center.com 44

45 A Few Examples... Introduction to Design Fundamentals Digital Workshop Center.com 45

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55 Corporate Brand Re-Design Examples Introduction to Design Fundamentals Digital Workshop Center.com 55

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67 Related Classes EXCEL LEVEL 2 This course is meant for those desiring to gain advanced skill sets necessary for calculating data using functions and formulas, sorting and filtering data, using PivotTables and PivotCharts for analyzing data, and customizing workbooks. EXCEL LEVEL 3 This course is designed for students desiring to gain the skills necessary to create macros, collaborate with others, audit and analyze worksheet data, incorporate multiple data sources, and import and export data. ADVANCED EXCEL FORMULAS & FUNCTIONS This class focuses solely on solving complex problems with your data. We will walk you all the way through the basics of formula creation to advanced logical and look-up functions. GETTING STARTED WITH ACROBAT PRO FORMS BASIC Create dynamic forms in Acrobat that you can distribute to your users and collect valuable information. If you have any documents that require manually entry of data, this class will help you to save time and learn about the essential Acrobat Pro features to get you started with forms today. FOR MORE INFORMATION ON CLASSES AT LARIMER COUNTY OR TO REGISTER for classes, go to or call us at (970) Introduction to Design Fundamentals Digital Workshop Center.com 67

68 Need More Help? Use Our Consulting Services! PRIVATE, CUSTOMIZED TRAINING is available on an hourly consulting basis. ASK OUR OFFICE STAFF for more information on rates and scheduling! Introduction to Design Fundamentals Digital Workshop Center.com 68