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Design principles

1. Elements of Design
2. Principles of Design
3. Color Theory

Elements of Design
Introduction spatial design
• Design seems to be very easy, and at the same time very difficult, with many influences.
• But it is always about space and its construction through architectural elements: if a single
space is formed by its function, then a number of spaces require overall organization, a
spatial theme.
• The architectural elements are in accordance with the theme and mould the specific
form and the authenticity of style in its time.
• Architectural order is created when the organization of parts makes visible their relationships
to each other and the structure as a whole.
• The following basic elements, systems, and orders constitute an architectural system.

Space

• Space encompasses the volume of a structure, the parts

of a building we move through and experience. But space
can only be created through the use of form.

Form

• Form refers to the shape or configuration of a building. Form

and its opposite, space, constitute primary elements of
architecture. Form is the mass, or grouping of materials,
used to give a building its shape.

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Function

• Function is the product of a structure which plays any specific role. The placement, form, and
features of a building must reflect its intended use — and the people who use it — while
permitting future adaptations or improvements. Structural and mechanical systems are
crucial to the function of architecture.

Structure

The structure is an essential element, defines the shape of

the architectural shape and space. The structure is
contributing to the aesthetically value of the building. The
structural system is not exposed but still has a significant
influence on the form of the building.

Form follows function

1- Form follows function is a principle associated with late

19th and early 20th century architecture and industrial
design in general, and it means the shape of a building
or object should primarily relate to its intended function
or purpose.

2- It was coined by architect Louis Henry Sullivan.

Primary Elements of Design

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Principles of Design

“The Principles of Design are the artistic guidelines used to organize the structural elements of design”.
Basic Visual Principles of Design
Balance
Symmetry
Asymmetry
Axis
Repetition, Rhythm, Pattern
Emphasis / Dominance and focal points

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Unity, Harmony, Variety

Movement
Scale, Proportion
Hierarchy
Similarity
Contrast
Direction
Balance:
A state of equilibrium between contrasting, opposing, or interacting elements.
A feeling of balance results when the elements of design are arranged symmetrically or
asymmetrically to create the impression of equality in weight or importance
Types of balance
1) Symmetrical or formal balance
2) Asymmetrical or informal balance

3) Radial balance

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Symmetry:
The exact correspondence in size, form,
and arrangement of parts on opposite
sides of a dividing line or plane, or about a
center or axis.
Also, regularity of form or arrangement in
terms of like, reciprocal, or corresponding
parts.

Types: Bilateral and Radial.

Bilateral symmetry:

“The balanced arrangement of similar or

equivalent elements on opposite sides of a median
axis so that only
one plane can divide the whole into essential identical halves.”

Radial symmetry:
“The balanced arrangement of similar,
radiating elements on opposite sides of a
median axis so that only one plane can be
divided into similar halves by passing a plane
at any angle around a center point or along a
central axis.”
Example: The Bahai House of Worship
(Lotus Temple) in Delhi.

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Asymmetry:
It means that the two halves of the work of art are
different, however, try to create balance. In other
words, although the sides may not be exactly the
same, there will be elements that interact in a way
that makes each side equally important.

Emphasis / Dominance:
Stress or prominence given to an element of a
composition by means of contrast, anomaly, visual
weight or counterpoint.

Types of emphasis
1) Contrast
2) Isolation
3) Location
4) Convergence
5) Uniqueness

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Contrast:
• Contrast in
architecture is the use
of solids vs voids, light
vs dark, various sizes
and various textures.

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Rhythm
Movement characterized by a patterned repetition or alternation of formal elements or motifs in the
same or a modified form.

Types of rhythm
1) Regular rhythm
2) Random rhythm
3) Gradated rhythm
4) Graduated rhythm

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Unity:
All parts of an image are connected in a way so as to be seen as one.
Variety:
Using different elements in an image to create visual interest.

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Hierarchy:
A system of elements ranked, classified, and organized one above another, according to
importance or significance.

Repetition
The act or process of repeating formal elements or motifs in
a design.
Pattern
Pattern is a combination
of elements or shapes
repeated in a recurring
and regular
arrangement. A
subcategory of
repetition is pattern.
Scale:
A proportion determining the relationship of a representation to that which
it represents. Also, a certain proportionate size, extent, or degree, usually
judged in relation to some standard or point of reference.

Proportion:
Also, the equality between two ratios in which the first of the four terms divided
by the second equals the third divided by the fourth.

