Topic: Design elements and principles

This material covers week 4 of the course.

Note that this material is subject to ongoing refinements and updates!

Overview

This theme introduces some fundamental design elements and principles.

Some basic rules for setting up and positioning body copy

Choose an easy-to-read font.
Set body copy somewhere between 9 and 11 points.
Keep the headline and lead together.
Never indent the lead paragraph.
Lay body copy into columns wide enough to accommodate 6–12 words per line.

Design elements and principles

The following are a reliable list of design elements-that is, particular visual components that you can include in your design:

Space
Line
Shape/Form
Size/Scale
Colour
Texture
Value

Design principles are rules that you can rely on to create interest and a professional feel in your designs:

Focal Point/Emphasis
Contrast
Balance
Movement
Rhythm/Pattern
Unity

Gestalt theory

A psychological theory from the early 20th century regarding how our brains process visual information. Four of its principles are particularly relevant to designers:

Proximity
Similarity
Continuity
Closure

A clear explanation of Gestalt principles:

More on Gestalt theory

Hensley, J. (2016). Improve Your Designs With The Principles Of Closure And Figure-Ground (Part 1). https://www.smashingmagazine.com/2016/05/improve-your-designs-with-principles-similarity-proximity-part-1/

Hensley, J. (2016). Improve Your Designs With The Principles Of Closure And Figure-Ground (Part 2). https://www.smashingmagazine.com/2016/05/improve-your-designs-with-the-principles-of-closure-and-figure-ground-part-2/