design principles

Balance

Balance is based on the notion, “the whole is thve sum of its parts.” Using balance, design elements or the “parts” are organized to create a whole that has equilibrium.

Proportion

Similar to balance, good proportion maintains an agreeable relation of parts within the whole. It’s the consideration of parts in relation to the whole.

Contrast

Contrast, created when elements are combined, provides necessary variety. Without contrast, even good design can be boring (or worse, ineffectual). While balance and proportion help to maintain cohesiveness, contrast adds interest.

Economy

Economy is the same as the “less is more” principle. On average, simplicity tends to emphasize a design’s intent more powerfully than complexity.

Direction

When elements are arranged well, “movement” or the illusion of direction is created. This helps lead the viewer’s eye and can emphasize the design’s intent.

hierarchy

Also known as dominance, this condition exists when design elements are arranged to create a emphasis of visual importance. For example, the cover of a book might include a title, subtitle, and the author’s name.

Color

Space

Perhaps most important to overall quality of design — as important as emphasis, but overlooked by many designers — is space. Including space (often called negative space) in a design provides its other elements with all the characteristics listed above. More often than not, a design fails without space.

The message must be clear. Whether a poster, brochure, logo, or Web site — the design should emphasize the message. Understand the details that will set you apart from your competition. Good design conveys information and communicates ideas. Poor design impairs this communication by getting in the way. Appreciate something that you or your clients didn’t know existed.

 

color

rgb vs cmyk

 

images

vector vs raster

Resolution

 

typography

 

serif vs  san-serif

kerning vs leading

 

types  of l logos

symbolic

vs type

word mark lettermark

brand mark

 

RESOLUTIONS

4:3

(1024×768)

16:9

(1920×1080)

(3840×2160) (4k)

21:9

(2560×1080) (3440×1440)

The last 10% is 90% of the project

 

TYPES OF FOLDS