In Chapter 1 of The Non-Designer’s Design Book, author Robin Williams discusses the four basic principles of design: contrast, repetition, alignment, and proximity. Contrast in graphic design occurs when visual elements placed close together noticeably differ from each other. When designing content, you should avoid elements in a design that are merely similar, and try to make elements different and visually attractive. Repetition is just talking about repeating visual elements, such as colors, shapes, or styles. This helps create a nice flow to the design, making the design more organized and pleasing to the eye. It also creates consistency and unity throughout the design. Alignment just means everything on the page has a visual connection with everything else on the page. This helps maintain a polished aesthetic, which is more satisfying for viewers. Proximity just means elements in a design that relate to one another should be sectioned together. When I think of proximity in design, my mind jumps to well-designed websites. Typically, websites are sectioned out where categorizable content is grouped together. When items are grouped together, they become one visual unit, which helps reduce clutter and give the design a clear structure.
In the article, “Logo Design Theory, Part 1: Symbols, Metaphors And The Power Of Intuition,” author Maggie Macnab discusses the importance of symbols, metaphors, and intuition when creating effective design. She argues that many designers incorporate universal symbols and metaphors in their works because it “feels right.” This is intuition, which guides designers towards solutions that align with some kind of universal knowing. Using a universal symbol in a logo design can have the broadest communication reach and can help a logo stand out and stay memorable. She claims that intuition helps designers when problem-solving, but intellect helps to execute and deliver a finished product. Metaphors and symbols help reach and hold an audience’s attention for longer, as well as assist with recognition.
Macnab claims that symbols are archetypes of human connection, which makes total sense. As humans, we try to create relationships with things that are familiar to us. The more universal an idea is, the more communicative reach it will have.
There are two differing kinds of logos: letterform and symbol. Using symbolism rather than just text in a logo condenses and simplifies the logo’s communication, making it easier for people to understand. Symbolism is more obvious and blunt than using metaphors, however. Metaphors take a stretch of the imagination for some people to realize or comprehend. Symbols and metaphors may be a little different, but they’re both considered universal symbols that will stand the test of time.
I found several of Macnab’s tips at the bottom of this article especially helpful. I thought the idea of designing in black and white was interesting, and liked the explanation of why. It makes sense to design the logo where it could be embossed just as easily as it could be printed. The concept of designing in black and white also helps reinforce the idea of contrast in the form of empty space juxtaposing the filled space, while maintaining balance.
I found Macnab’s article, “How Geometry Influences Logo Design,” to be informative and helpful when it comes to design. It’s crazy to think that simple shapes make up the fundamental geometry of the universe. This concept takes me back to drawing class. We began the class by discussing basic shapes and the fact that just about anything could be created with just some shapes. It blew my mind then, and it still does to this day. Macnab discusses lines, circles, triangles, squares, and spirals and stars in the context of logo design. She claims that a designer’s understanding of basic shapes and how they work can give subtle and substantial reinforcements to a logo’s message when applied. I thought her explanation of the basic shapes and their degrees of freedom, as well as the symbolism associated with each basic shape to be enlightening. Utilizing geometry is efficient during the logo creation process. When done right, it can speak volumes to the design’s target audience.
When I thought about what document I should use to apply the knowledge gained from the readings and instruction, my mind jumped straight to Adobe’s homepage. They create all my favorite design software, and I thought their site would be a good sample to analyze for the four basic principles of design. Adobe’s homepage is a good example of how contrast, repetition, alignment, and proximity can be used effectively to make a visually satisfying document.
Their website makes use of contrast between text and background colors, making it easy to read and navigate.
The site also includes intentional white space, allowing elements to stand out from one another.
Repetition of design elements, such as the consistent use of typography throughout the site, helps create a cohesive look and feel. Certain elements, such as the drop-down arrows in the navigation bar or the style of buttons on the page are repeated to maintain unity throughout the site.
Adobe’s site is a great example of alignment because the blocks of content are aligned with one another and have nice, even white space and margins. The alignment of their homepage allows their content to breathe, creating a clean and organized layout, which is visually satisfying for viewers. When it comes to proximity, Adobe chose to group related content together, making it easy for users to find the information they need.
For example, in the navigation bar, items grouped together are placed under the same tab, making it easy for a user to find what they’re looking for.
Adobe uses these four principles of design to create a visually beautiful webpage that is effective, engaging, and easy to navigate.
How will you use the concepts of contrast, repetition, alignment, and proximity when creating your future designs? What does embracing the power of intuitive design look like for you?
