Design principles & tenets
- 1. D e s i g n & B r a n d i n g D e s i g n P r i n c i p l e s & T e n e t s
- 2. Principles of Design: Just Remember CRAP T H I N G S T O A L W A Y S K E E P I N M I N D C o n t r a s t If things are not styled exactly the same, they should be very different and distinguishable. Contrast and hierarchy often draws the eye first to successful design. R e p e t i t i o n Visual elements should match in style by repeating common characteristics: colors, shapes, textures, patterns, spacing, line weight, fonts, sizing, shapes, and graphic styles. A l i g n m e n t Nothing should be placed randomly on the page. Things should either line up exactly or be intentionally placed in a grid-style layout to create symmetry for the eye. P r o x i m i t y Items and graphic elements related to each other should be placed physically close to one another, so as to become one visual “group”. Information should be organized in like units.
- 4. CONTRAST Good design follows information architecture, creating levels. Text should be styled noticeably different in a way that creates contrast. Colors and elements, likewise, should be far apart enough to be clearly separate and legible.
- 6. REPETITION I prefer to refer to this as “consistency” rather than repetition. Good design should use the same typography hierarchy, the same color scheme, and have a uniform or similar layout structure between pages (think website). This is especially important throughout a brand! Everything related to a brand should look like it goes together. It shouldn’t look identical, but it should look consistent in style and aesthetic.
- 8. ALIGNMENT Elements on a page need to line up, linearly or with centering both vertically and horizontally. Using a grid is the best way to do this.
- 10. PROXIMITY Physically, like information should be with like, different pieces of information should be separate. White space creates minimalism and division between elements, and should be maximized for the cleanest look and feel.
- 12. The rule of thirds states that if you take a canvas and divide it into three equally sized horizontal sections and three equally sized vertical sections, the resulting grid provides a sort of “roadmap” that helps you choose where to place your design elements. This is related to the golden ratio, which is what the human brain finds most aesthetically pleasing. Three More Pieces E v e r y d e s i g n e r s h o u l d k n o w R u l e o f T h i r d s C o n c e p t o f B a l a n c e G e s t a l t T h e o r y Balance is the positioning and overall symmetry in placement of elements vertically and horizontally in a design. Generally, balance should either be as symmetrical as possible or intentionally and distinctly asymmetrical. Balance is the distribution of visual weight within your design. It’s about achieving visual and psychological equilibrium using different design elements. Gestalt Theory is a more complex concept to grasp than most of the others. It means that the design’s psychological effect is greater and more memorable than the sum of its parts. Gestalt principles describe how viewers group different objects and elements together into a single, coherent whole if disparate elements are arranged in a particular way. 1 2 3
- 13. Rule of Thirds The rule of thirds states that if you take a canvas and divide it into three equally sized horizontal sections and three equally sized vertical sections, the resulting grid provides a sort of “roadmap” that helps you choose where to place your design elements. This is related to the golden ratio, which is what the human brain finds most aesthetically pleasing. 1 2 3 4 The human eye typically follows this pattern:
- 18. Concept of Balance Balance is the positioning and overall symmetry in placement of elements vertically and horizontally in a design. Generally, balance should either be as symmetrical as possible or intentionally and distinctly asymmetrical. Balance is the distribution of visual weight within your design. It’s about achieving visual and psychological equilibrium using different design elements.
- 19. Symmetrical Balance: Symmetrical balance does what it says– it balances a design using symmetry. By reflecting certain design elements from left to right or top to bottom, you can create a strong sense of balance.
- 20. Asymmetrical Balance: Asymmetrical balance achieves balance through contrast, often by balancing elements of similar or equal weights rather than creating an identical mirrored image. For example, several smaller elements will balance out one larger element.
- 21. Gestalt Theory Gestalt Theory is a more complex concept to grasp than most of the others. It means that the design’s psychological effect is greater and more memorable than the sum of its parts. Gestalt principles describe how viewers group different objects and elements together into a single, coherent whole if disparate elements are arranged in a particular way.
- 22. Simplicity: The law of simplicity indicates that our mind perceives everything in its simplest form. Elements together can be used to create a simpler shape, and the brain will draw that shape’s conclusion.
- 23. Figure-Ground: Based on the eye’s tendency to see and separate objects from their surrounding background. Depending on how you arrange and balance figure and ground, you can direct your audience’s eye towards specific focal points and use these elements to communicate or complement your message.
- 24. Proximity: We perceive elements as belonging to the same group if they are laid out closely together, and can arrange them into a single shape or outline image.
- 25. Similarity: We perceive elements as belonging to the same group if they look like each other. The principle of similarity can be triggered using color, size, orientation, texture and even fonts. This can also be used to show contrast and individuality.
- 26. Continuity: Elements are visually associated if they are aligned with each other. Lines are perceived as a single figure insofar as they’re continuous. The smoother their segments are, the more we see them as a unified shape.
- 27. Closure: Closure is based on the human eye’s natural tendency to see closed shapes. When an object is incomplete or the interior space of a particular design element is not fully enclosed, the viewer unconsciously completes the shape.
- 28. The way to learn design is to 1) observe the design you see around you and 2) to just start doing it! Go to www.canva.com and start playing!
- 29. D e s i g n & B r a n d i n g D e s i g n P r i n c i p l e s & T e n e t s