When designing visual elements for marketing use, it is
important to understand and apply some underlying theories to the elements you’re
designing. I have recently read a few books that
will help you understand some of the conceptual underpinnings behind design. If
you are a good artist, then you will learn a lot about theory, if you
are not so good with design, then you will learn some good rules to help you
take your deign game to the next level. They books are:
From each of these books, I was able to learn three major
concepts which I have begun to apply to my work. Aside
from the obvious choices such as color, icons, and other static elements one
should consider these three rules of thumb:
Ware’s concept of “spatial relationships"
Space is important in layout. Space can be created by content – such as text, images, lists, logos etc. – or it can be created by the space in–between content, called negative space, or whitespace. Space can be passive; a by–product of the layout process. Or, it can be active; there for a reason, to guide the user's eye, or help them make a decision.
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| Example of Elements Using Spatial relationships to Achieve an Effect |
McCloud’s concept of elemental relationships.
Each element in a given image should relate in some way to all other elements involved in the design.
Runco’s idea of “relativity,”
In order to make visual elements understandable they must be made relative to something, i.e. a legend on a map etc.
Applying these rules of thumb will take you a long way into
beginning to think more deeply about what elements to use when creating visual elements
and how to display them in a way that appeals to users cognitive minds.
References:
Runco, M. A. (2014). Creativity: Theories and Themes:
Research, Development, and Practice (Kindle). Retrieved at Amazon.com
McCloud, S. (1994). Understanding comics: The invisible
art. New York: HarperPerennial.
Ware, C. (2008). Visual thinking for design. Massachusetts:
Morgan Kaufmann Publishers.
