Download - The Principles of Great Design
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GREAT DESIGN USES SOME, IF NOT ALL, OF THE
FOLLOWING PRINCIPLES...
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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.
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PROXIMITY
Where is each element on the page positioned and why? How does its position affect the other elements in the design?
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PROPORTION
Is each element of the design in proportion to all the others?
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USE OF SPACE
What is left out can often help make your point.
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PERSPECTIVE
Where is the viewer standing in relation to the design?
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FOCUS
What is the eye being drawn to? Or being asked to look at?
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BALANCE & WEIGHTING
How are the elements weighted and distributed across the design?
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COMPOSITION
How are all the elements composed? How well do they harmonise?
Or do they conflict?
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SYMBOLISM
What messages are you embedding in your design? Are they literal, figurative and culturally relevant?
Are they well understood or completely new?
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PATTERN
The brain likes pattern because it’s regular and predictableand that makes it quick and easy to process.
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DISTINCTION
The odd one out stands out.
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TEXTURE
How does the design feel?
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FLOW
Where are the design’s elements leading?Is there a beginning, middle and end?
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EMPHASIS
What’s the most important element in the design?
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COLOUR
Colour can convey meaning but what if the colour was absent, could your design still be understood?
Are the colours culturally relevant?
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CONTRAST
Contrast can be used to help something stand out or as a complement or to create visual conflict.
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SBS
Saturation, brightness and sharpness. Not principles as such but techniques to employ as part of the principles.
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QUALITY OF EXECUTION
Many a good idea has been ruined by poor execution.
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AND IF YOU’RE WONDERING HOW TO USE THOSE PRINCIPLES
IN A DESIGN STRATEGY, TRY THIS...
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USE THE RIGHT PRINCIPLES IN THE RIGHT MEDIUM
FOR THE RIGHT PERSON IN THE RIGHT CONTEXT
AT THE RIGHT TIME.SIMPLE.
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I’m Lee. I love design. What do you love?
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