Basic Reading Materials For Design -- Design Common Sense Concept

Contrast of size

Size relation is one of the most important factors in shaping factors, and almost determines the relationship between image and harmony.

The difference in size is small. It gives people a feeling of being mild and mild. The difference in size is large. It gives people a clearer feeling and a strong sense of strength.

Contrast between two contrasts

The contrast between yin and Yang, positive and negative, daytime and night, and so on, can make people feel the relationship between light and dark in daily life.

Babies born in the early days can only distinguish light and shade from vision, while animals such as cattle and dogs can simply identify black and white, but they can not easily identify chromatic or hue.

Comparison of three thickness

The thicker the font, the more masculine.

If fashion and women are represented, they are usually expressed in fine characters.

If the number of words is increased, the number of coarse characters should be reduced.

Four points

Comparison with straight lines

The curve is very soft and mild, and the straight line is rich in hard sense, sharp, and very masculine.

In nature, both are properly mixed.

Normally we do not pay attention to this relationship, but when the curve line or line emphasizes a certain shape, we have a deep impression and produce the corresponding emotion.

Therefore, we often emphasize the impression of the curve, and emphasize it with some straight lines. We can also say that a small number of straight lines will make the curve more noticeable.

Comparison of five textures

In the daily life of ordinary people, we may seldom hear the phrase "texture", but in terms of art, texture is a very important form factor.

For example, relaxation, smoothness, wetness and so on, all describe the texture.

Therefore, texture not only expresses emotion, but also integrates with this emotion.

We often observe the painter's works and so on.

In fact, texture is the main factor determining the style of the work. Although the color or object will change, the quality of the foundation is closely related to the essence of a painter, and it is not easy to change.

If a layman neglectful of this, in fact, this is the most important basic element and the most powerful influence on emotions.

Comparison of six positions

Placing objects on both sides of the picture can not only emphasize, but also produce contrast.

The upper and lower sides of the picture, the four corners of the left and right sides and the diagonal line all have potential strength points, and at this point, photographs, headlines, signs, marks and so on can reveal the hidden power.

Therefore, in the potential position of opposites, the placement of distinct elements can display contrast relations and produce a compact picture.

Comparison between seven masters and their counterparts

Layout and stage

Similarly, when the relationship between the protagonist and the supporting actor is very clear, the audience's psychology will settle down.

It is clear that the master-slave approach is a very orthodox way of making people feel at ease.

If the relationship between them is blurred, it will make people feel confused. On the contrary, the protagonist is too strong to lose motion and become vulgar.

The protagonist in the play is easy to see.

If you are able to show the protagonist in the layout, you will make readers more aware of the content.

Therefore, master-slave relationship is the basic condition for designing and configuring.

Comparison between eight movements and static

The beginning of a story has a beginning, a description, a change and a result.

In a courtyard, there are also matching of rockery, pool water, vegetation, waterfalls and so on.

Similarly, there are intense dynamic and quiet parts in the design and configuration.

The shape of diffusion or flow is "motion".

The shape of horizontal or vertical reinforcement is "static".

The two are allocated in relative places while the "dynamic" part takes up a large area.

The "static" part takes up a small area, and appropriate white space is set aside to emphasize its independence.

Such an arrangement is generally used in the four corner of the screen.

Therefore, although the static part only occupies a small area, it has a strong sense of existence.

Nine comparisons

In contrast, there are various contrasts between curves and straight lines, vertical and horizontal, acute angles and obtuse angles.

If the above mentioned comparisons and these elements are combined again,

That is to create a changeable picture.

Ten

The layout of the whole space is dynamic because of the relationship of various forces, and thus dominates the space.

The dynamic shape and the other shape that accept this dynamic coordinate each other to make the space change more vivid.

When we want to build rockery gardens, we pay great attention to the outlet of water, because the outlet of water is the starting point of movement, and the entire garden will be affected by it.

When it comes to layout and principle, starting points and receiving points will echo each other and coordinate.

The larger the distance, the more significant the effect is, and the two ends of the picture can be utilized. However, the balance between starting point and receiving point must be balanced. It is necessary to have appropriate changes in strength and weakness. If a weak FOTILE is weak, it will not resonate.

Eleven maps and lands

When the light and dark are reversed, the relationship between the graph and the ground will change with each other.

In general, printed matter is printed on white paper, white paper is called Earth, black word is called picture.

On the contrary, sometimes the effect of anti white is printed on black paper. At this time, the black background is the ground, and the white character is the map, which is the phenomenon of black and white conversion.

Twelve balances

When you kick a big stone, your body will fall off because of losing balance. At this point, you will naturally quickly extend a hand or foot to keep your body in balance.

According to this natural principle, if we change the position of each part of a good original work, and then compare it with the original work, we can easily understand the composing principle of balance.

Thirteen points

A form starting from one point to the right and left at the same time is called the left and right symmetrical shape. The English name is symmetry.

By using the principle of symmetry, we can develop complex state of vortex and so on.

There are many symmetrical things in daily life, such as the collocation of Buddha statues or the configuration of shrines in the shrine of Japan.

Symmetry will show the image of high style and stylized.

