Table of contents

Colour Theory

Colour is decided by the mind

Colour Psychology

Recommended Books

While there's much debate about exactly how many design principles there are (and even what they mean), there are some that appear regularly and are more consensual. Design principles are some rules that designers can follow when making a composition to design a successfully pleasing and functionally appropriate work.design agency

Desire to of these rules is to convey the message in the absolute most organised and functional way possible.

Beyond all the experimentalism, which will be always welcome, it is very important to know the meaning of the fundamentals, the bases. Every piece of design includes a structure beneath the surface that supports it and helps it be relevant, interesting and balanced. Beyond all the experimentalism, which will be always welcome, it is very important to know the meaning of the fundamentals, the bases. Every piece of design includes a structure beneath the surface that supports it and helps it be relevant, interesting and balanced.

Proportion
Proportion defines the perfect relationship between elements and between elements and spaces. Applied well, as artists have prepared for centuries, it may evoke an expression of wholeness and fullness

Space

Proportion defines the perfect relationship between elements and between elements and spaces. Applied well, as artists have prepared for centuries, it may evoke an expression of wholeness and fullness

Size

Size is how big or small something is in relation to something else. It defines importance, creates visual interest through contrast and directs attention.

Hierarchy

Hierarchy is connected to the relative importance of elements in the design. The main elements should really appear to be the most crucial and vice versa.

Contrast

Differentiated elements in a style should stand besides each other. One of the ways to do this is through contrast. An excellent CONTRAST – which can be achieved using colour, tone, size, etc – enables you to guide a person's eye of the beholder in a natural way

Repetition

Differentiated elements in a style should stand besides each other. One of the ways to do this is through contrast. An excellent CONTRAST – which can be achieved using colour, tone, size, etc – enables you to guide a person's eye of the beholder in a natural way

Variety

Height+Width=Shape. We all know the basic shapes: squares, triangles, rectangles and circles. Less banal or even extravagant shapes may be used to attract attention. There are three main ones: geometric (mentioned), natural (leaves, people, etc.) and abstract (stylisations, icons, etc.)

Balance

Proximity provides visual unity in a design. If two elements are related together, they must be positioned close together. By doing this, visual clutter is reduced and organisation enhanced, thus increasing the viewer's understanding.

Alignment

Proper alignment in a style implies that any element present ought to be visually attached to another. It offers coherence; nothing looks out of place or confusing when a good alignment has been applied.

Movement

Movement guides the viewer's eye through the design. Emphasis and positioning can guide from one element to another by focusing and leading where it's most important.

Rithm

The space between elements can produce an expression of rhythm that may be used to generate a variety of sensations, such as for example calm – with a regular rhythm – or excitement – by having an irregular rhythm.