Key Design Principles

Introduction

• Basic Design Elements: Lines, shapes, form, text, and color
• Objective: Learn key design principles to create with confidence

Emphasis

• Definition: When one element stands out (bigger, bolder, or brighter)
• Purpose: Highlight important parts of the design
• Techniques: Contrast, movement, and white space

Contrast

• Definition: Difference between elements (e.g., red and blue, big and small)
• Purpose: Adds interest and emphasis
• Elements: Color, texture, and lines
• Examples:
  • Bold and bright text against a dark background
  • White rings surrounding black circles
  • Textured photographs contrasting with plain backgrounds

White Space

• Definition: Any area not taken up by other elements (text, photos, or illustrations)
• Purpose: Create grouping, add emphasis, improve legibility
• Features:
  • Can be any color (often background color)
  • Provides breathing space and prevents overcrowding
  • Helps with emphasis by drawing attention to elements
• Example: Text stands out due to surrounding white space

Movement

• Definition: How eyes scan the page, following elements in a certain order
• Techniques: Line and color
• Examples:
  • Simple shapes and contrasting colors directing attention
  • Imaginary movement like a sun poised to move across a shape
  • Eyes scanning from title to images, prompted by empty space

Repetition

• Definition: Using an element multiple times to create patterns or rhythm
• Purpose: Adds consistency and emphasis
• Techniques:
  • Building patterns, e.g., repeating an object to cover the page
  • Using minimal text with subtle color and space emphasis
  • Creating a visual beat similar to music

Proportion

• Definition: The size and quantity of elements in relation to each other
• Purpose: Prevents designs from feeling heavy or lopsided
• Examples: Correctly sizing a cup, spoon, and book in relation to each other

Balance

• Definition: Positioning of objects within the design
• Types: Symmetrical (secure, but can be boring) vs. Asymmetrical (dynamic)
• Techniques: Considering the 'weight' of elements (size, shape) for balance
• Example: Balancing a large element with smaller ones, creative imbalance for effect

Alignment

• Definition: Relationships between elements along the X and Y axes
• Purpose: Adds structure and order
• Techniques:
  • Edge alignment (top, bottom, left, right)
  • Center alignment (horizontal, vertical, or both)
  • Aligning objects to each other to indicate relationships

Conclusion

• Summary of Principles:
  • Emphasis: Making one element stand out
  • Contrast: Differences between elements
  • White Space: Providing breathing room for design
  • Movement: Directing how eyes scan the page
  • Repetition: Adding patterns and rhythm
  • Proportion: Ensuring elements are appropriately sized in relation
  • Balance: Achieving symmetry or dynamic asymmetry
  • Alignment: Structuring relationships between elements
• Practice: Test out each principle in your designs