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Week 2 Design Techniques
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APGR72 Week 2 Lecture: Design Principles and Techniques (Page 2 of 2)

Technique #6: Look for Balance

Balance. Achieved by forces pulling in different directions whose strengths offset one another. Symmetry creates order, stability. Asymmetry creates tension and dynamism.

Check out the following web pages. Is the balance well handled or not? Can you see asymmetry or symmetry?
http://foreverheavy.com/
Andy's Trail Rides
http://www.brizk.com/
http://www.joseph-cohen.co.uk/

The idea behind balance is that the "forces" (or elements) in a design are equalized. Balance is achieved by two forces of equal strength that pull in opposite directions, or by multiple forces pulling in different directions whose strengths offset one another. It is not a state of rest, but a state of equal tension.

A balanced composition pleases the eye. Lack of balance will irritate the viewer and impair the communication. (How do you feel when you see a crooked picture on the wall?)

There are two different ways of handling balance: symmetry and asymmetry.

In symmetry, shapes are repeated on left and right or top and bottom, or as radial designs. Symmetrical designs convey a quiet sense of order and portray stability and tradition. To avoid static, boring symmetrical designs use contrast of value, texture and shape.

Asymmetry has a greater sense of movement and change. It is always on the verge of inbalance and experiments with the elements relative weights. It can be thrilling and visually exciting (or risk falling into inbalance).

Technique #7: Design for Consistency

Consistency. Helps site unity. Helps viewers interpret content. Necessary in layout, type, navigation tools, graphics etc.

Check out the following web sites. How would you rank them on consistency? (Check a few pages in each site.)
Sonoma County Farm Trails
Computer Cabling Site
Juggling Information Service
http://www.luminsolar.com/

Consistency is the key to a unified and understandable web site. Whatever design approach you take to the material should be done consistently throughout the site. This applies to the big picture (layout, navigation, color etc.) and the small picture (text and paragraph formatting, icons, lines, rules etc.) The reader should always know that each page is part of the same site.
Sure, surprises and the "unexpected" are nice, however, not within your site's structure, layout, or navigation.

What elements create inconsistency?
Too many colors, too many graphics, inconsistent placement of important elements, inconsistent text styles, colors and spacing.

What elements create consistency?
Screen layout, navigation scheme and location, color, heading and text size, fonts, paragraph space, repetition of design elements such as lines and rules etc

Technique #8: Aim for Visual Unity/Gestalt

Visual Unity/Gestalt. An effective design has unity. All the elements are brought together into a cohesive whole. All other design principles will help with unity.

Check out the following web pages. Does the site design feel unified? What elements are contributing to that unity?
Watermark Design
ME Kerr
http://fourtoronto.com/index.php

Your site is done. You've diligently applied contrast, repetition, alignment and proximity to all the design elements. And you've planned and organized the material, given it a focal point, and added white space and simplicity. Now it's time to ask "Does my design come together as a whole?"

Without unity/gestalt a design is chaotic and distracting. A unified design synthesizes the elements into a cohesive whole. It looks and feels complete.

If your design is not unified, don't put a border around it and call it a day. Boxes just add clutter! Instead look for where you might have been inconsistent. Unity rides on the coattails of consistency. Check your text formatting: subheads, body text, etc., should all be consistent. Check the spacing between elements - it should be the same between similar elements and varied elsewhere. Ask yourself if you can strengthen or add repetitive elements. Most importantly, don't panic, and don't give up! Just patiently examine the design. Often only small improvements are necessary to bring it all together. Then you can savor it!

Technique #9: Consider Appropriateness

Appropriateness. Is my design appropriate for: Audience, topic, purpose, format (web).

Check out the following web pages. Which of the designs is more appropriate for the topic? Which design communicates "art school" best?
Virtual Art Academy
Columbus College of Art and Design
http://www.massart.edu/
http://www.collegeforcreativestudies.edu/

Remember all that research and planning you did? Look at your design plan and make sure your web site is on track. Is your design appropriate for the goals, target audience, topic, purpose and web format? You should reevaluate your site design for appropriateness on a frequent basis. Don't leave it until the end...

Technique #10: Include Appeal and Originality

Check out the following web pages. Do they have appeal and originality? Is their use of originality appropriate? How did they achieve it? Can you find interactive activities at any of these sites?
Phylotaxis (good luck with this one!)
http://www.arxontiko.eu/
http://pbskids.org/eekoworld/index.html (check out the Eeko House!)
GNU Snowboards

When a site includes something original or unique, then web surfers are sometimes more likely to come back for more. It can be as simple as a frequently-updated feature (such as a daily tip or cartoon), or perhaps a silly game or animation. A site might devise a "treasure hunt" or offer a contest or prize. Interactive activities are also very popular. However, originality can be risky. Occasionally it can impede access and deter visitors from exploring a site.

THE END!!! That's all for Week 2 lecture. Please remember to check the Week 2 links, read the PDF notes, complete the homework and the quiz for this week.

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