Digital Advertizing

Lesson 8: Principles and types of designing digital advertisements

Design Principles

• Harmony
  Harmony means unity or a single idea or impression. It produces an impression of unity through the selection and arrangement of consistent objects and ideas in the advertisement.
• Proportion
  Proportion means the relationship of sizes or areas to one another or to a whole. Therefore it is sometimes called the law of relationship. Proportion is the principle of design which is achieved when the different sizes are successfully grouped in the arrangement, so that they are ‘in scale’ – that is, the elements making up the structure have a pleasing relationship to the whole and to one another.
• Balance
  Balance is equilibrium of forces. It is rest or repose. This restful effect is obtained by grouping shapes and colours around a center in such a way that there is equal attraction on each side of the centre. Balance is necessary for a sense of equilibrium, stability and permanence.
• Rhythm
  In design, ‘rhythm’ means an easy connected path along which the eye may travel in any arrangement of line, form or colour. Rhythm relates to movement.
• Emphasis
  Emphasis means having a particular point of interest and subordinate every other detail to it, that the advertiser wants the audience to look through a design or an arrangement that is well balanced, its proportion is good and its contents in perfect harmony, yet it may still be dull and uninteresting. In spite of its merits, the eye will pass over it because there is no particular point to arrest the attention. Hence, the arrangement lacks emphasis.