THE PRINCIPLES OF GREAT DESIGN

By @LeeCarnihan

GREAT DESIGN USES SOME, IF NOT ALL, OF THE

FOLLOWING PRINCIPLES...

PRIMACY

What we see first will prime us for what follows. What we see last will also be remembered,

but the middle is often forgotten.

PROXIMITY

Where is each element on the page positioned and why? How does its position affect the other elements in the design?

PROPORTION

Is each element of the design in proportion to all the others?

USE OF SPACE

What is left out can often help make your point.

PERSPECTIVE

Where is the viewer standing in relation to the design?

FOCUS

What is the eye being drawn to? Or being asked to look at?

BALANCE & WEIGHTING

How are the elements weighted and distributed across the design?

COMPOSITION

How are all the elements composed? How well do they harmonise?

Or do they conflict?

SYMBOLISM

What messages are you embedding in your design? Are they literal, figurative and culturally relevant?

Are they well understood or completely new?

PATTERN

The brain likes pattern because it’s regular and predictableand that makes it quick and easy to process.

DISTINCTION

The odd one out stands out.

TEXTURE

How does the design feel?

FLOW

Where are the design’s elements leading?Is there a beginning, middle and end?

EMPHASIS

What’s the most important element in the design?

COLOUR

Colour can convey meaning but what if the colour was absent, could your design still be understood?

Are the colours culturally relevant?

CONTRAST

Contrast can be used to help something stand out or as a complement or to create visual conflict.

SBS

Saturation, brightness and sharpness. Not principles as such but techniques to employ as part of the principles.

QUALITY OF EXECUTION

Many a good idea has been ruined by poor execution.

AND IF YOU’RE WONDERING HOW TO USE THOSE PRINCIPLES

IN A DESIGN STRATEGY, TRY THIS...

USE THE RIGHT PRINCIPLES IN THE RIGHT MEDIUM

FOR THE RIGHT PERSON IN THE RIGHT CONTEXT

AT THE RIGHT TIME.SIMPLE.

I’m Lee. I love design. What do you love?

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