Visual Design Principles and Color Psychology

Understanding Design as a Process

Design is a process to plan, coordinate, select, and organize a set of elements to produce and create visual objects intended to communicate specific messages to specific groups.

Key Visual Design Principles

Composition

The composition of a design involves adapting and arranging different graphical elements within a visual space. These elements are selected and combined to convey a clear message to the recipient.

Harmony

Harmony is the sensation that creates visual balance through the arrangement of elements in a composition.

Texture

Texture is the manifestation of significant sensory qualities of the elements we use.

Balance

Balance is the link between elements of a composition where there is a center of gravity midway between two visual weights.

Scale

Scale refers to the dimension or size of an element relative to a selected unit or other elements.

Unity

Unity is the ratio of parts to the whole, creating a cohesive design.

Movement

Movement refers to the visual flow or direction created by shapes, textures, and colors, whether different or asymmetrical.

Rhythm

Rhythm is the time sequence or repetition of shapes and sizes, creating a sense of flow.

Hierarchy

Hierarchy is the demonstration of dimension or importance, often referring to specific units or visual weight.

Proportion

Proportion refers to the scaling relations of parts to the whole.

Structure

Structure is the way to arrange forms in a specific order.

Emphasis

Emphasis is an element that seeks to break monotony by drawing significant attention from the recipient.

Volume

Volume refers to a three-dimensional space bounded by planes.

Space

Space is the empty area around and between forms.

Contrast

Contrast is the relationship between shapes and components that highlights their differences in aspects such as shape, size, color, texture, direction, and position.

The Psychology of Color

Yellow

Yellow: Promotes mental clarity and logical processes. It improves the power of reason and opens our consciousness to new ideas and interests, making life exciting and fun.

Orange

Orange: Associated with utility, movement, activity, joy, comfort, companionship, shared pleasures, and creativity. It frees us from past conditioning. It is a beneficial color for mental weakness and can help alleviate depression, frustrations, and fears.

Violet

Violet: Elevates all that is spiritual and beautiful; it purifies and cleanses. It is so powerful that it can inspire sacrifice for a great ideal, providing immense strength.

Blue

Blue: Represents loyalty and trust. It is the ray of the soul, peace, and serenity. Those who love blue appreciate beauty in all its aspects and forms. It is refreshing, reassuring, and can be sedating. The downside of this color is sadness.

Green

Green: It is the ray of balance, benefiting the nervous system. It helps us relax and let go of problems, representing the ray of giving and receiving.