Product Design Mockup

Perspective Drawing

Package Design

Hand Lettering Project

Principles of Design Notes

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.