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0:00
this video isn't just going to show you principles that work on real designs but also how they can make stunning designs that really have an impact this is a must watch compilation from the best of principal videos on my channel
0:13
repetition is simply repeating a single element many times in a design that sounds really basic and it might even sound trivial or pointless to some of you but let me tell you it's one of the strongest secret weapons of any designer but why is that the case repetition is sort of like the glue of your graphic designs it holds everything together and it brings it into a unified piece of work it isn't simply an act of having say three squares in a row like some sources online
0:47
might show you it does go far deeper than that when talking about repetition in graphic design we typically want to think about colors typeface Styles and fonts line size and scale shape texture and even sometimes language and don't worry we are going to look at some examples soon to make sense of this principle so we can Master it in our artwork but repetition can and often should be
1:13
used on things like poster designs your very own graphic design portfolio website design editorial design such as magazines and even entire brand identities actually repetition within a brand is one of the most powerful things that is finalized in the planning stages of the brand strategy notice how for over 100 years Coca-Cola have used bright red and also white throughout the entire branding the repetition of this has cemented itself into the minds of the consumer the very
1:45
people who they want to remind of their product every time they run a new advert or a campaign the color scheme is a mental trigger reminding people just of Coca-Cola and it's not only about colors of course the beer brand Rogue have a very strong brand identity by repeating hand-drawn illustrations matched with their typographic logo strewn across their bottles but also their social media depicts kind of like fresh imagery of fruits ingredients sunsets and
2:15
natural settings that has been consistently shown over their accounts these help install independent and also a natural brand image but the important thing is that this image is repeated over and over again so that it becomes fixated into the minds of the consumer the idea is that the consumer will recognize a product by that brand without even consciously thinking about it so repetition in
2:40
branding is super effective sure but what about other design work take a look at some pages from my logo design e-guide you can see I've used the same fonts the same color scheme same shapes same layout and so on this ties the design together it makes the viewer feel comfortable and it just solidifies competence as a graphic designer let's talk about your graphic design portfolio and I'm sure you've seen some designs that come across as disjointed unorganized and as if
3:10
random things have been applied without little thoughts if you fail to use repetition in some way this is how your designs will likely be seen by the viewer one of the most obvious Hallmarks of a professional and a competent designer is if their designs are tied together with repetition
3:28
so take a look at this portfolio here we can see a lot of repetition being used firstly the colors of black and white are seen throughout the entire website and the few instances where color is seen it stands out and highlights something of importance such as this shoe reel of work here
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secondly these same fonts are used throughout the entire design or should I say just the same typeface styles this is very important and it simply helps unite the work as being created by one designer also notice the texture on the background of this website this is a Styler designer has gone for and it isn't just seen on one page it's found everywhere another cool feature here is the rollover graphic of connected typography something that is carried
4:15
throughout the website but yeah breaking repetition is also very useful but it must exist with repetition surrounding it one example still looking at this portfolio website notice how the style is very angular and very straight we have straight edged and pointy typography we have square arrows rectangular orientated imagery but the area where the designer wanted you to hover your mouse over is circular found here and so you can see that breaking the
4:45
repetition can act as a kind of focal point or a tension grabbing location on a design
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breaking design repetition can also be something far larger than one design take a look at these banking logos we have HSBC Barclays Nationwide NatWest Halifax and Santander these are the most popular and common Banks found in the UK and can you see a repetition in these designs
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well obviously we have a predominant mix of black red or blue but if we add into the mix Lloyd's bank which is another very common Bank in the UK we see things have gone against the industry standard and repetition now we have a branding color scheme of black and green this is a novel way to stand out in a crowded industry and Lloyds have kept this color scheme since the 1980s but in recent years they have driven it even harder to compete with other brands
5:40
so your repetition is essentially tying a design together as a kind of glue as I said before focusing on things like style fonts colors shape size and so on like with every principle it isn't an absolute must on every single design because sometimes there are instances where you might want to go against it but for the most part it's a widely used and commonly accepted graphic design principle that's hugely important
6:09
foreign I would like you to look at this poster look at this design can you see the three different uses of contrast in this poster yeah that's right there are three different ways contrast is being used here so let's go over the easiest one first and foremost we have the contrast of color as you can see here the white against the black or maybe the white against the orangey pinky color here peachy color and that is obvious it is the first and most
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obvious one you would probably realize but what is the second form of contrasts on this poster
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it is actually shape the contrast of shape as you can see here we have a very straight angled pointy lines running along the entire poster they are contrasted with the smooth curvature of the actual shoe and the logo itself
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now this is somewhat subtle to some people or even unrecognizable but this allows the shoes the product in a sense and also the logo to stand out everything else is angled a straight line so that's the second form of contrast here but can you see the Third
