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ELEMENTS OF GOOD DESIGN
AND WHAT TO AVOID
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BALANCE
RHYTHM
PROPORTION
DOMINANCE
UNITY
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Arrangements of object in given design
relating to their visual weight within a
composition
2 forms: symmetrical and asymmetrical
◦ Symmetrical: weight of composition is evenly
distributed around a vertical or horizontal axis, also
known as formal balance
◦ Asymmetrical: weight of composition is not evenly
distributed around a vertical or horizontal axis, also
known as informal balance
SYMMETRY
ASYMMETRY
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Repetition or alternation of elements. Can
create sense of movement and establish
pattern and texture
◦ Regular: occurs when intervals between elements
are similar in size and length
◦ Flowing: gives a sense of movement
◦ Progressive: shows a sequence of forms through a
progression of steps
Regular Rhythym
Flowing Rhythym
Progressive
Rhythym
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Comparison of dimensions or distribution of
forms
◦ Relationship in scale between one element and
another or a whole and its parts
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Relates to varying degrees of emphasis in
design
Determines the visual weight of a
composition
Establishes space and perspective
Resolves where the eye goes first when
looking at a design
Dominance
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POINT
LINE
FORM (SHAPE)
TEXTURE
COLOR
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Element that has position
Single mark in space with a precise, but
limited, location
POINT
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Element characterized by length and direction
Created contours and form
Creates perspective
LINE
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Closed contour, element defined by its
perimeter
Can be two dimensional or three dimensional
Can be realistic, abstract or in between
Derived from the combination of point, line
and shape
FORM
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Used to create surface appearance
Often refers to the material something is
made of
Both a visual and tactile phenomenon
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Response of the eye to differing wave lengths
within the visible spectrum
Three main components
◦ Hue: where the color is position on the color wheel.
Red, blue-green and mauve are all hues of a given
color
◦ Value: the general lightness or darkness of the
color
◦ Saturation: the intensity of the color
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Complementary
Analogous
Triadic
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Harmony between 2 colors on the opposite
side of the color wheel
Placed side by side they enhance the intensity
of each other
Blended together they
decrease the intensity of
each other
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Harmony of colors whose hues are adjacent
to one other on the color wheel
Tend to be families of colors
◦ Blue, blue-violet, blue-green
◦ Yellow, yellow-orange, yellow-green
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Harmony of three colors equidistant from one
another on the color wheel
Examples are primary and secondary colors
◦ Primary: red, blue and yellow
◦ Secondary: green, purple
and orange
CONTENT
 ASK THE FOLLOWING QUESTIONS:
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Who is my website for?
What do they want from the website?
What do I want from the website?
What can I realistically provide and maintain?
TONE
Tells the world what kind of department or
program you have, is reflected in your choice
of content, how you present the content and
the look and “feel” of the website. What
impression do you want your visitors to have?
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Formal
Intellectual but fun
Business-like
Creative and sophisticated
Scientific and cutting edge
Exciting
Academic but friendly
Informal but smart
ORGANIZING INFORMATION (INFORMATION
ARCHITECTURE)
This is the way you structure the information
on the website.
◦ Information should be categorized logically and
labels should make sense to visitors. Think about
your audience.
◦ Information should be placed where people would
logically expect it to be.
◦ Every page should provide something more than
just navigation.
◦ Pages should deliver what they promise.
◦ All pages should contain navigation to enable the
user to get back to the starting point.
VISUAL DESIGN
 Make sure your text is easy to read. Keep
readability in mind when choosing font, type
size, page positioning and colors
 Think carefully about graphics. Do they add
value to the site?
 Colors matter. Color choice should reflect the
personality of your program or department and
should not inhibit readability.
 Don’t place anything on the site that doesn’t
serve a purpose.
ACCESSIBILITY
Accommodate users who are colorblind, have
visual impairments, are deaf or experience
mobility or coordination challenges.
◦ Avoid Flash
◦ Avoid nested tables, use single tables sparingly
◦ Use Cascading Style Sheets to control layout and
positioning
◦ Avoid or modify JavaScript drop-down menus
◦ Use alt attributes for all graphic images
◦ Don’t rely on icons or images to communicate,
especially in navigation
ACCESSIBILITY (cont’d)
◦ Keep visual design clean and simple: no frames
◦ Make sure your information design is solid and
logical
◦ Check your site with online accessibility tools, like
WAVE
◦ Run your site through a screen reader or try to
navigate it using only keyboard navigation; ideally,
enlist differently-abled people to test your site and
give feedback on its usability
Text
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Background does not interrupt the text
Text is big enough to read, but not too big
The hierarchy of information is perfectly clear
Columns of text are narrower than in a book
to make reading easier on the screen
http://med.uth.tmc.edu/comm/
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Navigation buttons and bars are easy to
understand and use
Navigation is consistent throughout the web
site
Navigation buttons and bars provide the
visitor with a clue as to where they are, what
page of the site they are currently on
Frames, if used, are not obtrusive
A large site has an index or site map
http://www.ashevilleschool.org/
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Link colors coordinate with page colors
Links are underlined so they are instantly
clear to the visitor
Buttons are not big and dorky
Every graphic has an alt label
Every graphic link has a matching text link
Graphics and backgrounds use browser-safe
colors
Animated graphics turn off by themselves
http://www.ashevilleschool.org/athletics/index.aspx
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Pages download quickly
Good use of graphic elements (photos,
subheads, pull quotes) to break up large
areas of text
Every web page in a site looks like it belongs
to the same site; there are repetitive elements
that carry throughout the pages
http://www.ashevilleschool.org/athletics/index.aspx
 Background
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Default gray color
Color combinations of text and
background that make the text hard to
read
Busy, distracting backgrounds that make
the text hard to read
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Text that is too small to read
Text crowding against the left edge
Text that stretches all the way across the
page
Paragraphs of type in all caps, bold or italic
Paragraphs of type in all caps, bold and italic
all at once
Underlined text that is not a link
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Links that are not clear about where they will
take you
Links in body copy that distract readers and
take them off to remote, useless pages
Text links that are not underlined so visitors
do not know they are links
Dead links (links that don’t work anymore)
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Graphic files that take forever to load
Meaningless of useless graphics
Graphics with no alt labels
Missing graphics
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Anything that blinks, especially text
Multiple things that blink on the same page
Animated pictures for e-mail
Animations that never stop
Multiple animations on the same page, that
never stop
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Unclear navigation
Overly complex navigation
Complicated frames, too many frames,
unnecessary scroll bars in frames
Orphan pages (no links back to where they
came from)
Page titles that don’t explain what the page is
about
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Frames that make you scroll sideways
No focal point on the page
Too many focal points on the page
Navigation buttons as the only visual interest
on the page
Cluttered
Lack of contrast in color, text and hierarchy
Pages that look ok in one browser but not in
another
http://anselme.homestead.com/AFPHAITI.html
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Digital Web Magazine, www.digital-web.com,
“The Principles of Design”, “The Elements of
Design”, “Designing for the Web”, “Principles and
Elements of Design”, Joshua David McClurgGenevese
LSCR (Berkeley University),
lscr.berkeley.edu/advice/web/design, “How to
Design a Good Website”
“Good Web Design Features”, Robin Williams,
www.ratz.com
“Bad Web Design Features”, Robin Williams,
www.ratz.com