Basics Design: Design Thinking

Thinking in shapes

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Title: Basic Design-Thinking

Client: QPL Size: 160mmx230mm

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Thinking in shapes considers the spatial relationships that exist between different

design elements and how they fill a page. Various effects can be achieved by

thinking of page elements in this way. In 1923, Wassily Kandinsky proposed a

universal relationship between the three basic shapes and the three primary

colours. He believed the yellow triangle to be the most active and dynamic and

the cold and passive blue circle to be the least so.

Harmony

Harmony is an agreement in feeling between the different elements of a design.

This can be to such an extent that they support one another to produce an

effective and coherent visual statement. Harmony can be achieved on different

levels within a design, such as typographic selections that complement each

other, colour schemes that are sympathetic and do not clash, and images that

communicate the required message well. These varied design elements can

harmonise with each other and the entire design can harmonise with what it was

created to represent, whether this be a company, product, service or institution.

Harmony is pleasing to the eye and is an indicator of good design. As such,

it often goes unnoticed, as pointed out in the axiom, ‘good design is never

recognised, only bad design’.

Balance

Balance is a state of equilibrium in which no single part has a greater weight or

presence than another, producing a soothing, peaceful and non-dramatic result.

In graphic design one talks of visual balance achieved through the considered

positioning of page elements; an even interaction of text, images and white

space. In this context, each element can be thought of as a shape that needs

to be positioned in harmony with the other shapes within the design.

Thinking in shapes

Design elements such as text blocks form

approximate shapes on a page. Thinking in

shapes helps the designer to address general

spatial relationships between the elements.

Design Thinking

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