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so yeah the third form of contrast is texture if you look closely here there's a kind of Sandy color blur texture going on on the background that is in complete contrast to the shoe itself which looks very smooth and realistic it's a contrasting texture and again it just eludes the viewer to looking at the shoe itself right here we have a very simple and cruelly made business card just to demonstrate something to you guys
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in a minute I'm going to reveal a design to the right which is expanded from the design on the left I'm going to use contrast in two different ways on the new design when concerning a business card how would you approach contrast to this original design you can see here again there are many different ways to use contrast and I've gone ahead and used two in a very simple way
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so the first obvious option for contrast on a business card is to having one side one color and then the other side the opposite color and as you can see it mirrors itself here the background is dark and the text logo content is white and then on this side the text logo content is dark and the background is white this is a very easy way to make an interesting and a pretty neat business card but the other contrast is
8:49
also seen as hierarchy but it is contrast in this sense as well and that's having different weights of text here and then also different sizes of text as you can see comparing over here
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there are obviously many different graphic design principles working on a design any given moment but contrast is one huge aspect of design but let's move on to look at a few other things
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so here is a design of an app or just a layout of an app there are many different forms of contrast going on here and I would like you to try and work out and decipher what is going on in terms of contrast so when you actually pick apart designs in this way you can then start to think about your own work and how you can apply principles on your own graphic designs so the first form of contrast is here with these black labels that clearly stand out
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all over the app and they do this by standing out in just terms of black contrast on color or white but one very important use of contrast is found here and in other areas of the app
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we not only have a different contrasting font choices font weights but also font colors which allude to a very important part that the designer wants to bring an attention to that's why you always see for sale signs in red or a contrasting color but what other contrast elements can you see now this area and all of these areas in fact are kind of a double whammy when it comes to contrast
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now firstly the app background is white or gray but then these areas are in a bold bright color section so they obviously stand out but then also if you think about it the photographs themselves are contrasting I mean we have red on blue we have blue on Orange
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kind of Bluey turquoisey on pink and so on so there's quite a lot of contrast going on in these areas but can you see anything else that's contrasting in this design
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yes the actual UI itself is contrasting the UI of the app or even the phone we have a red dots here
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and also up here the tabs so yeah there's a lot of contrast going on here and I hope you can see now how useful and fundamental contrast is to graphic design
11:10
hierarchy combines two aspects dominance and priority giving extra weight to certain elements of a design over others it helps Brands convey their message to the Audience by focusing on particular elements of a design it also can allow readers to navigate an editorial design with ease like with repetition I feel that hierarchy is another Hallmark of a professional and competent designer with a three-stage process of marketing hierarchy is as follows attract which is
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bringing in the viewer Intrigue which is spiking their interest and then delivering the message
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these are the three steps a viewer will go through when viewing an effective design and that viewer is probably won't even be aware that is happening but let's take a look at an example that explains this process this Adidas poster is a prime example of this Triad of marketing hierarchy the shoe and the pink Splash across the shoe is the initial aspect that will grab the attention of most
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viewers this is the thing that will draw them into the design secondly the quote time to change up will create some kind of intriguing interest in that person and this is going to hold them long enough so they want to read on in the design and then below we have the message delivery the design is literally a visual trap in some aspects because it draws you in makes you interested and then
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you've read the message the designer wanted you to read all because of hierarchy so this landing page on the Apple website is a nice clean example of what we're talking about let's first focus on the bottom section of this design here the image of the iPhone and also the word iPhone are the first level of hierarchy on this design cleverly the iPhone is also even directing your eye to the text
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these are the largest and the brightest aspects on this design in this area but the second level is the quote lots of love less to spend and then the third level is a paragraph below but in the upper section of the design we only really have the second and third levels of hierarchy the Blue by symbol and the Apple logo are the second level whereas the rest is just considered to be third
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level main content hierarchy is a good technique to divide Your Design up into different areas like this as you can see on this brochure the design has split up the work into different sections and each section has at least two or three levels of hierarchy headings and Main imagery being level one level two are subtitles and other graphics and then three being the body text and small details
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so when you figured out what aspects of your design should be level one two or three hierarchy and also when you figure out how many areas you're going to use possibly by using grids it's then time to choose what kind of hierarchy you want to use
14:05
almost every design uses multiple different versions of hierarchy all at once and here is your super duper hierarchy list wait this is obviously the weight of the fonts you use important areas often using Bolder widths size is a very common technique to use the more important something is the bigger it should be on your design making a design asset obviously different color from the rest of your design for design elements makes it stand out more orientation
