Master 5 Design Principles With This Course! (MUST WATCH)

By Satori Graphics

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Key Concepts

Repetition, Contrast (color, shape, texture, hierarchy), Hierarchy (attract, intrigue, deliver), Space (macro, micro, active, passive), Balance (symmetrical, asymmetrical), Rhythm, Negative Space, Proximity.

Repetition

  • Definition: Repeating a single element multiple times to unify a design. It acts as "glue," holding everything together.
  • Elements of Repetition: Colors, typeface styles and fonts, line size and scale, shape, texture, and language.
  • Applications: Poster designs, graphic design portfolios, website design, editorial design (magazines), brand identities.
  • Coca-Cola Example: Consistent use of bright red and white for over 100 years, creating a mental trigger for consumers.
  • Rogue Beer Example: Repetition of hand-drawn illustrations, typographic logo, and consistent imagery of fruits, ingredients, and natural settings to install an independent and natural brand image.
  • Logo Design E-Guide Example: Consistent fonts, color scheme, shapes, and layout to tie the design together and solidify competence.
  • Portfolio Design: Lack of repetition leads to disjointed and unorganized designs. Professional designs are tied together with repetition.
  • Portfolio Website Example: Black and white colors, consistent fonts, background texture, and rollover graphic of connected typography.
  • Breaking Repetition: Useful for creating focal points. In the portfolio example, circular hover areas contrast with the angular design.
  • Banking Logos Example: Most UK banks use black, red, or blue. Lloyd's Bank uses black and green to stand out.
  • Summary: Repetition ties a design together, focusing on style, fonts, colors, shape, and size. It's a widely used and important principle.

Contrast

  • Definition: Using different elements to create visual interest and highlight specific areas.
  • Poster Example:
    • Color Contrast: White against black or orangey-pink.
    • Shape Contrast: Straight, angled lines contrasted with the smooth curves of the shoe and logo.
    • Texture Contrast: Sandy background texture contrasted with the smooth shoe.
  • Business Card Example:
    • Color Contrast: One side dark background with white text, the other side white background with dark text.
    • Hierarchy Contrast: Different weights and sizes of text.
  • App Design Example:
    • Color Contrast: Black labels on white/gray background.
    • Font Contrast: Different font choices, weights, and colors to highlight important parts (e.g., "for sale" signs in red).
    • Section Contrast: Bold, bright color sections contrasting with the white/gray background.
    • Photograph Contrast: Red on blue, blue on orange, etc.
    • UI Contrast: Red dots and tabs.
  • Summary: Contrast is fundamental to graphic design, using color, shape, texture, and hierarchy to create visual interest and guide the viewer's eye.

Hierarchy

  • Definition: Giving extra weight to certain elements of a design over others to convey a message and guide the viewer. Combines dominance and priority.
  • Three-Stage Marketing Process:
    • Attract: Bringing in the viewer.
    • Intrigue: Spiking their interest.
    • Deliver: Delivering the message.
  • Adidas Poster Example:
    • Attract: Shoe and pink splash.
    • Intrigue: Quote "time to change up."
    • Deliver: Message below the quote.
  • Apple Website Example:
    • Bottom Section: iPhone image and "iPhone" (level one), "lots of love less to spend" (level two), paragraph below (level three).
    • Upper Section: Blue buy symbol and Apple logo (level two), rest of the content (level three).
  • Brochure Example: Design split into sections with multiple levels of hierarchy. Headings and main imagery (level one), subtitles and other graphics (level two), body text and small details (level three).
  • Hierarchy Techniques:
    • Weight: Bolder fonts for important areas.
    • Size: Larger elements for more important content.
    • Color: Different colors to make elements stand out.
    • Orientation: Arranging text and assets at specific angles.
    • Space: White space to make elements more obvious.
    • Font Style: Using different font styles (e.g., serif for body text, sans serif for headings).

Space

  • Definition: The effective use of white space (negative space) to enhance visual hierarchy, prevent clutter, add style, and emphasize bonds between visual elements.
  • Benefits of Mastering Space: Enhances visual hierarchy, prevents clutter, adds style and elegance, emphasizes proximity.
  • Macro vs. Micro White Space:
    • Macro White Space: Large expanse areas of nothingness.
    • Micro White Space: Smaller sections of nothingness between lines of text, paragraphs, and design objects.
  • Content Consideration: Determine the amount of text and visuals provided by the client to decide the balance between macro and micro white space.
  • Target Audience: Consider the target audience when balancing macro and micro white space. More macro white space for quick digestion (e.g., posters for busy professionals).
  • Rule of Thumb: More macro white space suggests minimalism, modernity, and luxury. More micro white space suggests informative and serious designs.
  • Passive vs. Active White Space:
    • Passive White Space: Helps legibility and aesthetics without guiding the viewing order.
    • Active White Space: Helps the viewer move through the design in order and structure.
  • Paragraph Example: Poor use of micro white space makes text illegible. Adding passive white space improves readability. Active white space breaks down text into digestible chunks.

Balance

  • Definition: Even distribution of the weight of elements along the vertical and horizontal axes to give a design form and stability.
  • Types of Balance:
    • Symmetrical Balance: Symmetry of two or more shapes.
    • Asymmetrical Balance: Using hierarchy to create visual balance.
  • Symmetrical Balance Example: Graphics and typography balanced on the left and right.
  • Groups of Three Example: Visual balance working in groups of three.
  • Complex Balance Example: Three central circles balanced by type, fine line graphics, and other small elements.
  • Image Balance Example: A large singular design element (a person) balanced by smaller design elements in the top left.

Design Principle Quiz

  • Question 1 (3 points): Where is the main CTA using emphasis? Answer: "Then you're correct."
  • Question 2 (3 points): What design principle makes the back of the business card appear so different to the front? Answer: Contrast.
  • Question 3 (3 points): Positioning a design layout with an illustration on the right and a logo on the top left mainly uses what principle? Answer: Balance.
  • Question 4 (4 points): What principle has been used to create the focal point illusion in the poster design? Answer: Negative Space (2 points for Space).
  • Question 5 (4 points): What principle helps the viewer understand that all of these belong together on the website design? Answer: Proximity.
  • Question 6 (4 points): What two things can we do to the typography on the left to make it more effective? Answer: Create contrast in fonts (2 points), create hierarchy with size (2 points).
  • Question 7 (5 points): How many uses of hierarchy are on this web page design (excluding the main navigation bar)? Answer: 5 (1 point each).
    • Brian is brighter white than Lane.
    • Brian Lane is larger than the text above it.
    • Edith is brighter white than the text above.
    • The main graphic on the right is larger than everything else.
    • The text here is slightly larger than the name Edith.
  • Question 8 (5 points): What design principle has been used throughout every page of the magazine layout that helps you realize and is connected in some way? Answer: Repetition (square graphic).
  • Question 9 (5 points): The line coming from a camera is making use of a design principle that relates to the viewer's eye, what is this principle? Answer: Rhythm.
  • Question 10 (6 points): In terms of the design principle of color, what is so important to the effectiveness of this weight loss/health design message to the audience? Answer: The design heavily uses pastel colors because psychologically speaking pastel colors are a strongly positive Color Group. They are associated with cleanliness freshness and this makes them a good fit for marketing themes around Health makeup or fragrance.

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Conclusion

  • It is possible to create a good design without thinking about design principles, but it requires intuition and trial and error.
  • Using design principles removes trial and error, saves time, and guarantees a positive final design solution.
  • Trial and error wastes time and doesn't guarantee a positive final design solution.

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