Design principles

Design principles are propositions that, when applied to design elements, form a design.

Balance

Types of balance in visual design

The top image has symmetrical balance and the bottom image has asymmetrical balance

• Symmetry

Hierarchy/Dominance/Emphasis

Main article: Visual hierarchy

Scale/proportion

Scale can be considered both objectively and subjectively. In terms of objective, scale refers to the exact literal physical dimensions of an object in the real world or the coloration between the representation and the real one. Printed maps can be good examples as they have an exact scale representing the real physical world. Subjectively, however, scale refers to one's impression of an object's size. A representation “lacks scale” when there is no exact cause linking it to lived experience, giving it a physical identity. As an example, a book may have a grand or intimate scale based on how it relates to our own body or our knowledge of other books.

Scale in design

A printed piece can be as small as a postage stamp or as large as a billboard. A logo should be legible both in tiny dimensions as well as from a distance on a screen. Some projects have their specified scale designed for a certain medium or site, while some others need to work in various sizes designed for reproduction in multiple scales. No matter what size the design work is, it should have its own sense of scale. Increasing an element's scale in a design piece increases its value in terms of hierarchy and makes it to be seen first compared to other elements while decreasing an element's scale reduces its value.

Contrasts

• Space
  • Filled / Empty
  • Near / Far
  • 2-D / 3-D
• Position
  • Left / Right
  • Isolated / Grouped
  • Centered / Off-Center
  • Top / Bottom
• Form
  • Simple / Complex
  • Beauty / Ugly
  • Whole / Broken
• Direction
  • Stability / Movement
• Structure
  • Organized / Chaotic
  • Mechanical / Hand-Drawn
• Size
  • Large / Small
  • Deep / Shallow
  • Fat / Thin
• Color
  • Grey scale / Color
  • Black & White / Color
  • Light / Dark
• Texture
  • Fine / Coarse
  • Smooth / Rough
  • Sharp / Dull
• Density
  • Transparent / Opaque
  • Thick / Thin
  • Liquid / Solid
• Gravity
  • Light / Heavy
  • Stable / Unstable

See also

• Composition (visual arts)
• Gestalt laws of grouping
• Interior design
• Landscape design
• Pattern language
• Elements of art
• Principles of art
• Color theory

References

• Kilmer, R., & Kilmer, W. O. (1992). Designing Interiors. Orland, FL: Holt, Rinehart and Winston, Inc. ISBN 978-0-03-032233-4.
• Nielson, K. J., & Taylor, D. A. (2002). Interiors: An Introduction. New York: McGraw-Hill Companies, Inc. ISBN 978-0-07-296520-9
• Pile, J.F. (1995; fourth edition, 2007). Interior Design. New York: Harry N. Abrams, Inc. ISBN 978-0-13-232103-7
• Sully, Anthony (2012). Interior Design: Theory and Process. London: Bloomsbury. ISBN 978-1-4081-5202-7.

External links

• Art, Design, and Visual Thinking. An online, interactive textbook by Charlotte Jirousek at Cornell University.
• The 6 Principles of Design