What are Design Principles?
Design principles are theories, conventions, artistic traditions that inform how writers, speakers, knowledge workers . . . use design elements in their texts (aka compositions).
Design principles are a sort of grammar for visual language: they inform both the interpretation and production of information.
Related Concepts: Design Thinking;
Why Do Design Principles Matter?
Design Principles inform literacy, reading and writing practices. They are semiotic, cultural, artistic traditions that govern a discourse community’s textual practices. They are a form of grammar and mechanics. Yet rather than words, phrases, sentences, and paragraphs, they govern visual language.
Just as we learn grammar informally as we are raised, we learn design principles largely through informal processes: from trial and error, from practice, learning, observing, and thinking. Consider, for instance, the global preoccupation with selfies: some surveys estimate that people take 450 selfies a year, and over 25,700 selfies in a lifetime. That’s a lot of practice when it comes to framing and working with images.
Proximity, Alignment, Repetition, Contrast—these principles, sometimes referred to as P.A.R.C. or C.R.A.P., play a king-size role in any composition.
| Alignment | Align copy and visuals in consistent manner. Avoid a jumbled look, the feeling of puzzle pieces scattered willy nilly. |
| Balance: Symmetrical, Asymmetrical, & Radial | Place design elements in relation to other design elements. Place equal weighting of design elements on the left, right, top, and bottom quadrants of the text to achieve balance. |
| Contrast | Create focus by using design elements (such as use of bold face or font) to highlight texts and the ideas behind those texts. |
| Color Theory | Color Theory pertains to research and scholarship |
| Emphasis | |
| Gestalt | |
| Harmony | |
| Movement | |
| Pattern | |
| Proportion | |
| Proximity | Place related items together. Chunk liked-minded content together and separate disparate chunks of content. |
| Repetition | Repeat design elements (e.g., consistency in alignment and headings) throughout a text. Repeat words and phrases for emphasis and clarity. |
| Rhythm | |
Scale | |
| Simplicity (Visual Design) | |
| Symbolism |
Works Cited
Williams, Robin (1994). The Non-Designer’s Design Book : Design and Typographic Principles for the Visual Novice. Berkeley, CA :Peachpit Press, 1994.
