Design Concepts

Creating Design Principles 

In the WACE exam, Section 4 - Production, will require students to create their own design for a webpage or mobile application. It will often include around 4 marks for annotations for design elements and principles so include 4 pieces of evidence to get full marks. 

You can apply the following techniques in most designs to get full marks for showing design elements and principles.

Creating Emphasis

Colour Contrast to Show Emphasis

  • Label negative space in one colour and a shape showing positive space in a highly contrasting colour - this will show emphasis the content amongst the negative space

  • For footer text (eg terms and conditions, privacy act and copyright), use two lowly contrasting colours between the text and the negative space - this will reflect less emphasise towards the reader due to the unimportance of the text

  • In the image above, colour of the plasticine contrasts with the dull brown background, emphasising the reader's attention to the plasticine

Size Proportion to Show Emphasis

  • Size of shapes reflect importance amongst the design - use large shapes to show more important items and smaller shapes to reflect unimportant elements.

  • For example: The shape of a photo gallery showing sale items would have a large size proportion relative to other shapes on the design to reflect importance and emphasis promotions towards the viewer. 

  • Text size also reflects importance amongst the design - large text size reflect importance and are used to emphasise important information to the reader

  • For example: A text box labelled 'Sale on Now' would have a large size proportion to increase reader legibility and emphasis the phrase towards the viewer

Creating Balance
  • Balance can be achieved by position a symmetrical or asymmetrical weight of shapes

  • You don't necessary have to have an identical symmetrical arrangement of shapes - but an even weight of shapes on both symmetrical sides of the design to create balance

Creating Movement

Repetition of Similar Sized Shapes

  • Use of similar sized shapes can direct and navigate the user throughout the design

  • For example, a web design contain a series of rectangles aligned vertically on top of one other suggests to the user that he/she must scroll down the webpage to access more of the page's content

Use of Line to a Create a Movement Structure

  • You can use line to create a focal point for the reader and guide them across the navigation of a web design

  • In the above image, the use of line is a like a right arrow and we naturally follow the path of the line from left to right

  • You can use the same principles to guide a user through your web design

Creating Harmony/Unity

Use of a Complementing Colour Scheme

  • Harmony can be shown through the consistent use of a colour scheme that repeats similar colours which can be used in combination to entice an emotion

  • Harmony is shown in the above image as the use of warm colours with blue and yellow create an ascetically pleasing image that presents emotions of calm fulness and hence, showing the design principle of harmony

Use of Similar Sized Shapes that Maximise Area of a Design

  • If the shapes of a web design are placed touching end to end with one another, this can create unity

  • This is a difficult concept for me to explain - look at the above image, the use of colours presents the image as being constructed by a series of rectangles that seem to align perfectly alike a Tetris game, hence provoking a sense of togetherness and unity