Principles and Elements of Design

Throughout the first week of Certificate IV Graphics Design, we've being asked to provide answers to questions in regards to the principles and elements of design based on the notes provided to us. These are my findings:

What are the primary principles of design?

Design as you know isn't about art, it's also about it's function and purpose that can potentially (or will) affect the design as a whole, this can include the following:

- Unity - A key principle that is served by all other principles (or put simply, for all elements of design to combine and unite as one)

- Variety - Having more than one elements of design (sometimes can be known as diversity)

- Hierarchy - An established order given to visual elements of design

- Dominance - Prevailing Influence of one element over another (for one element to dominate all)

- Proportion - Size of relationships within a composition

- Balance - To even out visual elements of the design

Find logos for five popular companies and how it relates to primary principles in design

(Side Note: Finding logos for five companies that relates to primary principles is I must say at times - bloody hard!)

Logo 1 - Lamborghini

With reference to principles of design Unity, Hierarchy and Dominance is what comes to mind with this company. In their products, Unity and Hierarchy is about the making visual standards on their products. The badge, shown above is about showing off those visual standards used by the company, not only does it have to look good, but it needs to get people talking. Dominance is another aspect of design (as shown by the bull in the logo), it shows that it has to be the best in the market and it has to dominate all.

Logo 2 - Cadbury

On the grounds of primary principles in design, the 'well-known' Cadbury Logo (well-known to chocolate lovers, that is) is all about balance and proportion and possibly the lack of variety. There is the visual relationship between the colour purple and the typeface used for the logo whilst at the same time it creates visual interest of the brand (which makes the brand easily identifiable to individuals) by not being too ambitious and not too boring at the same time.

Logo 3 - Apple

For purposes of the primary principles of design, the Apple Logo works on both balance and proportion. Firstly, the Apple Logo is balanced between simplicity (meaning that the logo isn't too complex and easily recognisable to individuals) and function (that of identifying the line of computers and electronic products in which apple produces) while second of all, there is a relationship between the logo and the computers/electronic products as a way of identifying itself.

Logo 4 - BP

Love 'em or Hate 'em. BP is one oil and energy company that is instantly recognisable by individuals whether it's fill their car up with fuel or whether you're protesting about the use of oil. However, on the grounds of design of the logo, it's design is well balanced (with the logo on what appears to be symmetrically balance) simple and it's variety and proportion (such as the use of colours and how it relates to the company) makes this company easily identifiable to individuals.

Logo 5 - Qantas

Qantas as you know, is Australia's main airline but also, we can identify it being australian with the kangaroo, regarded as our national icon. Where it fits for the purposes of identifying the primary principles of design, it's all about proportion and unity. There is a relationship between our national icon (the kangaroo) and our nation's pride, thus creating this Unity in which shares a common theme, our national identity to the world.

What are the difference between symmetric and asymmetric balance?

For the purposes of graphics design, symmetric balance is about the arrangement visual elements being identical on either side of the central axis (this can be known as a mirrored image).

Asymmetrical balance however, is the complete opposite, it is about the art of creating balance using uneven visual elements (sometimes referred to as dynamic symmetry).

But what these two have in common is how it distributes visual elements in a composition (or visual balance)

Describe the Golden Triangle and what it's use is

The Golden Triangle is a system that is based on ratios to describe and measure out the relationship between the outer dimensions and internal divisions and alignments of designs. This was first used by the Greeks to determine and measure out the physical dimensions and internal relationships of building architecture, nowadays this could be used to measure out and attempt to create harmony in paintings and drawings.

What is a tangible element of design and how does it differ from a conditional one?

The tangible element is about the very foundation of the design (it's physical form), the foundation of the design is mad up of it's shape, space, line, texture and the type of design implemented. Conditional Elements (such as Colour, Value, Size and Volume) can only exist if the tangible element (the design's physical foundation) is established. For example, you cannot add colour to your design if the physical (or visual) foundation doesn't exist.