THE PRINCIPLES OF DESIGN

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Web design is a new profession if you compare it to other forms of design. No matter if we talk about print media design or furniture design it seems that all the different design disciplines have there own little aspects which are unique to that each. Web design for instance has to consider web safe colors and fonts, screen resolutions, browsers, and etc., however there are still some basic design principles that need to be followed.

THE PRINCIPLES OF DESIGN

BALANCE

A large shape close to the center can be balanced by a small shape close to the edge. A large light toned shape will be balanced by a small dark toned shape (the darker the shape the heavier it appears to be)

GRADATION

Gradation of size and direction produce linear perspective. Gradation of of colour from warm to cool and tone from dark to light produce aerial perspective. Gradation can add interest and movement to a shape. A gradation from dark to light will cause the eye to move along a shape.

REPETITION

Repetiton with variation is interesting, without variation repetition can become monotonous

see notes on repetition

CONTRAST

Contrast is the juxtaposition of opposing elements eg. opposite colours on the colour wheel - red / green, blue / orange etc. Contrast in tone or value - light / dark. Contrast in direction - horizontal / vertical.

The major contrast in a painting should be located at the center of interest. Too much contrast scattered throughout a painting can destroy unity and make a work difficult to look at. Unless a feeling of chaos and confusion are what you are seeking, it is a good idea to carefully consider where to place your areas of maximum contrast.

HARMONY

Harmony in painting is the visually satisfying effect of combining similar, related elements. eg.adjacent colours on the colour wheel, similar shapes etc.

DOMINANCE

Dominance gives a painting interest, counteracting confusion and monotony. Dominance can be applied to one or more of the elements to give emphasis

UNITY

Relating the design elements to the the idea being expressed in a painting reinforces the principal of unity.eg. a painting with an active aggressive subject would work better with a dominant oblique direction, course, rough texture, angular lines etc. whereas a quiet passive subject would benefit from horizontal lines, soft texture and less tonal contrast.

Unity in a painting also refers to the visual linking of various elements of the work.

There are many resources available and the following is a small list of some of the ones I use.

1. http://char.txa.cornell.edu/

2. http://daphne.palomar.edu/design/contents.html

3. http://gestalttheory.net/

4. http://graphicdesignbasics.com

5. http://websitetips.com/typography/tutorials/

Wiredwizard

Memphis Web Design

service@wiredwizard.net

Memphis, TN

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