1 00:00:00,000 --> 00:00:03,050 [Mat Helme] You're almost ready to critique your own design, 2 00:00:03,540 --> 00:00:08,430 but first, we need to cover 3 more key components to proper aesthetics. 3 00:00:08,760 --> 00:00:11,310 First up, we have emphasis. 4 00:00:11,550 --> 00:00:15,480 Emphasis means applying intentional focus on one or more objects. 5 00:00:15,960 --> 00:00:18,110 There are a few ways to do this— 6 00:00:18,120 --> 00:00:22,930 we have already talked about contrast being a way to achieve emphasis within a composition. 7 00:00:23,900 --> 00:00:29,710 Some of the other ways to portray emphasis are through size, color, and shape. 8 00:00:30,690 --> 00:00:37,330 What this does is it creates a main focal point or center of interest with the composition. 9 00:00:37,790 --> 00:00:40,960 This causes the eye to immediately go there. 10 00:00:41,670 --> 00:00:45,590 Think of the main focal point as a magnet and your eye is attracted to it. 11 00:00:45,950 --> 00:00:50,820 So, if we emphasize that focal point, we simply will draw the eye to it. 12 00:00:51,440 --> 00:00:55,650 We can also emphasize an element or elements through isolation. 13 00:00:56,030 --> 00:01:00,010 This is when the eye is diverted to the white space of the composition, 14 00:01:00,690 --> 00:01:05,820 so by leaving an area blank, our eye is automatically attracted to it. 15 00:01:06,990 --> 00:01:10,300 We could also emphasize through animation or movement, 16 00:01:10,300 --> 00:01:12,710 which is our next principle—movement. 17 00:01:13,590 --> 00:01:17,700 Movement is simply changing the place of an object's position. 18 00:01:18,400 --> 00:01:22,530 Visual movement is achieved through eye movement throughout a composition. 19 00:01:23,280 --> 00:01:26,880 Visual movement might also be referred to as rhythm— 20 00:01:27,190 --> 00:01:29,360 how the eye is moved throughout the piece. 21 00:01:29,860 --> 00:01:32,610 If it consistent? Is it choppy? 22 00:01:33,040 --> 00:01:38,630 Think of it like music—so if the eye moves smoothly throughout the composition, 23 00:01:39,070 --> 00:01:44,780 as we've strategically done throug our design and placement of our elements, this causes rhythm. 24 00:01:45,300 --> 00:01:47,850 Now, how the eye moves through the composition, 25 00:01:48,480 --> 00:01:54,210 whether it be consistent of choppy, all has to do with rhythm of the visual elements. 26 00:01:55,100 --> 00:01:58,350 We can also use a technique called implied movement. 27 00:01:58,890 --> 00:02:05,550 This is when we use sequential, repeating images, blurring, or motion indicators to apply movement. 28 00:02:06,020 --> 00:02:10,229 So, essentially, we're creating movement within a still object 29 00:02:10,229 --> 00:02:14,630 through repeating images, blurring, or motion indicators, 30 00:02:14,630 --> 00:02:20,830 such as wind or, say, if someone was running and we were to put dashed lines behind them. 31 00:02:21,370 --> 00:02:25,340 Or another good example is a smoke trail behind a plane. 32 00:02:25,780 --> 00:02:30,830 We already have an understanding that a plane moves, but by adding the smoke, we're implying the movement. 33 00:02:31,780 --> 00:02:34,300 We can also see this through shape, as well. 34 00:02:34,850 --> 00:02:39,110 Again, using the plane as the example, if we were to squish the plane down, 35 00:02:39,670 --> 00:02:46,830 this indicates that it's moving at a fast speed, thus making it more aerodynamic, thus implied movement. 36 00:02:47,660 --> 00:02:49,500 Lastly, I would like to discuss unity. 37 00:02:50,230 --> 00:02:54,700 Unity in design means 2 or more elements being joined as a whole. 38 00:02:55,140 --> 00:02:59,540 This can be done with color, size, shape, texture, and space. 39 00:02:59,800 --> 00:03:05,820 There is a reason why corporations use the same colors, graphics, fonts throughout their advertising— 40 00:03:06,510 --> 00:03:11,300 it's used to unite the brand's identity throughout all of their mediums, 41 00:03:11,300 --> 00:03:14,210 whether it be for print or digital. 42 00:03:14,400 --> 00:03:17,520 Consistency is key to a design's success. 43 00:03:18,050 --> 00:03:22,410 Take, for example, Coca Cola—you'll consistently see the same logo, 44 00:03:22,410 --> 00:03:29,420 the same color palette, and the same usage of those logos and color palettes throughout all of their advertising, 45 00:03:29,420 --> 00:03:34,690 whether it be on TV, whether it be on print, whether it be in a digital ad, or their website. 46 00:03:35,050 --> 00:03:37,720 Now, this can be for any of the design principles, as well. 47 00:03:38,330 --> 00:03:44,350 Say if Coca Cola, again, wanted to create movement within their digital ad— 48 00:03:44,350 --> 00:03:48,450 now, they would keep that consistent throughout all of their ads. 49 00:03:48,790 --> 00:03:50,950 Thus making it unified. 50 00:03:51,070 --> 00:03:54,830 Again, consistency is key to a design's success. 51 00:03:55,810 --> 00:04:00,430 We are now ready to critique a design, but first, let's take a quick quiz.