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Principles of design

##Table of contents

  • Some Gestalt principles of perception

    • Proximity
      • Objects appearing close to each other are perceived as a group or unit.
    • Similarity
      • Objects that share similar characteristics are perceived as belonging to the same group or unit.
    • Closure
      • The mind tends to create a whole by closing the gaps between different pieces and recognizing patterns that are familiar to us.
    • Common Fate
      • Objects moving together are perceived like belonging to the same group.
    • Good Continuation
      • Objects that are cut or partially hidden by another object are perceived as the same object.
    • Figure/Background
      • The smallest of two overlapping figures is perceived as the figure (foreground) while the other one is perceived as the background.
    • Symmetry
      • Humans tend to perceive objects as symmetrical shapes that form around a center.

  • The grid

    • Laying out elements in a grid
      • How the position of elements affects our perception (information grouping and flow).
      • How the difference in size (contrast) between elements creates information hierarchy.
      • How to change the rhythm (position, grouping, symmetry vs. asymmetry, white space) to keep the interest of the viewer.

  • The golden ratio & The Fibonacci sequence

    • How and why to use different mathematical principles to help us achieve more harmonic designs.

  • Basic typography principles

    • Choosing your typefaces
      • Do's and dont's
      • How to choose and mix families.
    • Typographic scale
      • Building a type scale for your project.
    • Building a typographic hierarchy
      • Creating a full hierarchy.
      • Use of bullets, quotes (and hanging bullets & quotes)