MEDIA AND

INFORMATIO
N LITERACY

VISUAL
INFORMATION
AND MEDIA (PART 2)
Visual Design Principles
 LE A R N E RS W I LL BE A
BL E TO…
▶discuss visual design principles (SSHS);

▶identifyand evaluate visual design principles

used in different visual media (SSHS); and
▶produce and evaluates a creative visual-based
presentation using design principles and
elements (MIL11/12-VIM-IVc-10).

LEARNING COMPETENCIES
I- VISUAL INFORMATION AND MEDIA (Part
2)
A. VisualDesign
Principles

TOPIC
OUTLINE
Source:
https://ww
w.linkedin.c
om/pulse/i
mportance-
visual-
content-
social-
media-
marketing-
presentatio
ns-me
VISUAL DESIGN PRINCIPLES
Source: p. 130, MIL TG by CHED
1. CONSISTENCY
• Consistency of margins, typeface,
typestyle, and colors is necessary,
especially in slide presentations or
documents that are more than
one page.

VISUAL DESIGN PRINCIPLES

Source: p. 130, MIL TG by CHED
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Source: http://www.loopassociates.com/projects/brand-consistency-leading-to-millions-in-cost-
reduction/
2. CENTER OF INTEREST
• an area that first attracts attention in a
composition
• important objects or elements in a composition
• can be achieved by contrast of values,
more colors, and placement

VISUAL DESIGN PRINCIPLES

Source: p. 130, MIL TG by CHED
Source: https://oss.adm.ntu.edu.sg/wheng004/tag/design/
Source: https://iactivedesign.wordpress.com/tag/graphic-design/
3. BALANCE
• visual equality in shape, form, value,
color, etc.
• can be symmetrical and evenly
or asymmetrical and unevenly balanced

VISUAL DESIGN PRINCIPLES

Source: p. 130, MIL TG by CHED
Source: http://operationwritehome.org/all-things-being-equal-balance-in-design/
Source:
http://en.koreaportal.co
m/articles/7525/2016010
2/one-punch-man-
anime.htm
Source: https://oss.adm.ntu.edu.sg/wheng004/tag/design/
 4. HARMONY
• brings together a composition with
units
similar
• notice how similar harmony is to unity
(some sources list both terms)

VISUAL DESIGN PRINCIPLES

Source: p. 130, MIL TG by CHED
Source: https://oss.adm.ntu.edu.sg/wheng004/tag/design/
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 5. CONTRAST
• offers some change in value creating a visual
discord in a composition
• shows the difference between shapes and can be
used as a background to bring objects out and
forward in a design
• can also be used to create an area of emphasis

VISUAL DESIGN PRINCIPLES

Source: p. 130, MIL TG by CHED
Source: https://oss.adm.ntu.edu.sg/wheng004/tag/design/
Source:
https://www.desig
ncontest.com/blog
/contrast-in-
design/
6. DIRECTIONAL MOVEMENT
• a visual flow through the composition
• can be the suggestion of motion in a design
as you move from object to object by way
placement and position

VISUAL DESIGN PRINCIPLES

Source: p. 130, MIL TG by CHED
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Source: https://webdesign.tutsplus.com/articles/visual-direction-in-web-design--
webdesign-2545
Source: https://webdesign.tutsplus.com/articles/visual-direction-in-web-design--
webdesign-2545
7. RHYTHM
• a movement in which some elements recur
regularly
• like a dance, it will have a flow of objects
that will seem to be like the beat of music

VISUAL DESIGN PRINCIPLES

Source: p. 130, MIL TG by CHED
Source: https://oss.adm.ntu.edu.sg/wheng004/tag/design/
Source: https://www.hatchdesign.ca/principles-of-design-part-2-rhythm/
 8. PERSPECTIVE
• created through the arrangement of objects
in two dimensional space to look like they
appear in real life
• learned meaning of the relationship
between different objects seen in space

VISUAL DESIGN PRINCIPLES

Source: p. 130, MIL TG by CHED
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Source: http://www.studentartguide.com/articles/one-point-perspective-drawing
Source: https://tomadondesign.wordpress.com/two-point-perspective-drawing/
Source: https://piaart.wordpress.com/two-point-perspective/
Source: https://en.wikipedia.org/wiki/Taj_Mahal
Photo Credit: Christian Dascalu
Source: https://www.cyprus-photo.com/2015/02/model-photo-shoot-at-saint-raphael-beach/g
9. DOMINANCE
• gives interest, counteracting confusion and
monotony
• can be applied to one or more of the
elements to give emphasis
Source: https://oss.adm.ntu.edu.sg/wheng004/tag/design/
CLASS ACTIVITY: STILL LIFE
PHOTOGRAPHY
▶Produce a still life photography using your
personal things (watch, phone, notebook,
books, etc.) applying at least 3 of the
discussed visual design principles.

FORMATIVE ASSESSMENT