There are several aspects of design that need to be taken into account before actually beginning the creative process. These elements can be seen in literal designs, such as advertisements. However, they also exist abundantly in the world around us.
One of the most common, yet important, elements of design is color. Color is everywhere, but it's important that the colors we opt for set the correct tone for what we're trying to accomplish.
This image (left) showcases a beautiful display of color that occurs naturally. It's a subtle reminder that colors should fit the appropriate atmosphere and mood of the message we're trying to project. Nonetheless, color is a phenomenal asset that should be utilized whenever an opportunity presents itself.
Additionally, there are many theories about which colors work well together and which don't. These tips and tricks can be helpful in identifying colors that are cohesive, but I also encourage you to test the waters, if you will. Try out new pairings for yourself. We learn best by making mistakes, and color is fascinating to play with.
Another element of design is balance. This concept is mostly illustrated through the use of two shapes or objects of similar size, but the picture (right) also implies that a balance exists between colors.
One wall is white while the other wall is a cross between brown and army green. I feel as though the brown/green wall would have worked better as a different color, but I understand the overall impact. Rather than selecting a single, solid color for the room, using two very different colors created a more dynamic effect. This switch-off game the room more life. Also, the use of different colored walls, such as the one pictured above, are said to stimulate thinking and creativity in general.
Just as the differing walls contrast one another, it's important for every design to find some sort of balance. This could be through asymmetrical balance, symmetrical balance, color, or more.
Dominance is another crucial aspect of design. Most people envision dominance as the depiction of a very small object/shape and a very large object/shape. This understanding is accurate, but it can also be seen in the tangible world.
This picture (left) shows a simple house. What caught your eye first? It may have been the burgundy front door, but what really drew you in was the greenery attached to the house. In this case, the plants covering the house's front are the dominant visual. Our eyes are naturally drawn to the large, which is a great thing to keep in mind when creating something new of your own.
TIP: Try presenting dominance in the form of grandiose typography versus simple type. In this case, the more exquisite font will likely attract eyes first.
Overall, people are paying less and less attention these days. This means that it's up to US to incorporate new tools and ideas into our designs to garner the attention of our audience. Color, balance, and dominance are only a few of the elements that we can use to accomplish this goal.
Lastly, I employed real-world pictures for each element to show that these techniques exist everywhere-- not just for advertisement or public relations purposes. The more I pay attention, the more inspiration that I have for when it's time to express my own thoughts.
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