2. VISUAL DESIGN PRINCIPLES.
Hasso Plattner Institute of Design
An empty page has infinite possibilities.
Your first step is to define constraints that will give you a starting
point and will allow you to turn a page of endless possibility into a
meaningful composition.
The following seven principles are some constraints to consider
when beginning the daunting task of tackling the bank page.
3. VISUAL DESIGN PRINCIPLES.
Hasso Plattner Institute of Design
CONTRAST.
Visual design is all about contrast. Differences breed drama and
add meaning and visual interest. Contrast can take several forms.
Contrast is especially useful to emphasize bits and guide the eye.
http://www.alistapart.com/articles/contrastandmeaning/
4. VISUAL DESIGN PRINCIPLES.
Hasso Plattner Institute of Design
USE TREATMENT TO CONVEY MEANING (&
EMOTION).
Everything on the page communicates something. Color, Shape,
Texture, Directionality, and Repetition are all at your disposal. Use
them to be expressive.
http://gdbasics.com/index.php?s=dp2
5. VISUAL DESIGN PRINCIPLES.
Hasso Plattner Institute of Design
CLARIFY TO AMPLIFY.
“Less is more.” - Mies Van Der Rohe
The more you leave out details that don’t illuminate your main point
the more your point will shine through.
http://www.flickr.com/photos/agirlnamedtor/5112789301/
6. VISUAL DESIGN PRINCIPLES.
Hasso Plattner Institute of Design
ADD AN ANALOGY.
Analogies are doubly beneficial. A good analogy gives you a theme
to follow and helps you narrow in on what treatment and colors to
use. Additionally, it provides a viewer with backstory and a set of
ideas to start to make sense of what you are presenting.
http://www.squidspot.com/Periodic_Table_of_Typefaces.html
7. VISUAL DESIGN PRINCIPLES.
Hasso Plattner Institute of Design
CONSIDER THE WHOLE ABOVE THE PARTS.
Individual parts are important in how they construct a coherent relation to each other and in how they affect the continuity of the
whole and how they inform each other. Consistency across overall composition.
elements, be it in color, shape, scale, or texture is critical in reading
a design as a coherent whole. Variation within these constraints
then allows the parts to be distinguished. Consider all the parts in
8. VISUAL DESIGN PRINCIPLES.
Hasso Plattner Institute of Design
DESIGN WITH STRUCTURE.
Why not begin with structure? Once it is established, it is easy to
violate. Grid, for example, are a great place to start.
http://thegridsystem.org
9. VISUAL DESIGN PRINCIPLES.
Hasso Plattner Institute of Design
USE TYPE AS A VISUAL OBJECT.
“Combining typefaces is like making a salad. Start with a small the pungent shock of an occasional anchovy.”
number of elements representing different colors, tastes, and - Ellen Lupton, Thinking with Type
textures. Strive for contrast rather than harmony, looking for
emphatic differences rather than mushy transitions. Give each
ingredient a role to play: sweet tomatoes, crunchy cucumbers, and
http://www.thinkingwithtype.com/contents/letter/#Type_Families