Fourteen emphasis

In the same style of layout, adding appropriate changes without affecting the style will result in an emphasis.

It emphasizes that the monotonicity of the page is broken, making the page lively, vivid and varied.

For example, the layout is choreographed and looks dull. If you add illustrations or photographs, just like a stone thrown into a calm surface, there will be waves of waves.

Fifteen ratio

The characteristics of Greek art are "golden ratio". When designing the length, width, height and type and location of columns, if we can refer to the "golden ratio", we can produce a unique Greek architectural style and produce a steady and moderate visual effect.

The ratio of length to width, area ratio and so on can produce the same function as other shaping elements and show excellent images. Therefore, it is very important to use appropriate proportions.

Sixteen sense of rhythm

The shape of a common impression is rhythmic when it is arranged repeatedly.

It is not necessary to use the same shape as long as you have a strong impression.

The appearance of three times and four times can produce a relaxed sense of rhyme.

Sometimes, using only two characteristic shapes will produce a sense of rhyme.

About seventeen centers of gravity

There are subtle differences between people's feelings.

Because there is a particularly strong attraction in the lower right corner.

Considering how to balance the right and left sides, how to deal with this problem becomes a key issue.

The direction of human vision is more natural from right to left.

When writing text, empty the lower right corner to arrange titles and illustrations, which will produce a very natural direction.

If it is reversed, it will lose balance and become unnatural.

This sense of balance between left and right is probably related to people's right handedness.

Eighteen centripetal and diffusing

In our emotions, we always realize the central part of things.

Although we do not care about looking at things, we always want to explore the central part of our minds. As such, there is a general sense of security, which constitutes a centripetal vision.

Generally speaking, to the heart type looks gentle, is also generally likes to adopt the method, but easy to flow in the ordinary.

Centrifugal typesetting can be called a diffusion type.

A modern example of common diffusion.

(nineteen) JUMP rate

stay

In design, we must decide the size of the headings according to the content.

The ratio of the title to the size of this article is known as the Jump rate.

The larger the Jump rate, the more lively the page layout; the smaller the Jump rate, the higher the layout.

According to this yardstick, it is easy to judge the effect of layout.

After deciding the size of the title and the font size of the text, we should also consider the proportional relationship between the two sides.

Unification and reconciliation of twenty clauses

If too much emphasis is placed on the contrast relationship, too much space is reserved or too many elements are formed.

To reconcile this phenomenon, it is best to add some common elements of shaping, so that the picture can produce a common style, with a sense of unity and harmony.

Repeated use of the same shape can create a sense of blending.

If the same things are arranged together, a continuous feeling can be generated.

The two can be used together to create a unified and harmonious effect.

21 points

Depending on the direction of the eye or the direction of the object, the layout of the page generates guidance lines, called traverse.

When designing a composition, a designer often uses wires to make the overall picture more noticeable.

22 images of form

The general layout is made of four angle version, and all other forms are deformed.

The four corners of the horns are all at right angles, giving people a sense of regularity and little expression, and other forms of expression are all kinds of expressions.

For example, the triangle with sharp angle has sharp and bright sense; it is near the round shape, and has a gentle and soft feeling.

The same curve also has different expressions, such as the rules and the circle drawn by the instrument, which has a hard feeling, but the circle drawn by hand has a soft circle.

Beauty.

Two or three level horizontal line

At dusk, the horizontal line is merged with the sunset. At dawn, the bright sun rises from the horizontal line.

Horizontal lines give people a sense of stability and calm. No matter what the beginning or end of things, horizontal lines are always fixed to express the time of rest.

24 vertical lines

The sense of activity on the vertical line is just opposite to the horizontal line. The vertical line represents the upward force of movement, with a hard and rational image, which makes the page appear calm and distinct.

If unreasonable emphasis is placed on perpendicularity, it will become indifferent and rigid.

The comparison between vertical and horizontal lines can make the two more vivid. They not only make the picture compact, but also avoid the indifference and rigidity.

25 days, yin and day.

From the dark caves, when looking at the bright scenes outside, the characters in the cave always use only the outline, and the outside scenery needs to be carefully painted.

This is an amazing space for us to grasp both the daily situation and the abnormal brightness.

The normal state of light and shade is called "Yang day". On the contrary, it is "Yin day".

When making up the layout, the use of the bright and dark relationship between Yang and Yin can depict different new images in daily life.

(26) blank volume

The fast way of speaking is suitable for the broadcast of night news, but it is not suitable for ceremonial marshal. The reason is that there is too little blank space in every sentence.

When it comes to layout design, the problem of white space is also very important. Even if the same picture, the same sentence will be difficult to express the true image because of the blank volume.

No matter how good the balance of typesetting is and how beautiful the article is, the reader has already scored a good mark on the blank space of the layout.

27 page layout rate

In the design of paper, the layout area used in this paper is called page layout, and the percentage of page layout and page area is called page rate.

The number of blanks has a decisive impact on the impression of the layout.

If the blank part is added, the style will be improved and the layout will be stable.

When designing a magazine with abundant information, it is not appropriate to adopt more blanks.