14:33
you can arrange your text and your assets in a certain way so maybe an isometric angle where the lower left goes up to the upper right and then you can have something opposing the angle Direction
14:45
the next technique is one that a lot of designers forget it even object a lot of white space on your design it then has room to breathe and it becomes more obvious to the reader and thus more important and then finally using a different style of font if your body text is serif then consider using a Sans serif for the heading and bingo you have some hierarchy
15:09
I'm sure most of us know about Dwight space and negative space in graphic design but do you get confused or lost when it comes to actually applying these things to your designs in real time so before we look at some real life examples it's important to understand the benefits of mastering space in your designs firstly if you utilize the space properly it's going to enhance a visual hierarchy which is another very important principle in the communication of your design
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secondly space prevents your designs from being cluttered and cramped that's not something you want in your designs space Also simply adds style and elegance to your designs if done correctly and that's what we're going to talk about soon
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but also when used correctly space Also emphasizes bonds between visual elements essentially it just enhances proximity this is useful for allowing your designers to make sense
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when designing something in regard to the use of space firstly ask yourself what is the content you're working with what has the clients given you it's important to distinguish between macro web space and micro white space at this point macro web space is the large expanse areas of nothingness that exists on your design whereas the micro white space are the areas of smaller sections of nothingness between lines of text paragraph of text and closely packed together
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design objects for example if you're working on a design where a client is giving you Reams and rooms of text to work with you're not going to be focusing much on macro white space simply because you didn't have much of it to work with your whole vision and approach for that design should then shift to focusing on using more micro white space effectively however you will still have elements of macro white space to consider albeit a lot less you want to find the right balance of
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micro and macro wet space for targeted people who'll be viewing it if the design is a poster targeting mainly young business professionals who will view the design whilst briskly walking along the subway to work you want to tip the balance towards using more macro white space
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this is so your design remains easy to digest and recognizable at a first glance having lots of macro white space will just create emphasis and hierarchy on the focal point making the design more noticeable one rule of thumb that you can use is that more macro wet space can suggest minimalism modernity and luxury while if the balance is shifted more to microwave space the design can be seen as more informative and serious things do go deeper than just macro and micro wet
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space however we can enhance our designs with the use of passive white space and active white space
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passive white space refers to the microwave space that helps legibility and the Aesthetics of our layout that is without guiding the view in terms of structure and viewing order active web space on the other hand relates to helping the viewer move through your designs in order and structure
18:24
if we take a look at this example of a paragraph this design has poor use of microwave space it's essentially just not even that legible if we add in some passive white space we can now read it properly and the viewer has more of a pleasant experience but we can go further and apply active white space to control the order and the movement of the reading experience things are now broken down into digestible chunks which helps the viewer move between each part
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of the design easily and this ensures they will remain on your design for a longer periods of time
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now balance is a kind of type of design that is formed along the vertical axes and also the horizontal axis and this is where the weight of the elements is evenly divided into both sides of the layouts balance gives a design its form and stability and it helps to distribute the elements evenly throughout the entire artwork you can use either symmetrical or asymmetrical balance the former being a symmetry of
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two or more shapes and the latter using a form of hierarchy to create visual balance
19:33
so the design here utilizes symmetrical balance both in the graphics but also with the typography left and right balance like this is visually appealing and it makes a viewer feel comfortable again there is more visual balance here working in the groups of three rather than two
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balance can be a little more complex and in the design here you have the three Central circles which are the large Design Elements but they are balanced out both by the type and the Fine Line Graphics as well as the other small elements too
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this example is a lot easier to see as the guy in the image is the large singular design elements and then in the top left are the other small design elements too finishing and completing the balance of design
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follow along and do keep score on some paper or a phone or something like that and yes sometimes there might be multiple correct answers but points are going towards the most obvious and Main correct answers so the first question is for three points and it's fairly easy on this design where is the main CTA or call to action which uses emphasis each question is going to have a 10 second window for you to decide the answer or you can just simply pause the video
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foreign
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then you're correct and that was worth three points so here's a business card design what design principles make the back of the business card appear so different to the front of the card design it's a simple design principle that creates an obvious difference
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thank you so yeah the answer here was contrast and again that's worth three more points for the last three point question we have this design right here now if I draw a line like so it's obvious that we have an illustration on the far right and the logo in the top left positioning a design layout like this mainly uses a what design principle