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Axis:
A central line that bisects a two-dimensional body or
figure or about which a three-dimensional body or figure
is symmetrical. Also, a straight line to which elements in
a composition are referred for measurement or
symmetry.

Harmony:
The arrangement of elements to give
the viewer the feeling that all the
parts of
the piece related. It’s the visually
satisfying effect of combining
similar or related elements

Similarity:
"Similarity” means that the relative proportions of the shapes'
sides and internal angles remain the same.
The squares here are all equally spaced and the same size, but we
automatically group them by color, even though there’s no
rhyme or reason to their placement.
Direction
It is an element of design
that establishes the
general mood and
atmosphere. It creates the
illusion that there is
movement within the
design.
Visual direction refers to
instances in which the
Golden Ratio
hat o

p o
old
o
bli

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GOLDEN RATIO in Design

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1, 1, 2, 3, 5, 8, 13, 21… The Fibonacci sequence.

Every number in the sequence is generated by
adding together the two previous numbers

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What are Gestalt Principles?

Gestalt Principles are principles/laws of human perception that describe how humans group similar
elements, recognize patterns and simplify complex images when we perceive objects. Designers
use the principles to organize content on websites and other interfaces so it is aesthetically pleasing
and easy to understand.
Gestalt Principles – a Background
“Gestalt” is German for “unified whole”. The first Gestalt Principles were devised in the 1920s by German
psychologists Max Wertheimer, Kurt Koffka and Wolfgang Kohler—who aimed to understand how
humans typically gain meaningful perceptions from the chaotic stimuli around them. They identified a
set of laws which address the natural compulsion to find order in disorder. According to this, the mind
“informs” what the eye sees by perceiving a series of individual elements as a whole. Professionals in the
then-growing industry
of graphic design quickly adopted these principles, and designers have since used Gestalt Principles
extensively to craft designs with well-placed elements that catch the eye as larger, whole images.

color theory
Color theory is both the science and art of using color. It explains how humans perceive color; and
the visual effects of how colors mix, match or contrast with each other. Color theory also involves
the messages colors communicate; and the methods used to replicate color.

Color theory is the collection of rules and guidelines which designers use to communicate with users
through appealing color schemes in visual interfaces. To pick the best colors every time, designers use a
color wheel and refer to extensive collected knowledge about human optical ability, psychology,
culture and more

In color theory, colors are organized on a color wheel and grouped into 3 categories:

1. Primary (red, blue, yellow)

2. Secondary (mixes of primary colors)
3. Tertiary (or intermediate – mixes of primary and secondary colors)
Primary Colors: Red, yellow and blue.
In traditional color theory (used in paint and pigments), primary colors are the 3 pigment
colors that cannot be mixed or formed by any combination of other colors. All other colors are
derived from these 3 hues.
Secondary Colors: Green, orange and purple. These are the colors formed by mixing the primary
colors.

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Tertiary Colors: Yellow-orange, red-orange, red-purple, blue-purple, blue-green & yellow-green.

These are the colors formed by mixing a primary and a secondary color. That's why the hue is a
two word name, such as blue-green, red-violet, and yellow-orange.

The main color combination:

Monochromatic

Three shades, tones and tints of one base color. Provides

a subtle and conservative color combination. This is a
versatile color combination that is easy to apply to
design projects for a harmonious look.

Complementary

Two colors that are

on opposite sides of the color wheel. This combination
provides a high contrast and high impact color combination
– together, these colors will appear brighter and more
prominent.

Analogous
Three colors that are side by side on the color
wheel. This color combination is versatile, but can be
overwhelming. To balance an analogous color scheme,
choose one dominant color, and use the others as accents.
Triadic

– Take three colors which are equally distant on the color wheel
(i.e., 120° apart: e.g., red/blue/yellow). These colors may not be
vibrant, but the scheme can be as it maintains harmony and
high contrast.
It’s easier to make visually appealing designs with this than
with a complementary scheme. Three colors that are evenly
spaced on the color wheel. This provides a high contrast color
scheme, but less so than the complementary color
combination — making it more
versatile. This combination creates bold, vibrant color palettes.

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Tetradic

Take four colors that are two sets of complementary

pairs (e.g., orange/yellow/blue/violet) and choose
one dominant color. This allows rich, interesting designs.
However, watch the balance between warm and cool
colors. Four colors that are evenly spaced on the color
wheel. Tetradic color schemes are bold and work best if
you let one color be dominant, and use the others as
accents. The more colors in the palette, the more
difficult it is to balance

Split-Complementary (or Compound Harmony) – Add colors from either side of your complementary
color pair to soften contrast.

