Principles of Design
“People
ignore design that ignores people.” –Frank Chimero
What is
Design?
Design elements are the basic units of a visual image.
The principles of design govern the relationships of the
elements used and organize the composition as a whole.
All imagery -- art, design and photography alike – are
comprised of elements that can be broken down and analyzed. This goes for web
design as well.
Design
Elements:
Space:
Space can exist in two or
three dimensions. Also refers to positive or negative space. Promotes the
illusion of depth with foreground, mid or background elements.
Line:
Lines can be used to guide the
viewers eyes or provide a sense of movement or motion.
Color:
Color can evoke moods or to
draw the eye to a certain area. It can be used to mute or hide images, convey a
sense of place or time.
Shape:
Shapes can be either geometric
or organic. Some shapes can convey emotion or represent well known images.
Texture:
Texture is perceived surface
quality and can be implied or tactile, meaning an actual physical texture.
Value:
Value helps convey an illusion
of depth and gives objects shading. Value is the difference between light and
dark areas.
Design
Principles:
Unity:
A technique that can create a
sense of order, with a consistency of size and shape. Proximity can create a
sense of or lack of unity.
Repetition:
Repetition
is used all the time. Repetition is used all the time.
Harmony:
When things look like they are
in their place. When objects or shapes look like they belong. A rhythm to the
piece.
Proximity:
Incredibly powerful. Refers to
the physical placement of elements within the piece. Proper alignment and hierarchy
promotes legibility and logic within the piece.
Proportion:
The
relationship between objects, relative to size and scale.
Functionality:
The most important element of
design. The piece must both look good and covey a message. A balance must be
found between form and function in order to have a great piece.
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