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thank you
22:02
so the correct answer was three points for balance and if you've answered every question right so far you should have nine points in total now we're going to get a bit more difficult with some four point questions so let's get right into this this is a pretty famous poster design and what I added some pretty cool looking poster as well but for the focal point on this design what principles have been used to create this sort of Illusion it's a subcategory of a design principle
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foreign
22:41
so the correct answer here is negative space but if you simply said space you can have two points but negative space will get you four points so again a four point question on this website design what principle helps me or you the viewer understand that all of these belong together or for that matter that all of these Belong Together
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foreign
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another four points the correct answer was proximity proximity relates to how separate objects share relationship when grouped together and this is so then the viewer subconsciously links them as one so another four-point question looking at this design and more specifically the typography on the far left what two things can we do to this text to make it more effective and just look better as a whole now you can get two points for each correct answer out of two correct answers
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so the first correct answer is to create a contrast in terms of the fonts being used so basically just changing one of the fonts to something else the second correct answer would be to create hierarchy with the use of size so there's two correct answers totaling four points for both of them
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and here's another web page design layout now you can get one point for every single use of hierarchy that is on this design and that's excluding the main navigation bar at the very top so you might want to pause the video and have a think about where you can see hierarchy being used
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so the first example of hierarchy is how Brian is bright to White and then Lane is more muted and more subdued that's basically hierarchy of color on this part of the design secondly Brian Lane is a lot larger than the text above it the third use of hierarchy is how the name Edith is brighter white than the text above and the fourth use of hierarchy is how the main graphic on the right is larger than everything else and the fifth example of hierarchy is the
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text here is slightly larger than the name Edith so in total there are five main uses of hierarchy on this design worth a maximum of 5 Points on this magazine layout what design principle has been used throughout every page that helps you realize and is connected in some way
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the right answer for Five Points here is that a square graphic has been repeated over and over again which is the design principle of repetition you could also be writing saying the color scheme has been used throughout but that also falls under repetition so the keyword here is repetition and for another five points on the penultimate question take a look at this poster design the line is coming from a camera are making use of a
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design principle that relates to the viewer's eye what is this principle
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so this is called the use of a rhythm and it's how a design elements help guide the viewer's eye across or along a design here's the last question and it's a pretty tough one I must say it's more of like a bonus question and it's worth six points if you can get this one correct then you deserve a pat on the back and maybe a chocolate chip cookie this design is all about weight loss and improving one's Health in terms of the design principle of color what is so important
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to the effectiveness of this design message to the audience I did say this one was tricky
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so the correct answer here is that the design heavily uses pastel colors but importantly why psychologically speaking pastel colors are a strongly positive Color Group they are associated with cleanliness freshness and this makes them a good fit for marketing themes around Health makeup or fragrance they also do have feminine connotations hence the use of pastel colors and makeup and skincare products anyway in total there were 42 points
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up for grabs anything above 30 is a great score I would say and anything above 21 is a pass skillshare as an online learning community with thousands of online classes and thousands of members across 150 different countries it's a place you can truly become inspired and pick up new relevant skills and that's perfect for taking your designs from 0 to 60 faster than me pouncing on new free fonts now I myself saw that I wanted to pick up a few motion graphic skills in
27:55
my free time and so I took this class by Andrea on making a glitch text animation effect and I found the four bite-sized lessons were just a piece of cake to get along with even for someone who's inexperienced with Motion Graphics like myself and someone who's really busy with a tight schedule with a skillshare membership you can actually engage with your creative hobbies and your interests all year long so make 2023 the year you perfect a new creative hobby land a new
28:20
career or launch your own business now you can try skillshare for yourself with a risk-free 30-day free trial the first 1000 people who use the link in the description box below will get a one month free trial to skillshare using the tracking link yeah and I link just down in the description box below now it is entirely possible to create a good design without even thinking about the design principles however this is typically done by a designer's intuition and it's going
28:45
to require a lot of trial and error in order to create something that actually looks good and creates an Optimum end result for the user trial and error should not be desirable to any designer because it's opposed to having a solid and tried and tested method which means that having design principles sprinkled into your design process removes any kind of trial and error trial and error just wastes your time and that means less clients in the long run and so trial and error
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doesn't guarantee you a positive final design solution you want something that is concrete and sustainable but anyway guys if you want to watch something useful to your graphic design career just click the video on screen and until next time guys design your future today peace
29:30
foreign
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