Square – A variant of tetradic; you find four colors evenly spaced on the color wheel (i.e., 90° apart).
Unlike tetradic, square schemes can work well if you use all four colors evenly.

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Additive and subtractive color

model CMYK
Traditionally, the primary colors used in
subtractive process were red, yellow and
blue, as these were the colors painters
mixed to get all other hues.
As color printing emerged, they were
subsequently replaced with cyan, magenta,
yellow and key/black (CMYK), as this color
combo enables printers to produce a wider
variety of colors on paper. CMYK is
the subtractive color model. It's called that because
you have to subtract colors to get to white. That means the opposite is true — the more colors you
add, the closer you get to black.

RGB

RGB color models, on the other hand, are designed for electronic displays,
including computers.

RGB stands for Red, Green, Blue, and is based on the additive color model of light
waves. This means, the more color you add, and the closer you get to white. For
computers, RGB is created using scales from 0 to 255. So, black would be R=0, G=0,
and B=0. White would be R=255, G=255, and B=255.
Warm and Cool colors

The warm colors (reds, oranges, yellows) from cool colors (blues, greens, purples).

The color wheel can also be divided into warm and cool colors. The warmth or coolness of a color is also
known as its color temperature. The color combinations found on a color wheel often have a balance
of warm and cool colors. According to color psychology, different color temperatures evoke different
feelings. For example, warm colors are said to bring to mind coziness and energy, while cool colors are
associated with serenity and isolation.

Warm colors are the colors from red through to yellow. These colors are said to bring to mind warmth,
like the sun. Warm colors are generally associated with energy, brightness, and action,

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Cool colors are the colors from blue to green and purple. These colors are said to bring to mind
coolness, like water. Cool colors are often identified with calm, peace, and serenity.

Color schemes

Shade

A shade is created by adding black to a base hue,

darkening the color. This creates a deeper, richer color. Shades
can be quite dramatic and can be overpowering.

Tint

A tint is created by adding white to a base hue,

lightening the color. This can make a color less intense, and
is useful when balancing more vivid color combinations.

Tones

A tone is created by combining black and white—or grey—with a base hue. Like tints, tones are subtler
versions of the original color. Tones are less likely to look pastel, and can reveal complexities not
apparent in the base color.

A hue is basically any color on the color wheel. When

you are using a color wheel or a color picker, you can
adjust the saturation and luminance of a hue.
Saturation is the intensity or purity of the color.
Luminance is the amount of brightness or light in a color.

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Psychology of color

While there are no universally acceptable meanings, here are some general feelings that colors evoke
for most people:

Red: danger, importance, love. Red is known as the color of energy—simply looking at it can increase a
person’s pulse, heart rate, and metabolism. It’s an excellent color for grabbing a visitor’s attention; try
using it to highlight the most important elements on your page.

Orange: energy, optimism, fun. Orange has a positive energetic vibe. It’s also associated with
inexpensive products, making it a good color for e-commerce stores if you want to highlight
the best price.

Yellow: happiness, attention, warmth. Yellow denotes a sunny disposition; when combined with
black, it will quickly command attention. (Think about yellow cabs in NYC, for example.)

Green: growth, success, nature. Green is fantastic for products that are close to nature. It’s also a
popular color to use within user interfaces, giving users a signal that an operation completed
successfully.

Blue: trust, comfort, calmness. Blue represents relaxation and comfort. Brands love this color because it
gives customers an impression of inner security.

Purple: luxury, creativity, wisdom. Purple is usually linked to royalty as well as luxury products.

Black: power, sophistication, mystery. Most brands limit black to text and accents. As a primary color,
black may be prominent on fashion websites to convey a feeling of luxury.

White: cleanliness, health, innocence. White usually makes us think of health and cleanliness. Designers
typically choose this color to suggest a product’s safety, especially for medical equipment and high-
tech products.

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Effect of color in Architecture – Choosing a Color Scheme

Consider effect of color along with the surroundings.

Try not to use hues directly.
Use tints, tones and shades.
However it can be used with large amount of neutral colors in the surroundings.
Consider the color symbolism and the context of application.

Effect of color in Interiors

Color has a profound effect on your mood.

In clothing, interiors, landscape and even natural light, a color can change the mood from sad
to happy, from confusion to clarity, from fear to confidence.
Although not everybody will have the same feelings seeing a certain color, the psychological
effects are shared by the majority.

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