The Principles of Design | FREE COURSE

Introduction

• Understand the rules that make design work

• Principles of design create visually pleasing and functional work

"To create successful design pieces, we need to understand the rules that make it work. The principles of design are a set of rules that designers use in order to create visually pleasing work in an organized and functional way."

Balance

• Every element on the page carries visual weight

• Balance creates stability in a design

• Lack of balance makes a design feel off-balance

"Balance creates stability in a design piece. Every element on the page carries visual weight. A lack of balance in the design piece can make a poster or a page look like it's falling toward one side."

Unity

• Unity is the harmony produced by all elements in a design

• Elements should create a relationship as organically as possible

• Lack of unity makes a design feel disorganized and cluttered

"Unity is the harmony produced by all of the elements in a design piece and how these elements create a relationship as organically as possible. A lack of unity can make a design feel disorganized and cluttered."

Contrast

• Contrast refers to the level of difference between design elements

• Contrast creates visual hierarchies and helps elements stand out

• Lack of contrast can confuse the viewer

"Contrast refers to the level of difference between design elements to create visual hierarchies. Contrast can create a focal point, and without it, we can confuse the viewer of the design."

Emphasis

• Emphasis is used to draw attention to a specific design element

• Contrast is key in creating emphasis

• Lack of emphasis makes a design look dull and boring

"Emphasis is a strategy used to get the viewer's attention to a very specific design element. As long as you have contrast, you will have emphasis. Lack of emphasis in the design piece would make it look dull and boring."

Repetition

• Repetition creates consistency in a design

• Repeating the same element enhances cohesiveness

• Lack of repetition can make a design look inconsistent

"Repetition is repeating the same element through a design to create consistency. Lack of repetition can make a design look inconsistent."

Pattern

• Pattern is the repetition of multiple design elements

• Pattern creates an enhanced viewer experience

• Care should be taken to avoid a cluttered or disorganized design

"Pattern is the repetition of multiple design elements that will help enhance the viewer's experience of the final design. We have to be careful not to create a clumpy or disorganized design."

Visual Hierarchy

• In brand design, it is important to create a pattern in order to extend the graphic line.

• The pattern in brand design helps to create an atmosphere.

• The use of impactful colors adds to the effectiveness of the design.

"It is important to create a pattern in order to extend the graphic line. [...] It is excellent the colors are great and very punchy."

Rhythm

• Rhythm is the visual tempo of a combination of elements used repeatedly throughout a design, with variation.

• Rhythm creates movement in a design, but in an organized manner.

• Rhythm may not be immediately noticeable unless the design is carefully analyzed.

"Rhythm is the visual tempo of a combination of elements used repeatedly throughout design, and with variation. [...] You won't really notice rhythm unless you really start to take apart a design piece."

Movement

• Movement refers to the path our eyes take through a design composition.

• A dynamic composition leads the viewer from one element to another.

• Movement can be used to direct the viewer's attention to specific elements within a design.

"Movements refers to the path our eyes take through a design composition. [...] We will use that to lead our viewers to a very specific element or to the most important elements in a composition."

Proportion

• Proportion refers to the sense of unity created when all design elements relate well to each other in a composition.

• Proportion can be achieved by varying the size of different elements and emphasizing the importance of certain elements.

• Proportion helps guide the viewer's focus and understanding of the hierarchy within a design.

"Proportion is the sense of unity created when all of the design elements in a composition relate well to each other [...] You will look very static if there was no proportion in a design and then everything will look exactly the same."

Harmony

• Harmony is the sense of cohesiveness between the elements in a design composition.

• Elements in a composition should be related, but not identical.

• Harmony can be achieved through the use of a consistent color palette, similar typefaces, and similar styles.

"Harmony is the sense of cohesiveness between the elements in a design composition. [...] The elements in a composition shouldn't be all the same but it should be somehow related."

Variety

• Variety creates contrast and tension in a design composition.

• Mixing different shapes, styles, and typefaces can create variety.

• Variety adds intrigue and engages the viewer.

"Variety creates contrast and tension in a design composition [...] it can be intriguing for the viewer."

Variety in Design

• Using perspective angle in an image creates visual interest and variety.

"So that is a really good use of variety."

Contrast as a Design Element

• Contrast is a key principle of design.

"Key here is to have contrast."

Using Variety and Repetition

• This example from Envato Elements demonstrates the use of variety and repetition.

• Different colors and typefaces are mixed to add variety.

• Variety is further added through the use of different elements in each compartment, such as text, illustrations, or images.

• There is enough repetition to create a sense of unity among the compartments.

"So there is enough repetition to know that all of these compartments belong together. But also enough variety to know that, again, they're not siblings, but they're cousins."

Importance of Principles of Design

• The principles of design serve as the foundation for creating a strong composition.

• They help in understanding how other designs are built and can be used as a guide in the design process.

• The principles of design ensure that every element in a composition serves a purpose and communicates a clear message.

"The principles of design are the foundation for creating a composition."

"And the use of these principles will help you design with purpose by giving function to every single element in a composition."

"And when you look at a design piece from now on, you will be able to decode it and understand why each piece is there and what is its function."

Editing Process in Design

• The editing process in design involves ensuring that all elements are present and working cohesively within the principles of design.

• It may involve adding or removing elements to ensure the design follows the rules.

• The principles of design provide a framework for the editing process.

"If you're missing an element or maybe you need to add another element, so you're sure that your design can work with these rules."

"And I call this the editing process when you're designing something."

Communicating a Clear Message

• The principles of design help in delivering a clear message through organized and visually pleasing work.

• By considering the principles of design, designers can ensure that the message is communicated cleanly and clearly.

"And you can communicate a clear message that it isn't only about the message, but how we carry it to deliver it cleanly and clearly."

Resources for Design

• Envato Elements is a recommended resource for designers, offering a wide range of creative templates, photographs, fonts, and graphic assets.

"If you're looking for a creative template, be sure to check out Envato Elements."

"There are so many different assets you can find there for your next project."

"And when you look at a design piece from now on, you will be able to decode it and understand why each piece is there and what is its function."