DESIGN PRINCIPLES
You’re a new designer and have no idea about the guidelines in design. You need to create a good design that communicates to users. You decide to merge some texts, shapes and colors to create a design and it turns out like this:
It may seem too plain to some customers, to avoid that plain statement, there are principles to abide by. In design, there are different elements which are added to create a good design. They are lines, shapes, images, illustrations, color, typography, layout & composition.
A good design should communicate some emphasized text or image. A good design should be well balanced and properly aligned. A good design should have a contrast and repetition of some layouts. What is good design without negative space, movement of elements and equally proportioned sections?
For every design published or shared, there are rules which must be adhered to create an attractive and meaningful design. Below are the principles:
BALANCE
Balance is focused on how design elements are equally laid out. All design elements have weight, hence there needs to be a balance in design. There are two (2) main types of balance: Symmetrical and Asymmetrical balance. In symmetrical balance, design elements in one section are equivalent to the design elements in the opposite section. In asymmetrical balance, design elements may seem different but there is a balance. Balance can be affected by color, size, number and negative space.
CONTRAST
“Please can this POP?”, that is what is heard from most customers upon viewing a design. Customers mean there is no contrast. In a design, your typography should contrast with your background so that the content can be readable and can blend well together. A good example of a platform with good contrast is the Google Search Engine. The theme colors of Google contrast with the white background.
EMPHASIS
Emphasis is focused on communicating the most important information to viewers and users. Emphasis can determine the impact of information. Sometimes, texts can be formatted to convey its importance. For example, if a text is small, it means it has less information and if the text is larger or bolder or of a different color, it means it has more information to convey.
MOVEMENT
This is focused on how design travels in a user’s eyes. Movement ensures that the eye is led from one design element to another design element. With movement, a detailed story of work is displayed.
PATTERN
Patterns are a continual repetition of design elements. Patterns are used to display uniformity between design elements.
PROPORTION
Proportion is the relationship between design elements. Good proportion can be achieved if all the elements are equally sized. Proportion occurs when alignment, balance and contrast of design elements are well blended. An example is the Airbnb website.
UNITY
Unity is focused on the merger of design elements which need to work together. When elements of design display harmony between themselves, design concepts are communicated to users and viewers.
NEGATIVE SPACE
Negative Space is the space around design elements. It is also called White Space. Negative Space is used to give elements the chance to breathe. According to Caler Edwards, “There are three (3) ways we can manipulate negative space which are padding, margin and line-height”. This can be understood using the CSS Box Model. There are two (2) main types of negative spacing which are Macro space and Micro space. Macro space is the space within larger elements, for example, the space between buttons. Micro space is the space between smaller design elements, for example, the space within the button. A good example is the Apple Website.
All the principles stated above can communicate meaning to users and viewers of the product.
