10 Principles
of Design
NR 01
Color Three Properties of Color:
HUE: One is the name of the color as it is labeled on the color wheel. Common hues include red, orange, yellow, green, and blue. VALUE: Value refers to the darkness and lightness of a color. If a color is very light, we say it is a high-value color. INTENSITY: Intensity refers to the brightness or dullness of a color.
PRIMARY Colors
COMPLEMENTARY Colors
ANALOGOUS Colors
NR 02
Contrast The combination of different elements of design to highlight their differences and/or create balance. Contrast do apply to everything in design. Light with dark, big with small etc. Like a bold font and a thin font to let the eye wander to the right places.
NR 03
Balance Balance as a design principle, places the parts of a visual in an aesthetically pleasing arrangement. To balance a design doesn’t mean it has to be symmetrical. By placing a couple of elements to balance the design works like a charm. Do not put everything in one place. It will make it look messy. Add a picture in the right corner and a text in the left lower will definitely help with the balance in the design.
NR 04
Hierachy Visual hierarchy is the order in which the human eye perceives what it sees. By placing the element you want the viewer to read och look at first at the top and little bigger. Start with the most important in the design and then move lower in the hierachy and put the least irrelevant in the bottom. You can do this using size, position, color och bold fonts.
NR 05
Pattern Pattern uses the art elements in planned or random repetition to enhance surfaces or paintings. By using similar och connected elements to make a piece stronger or more coherent. Pattern can be repeated in any directions, from the middle out or from the top to the bottom.
NR 06
Unity
Unity means the harmony of the whole composition. The parts of a composition made to work together as a total visual theme. Unity gives a sense of oneness to a visual image. That words and images can work together to create a meaning. With better unity can a design visually be more organized and easier to understand.
NR 07
Emphasis It creates a focal point in a design; it is how we bring attention to what is most important. Emphasis is the one thing that catches the eye and make to viewer stop and look at the design. The one thing can strike out is the color or one thing is a lot bigger.
NR 08
Movement The way the artist leads the eye in, around, and through a composition. Movement in a visual image occurs when objects seem to be moving in a visual image. Changes in directions or in darkness to light can also create a sense of movement.
NR 09
Proportion Proportion refers to the relative size and scale of the various elements in a design. This means that by enlarge one piece of the design to make the viewer drawn to it but they will still see the whole picture. By having 4 pieces in the same size or font will make the viewer get bored. So by enhance one or more element in the design will look more interesting.
NR 10
Typo
The content is the king but the typoraphy is the queen and these two must work together to make the best design possible. It helps the viewer to read and make the design look flawless.By pairing a bold sans serif font with a narrow serif font will make it look more attrictive. By taking two similare fonts will probably make the design look messy and it will be hard for the reader to know what to focus on.
BOLD SANS SERIF Paired with a thin serif will make this look more attractiv for the reader.
THIS LOVELY FONT Paired with the same font in different size will make this much less attractiv for the reader.
BY Elin Johansson Crossmedia digital producer Ehlinmaria@live.se