Essential Design Principles

Color Theory & How to Use Colors

Color theory is the foundation of creating visually appealing designs. It helps designers understand how colors interact, evoke emotions, and influence perception.

Primary Colors: Red, Blue, and Yellow: These are colors that cannot be created by mixing other colors.

Secondary Colors: Green, Orange, Purple: These colors are created by mixing two primary colors.

Tertiary Colors: These colors are created by mixing a primary and a secondary color (e.g., Red-Orange, Blue-Green).

Color Models

RGB (Red, Green, Blue): Used for screens and digital media.

CMYK (Cyan, Magenta, Yellow, Black): Used for printing materials.

HSL/HSV (Hue, Saturation, Lightness/Value): Used in image editing and digital design for color adjustments.

Color Harmony – Choosing the Right Colors

• Complementary Colors (Opposites on the color wheel): They are high contrast which is great for making elements stand out. E.g Blue & Orange, Red & Green

• Analogous Colors (Next to each other on the color wheel). Creates a harmonious and soothing look. E.g: Blue, Teal, Green

• Triadic Colors (Evenly spaced on the wheel). Vibrant and dynamic, often used in branding. E.g: Red, Yellow, Blue

• Monochromatic Colors (Shades & tints of one color). Sophisticated and minimalistic. E.g: Light Blue, Medium Blue, Dark Blue

Psychological Effects of Colors

Red – Passion, energy, urgency (e.g., sales, food brands).

Blue – Trust, calmness, professionalism (e.g., corporate, tech).

Yellow – Happiness, warmth, optimism (e.g., kiddies brands).

Green – Nature, growth, health (e.g., organic brands).

Purple – Royalty, creativity, luxury (e.g., beauty, fashion).

Black – Elegance, power, mystery (e.g., high-end brands).

White – Simplicity, cleanliness, purity (e.g., medical, minimalist).

Typography Basics (Choosing & Pairing Fonts)

Typography plays a crucial role in design, influencing readability, mood, and brand identity. Before pairing fonts, it's essential to understand the categories:

Serif: Fonts with small strokes (serifs) at the ends of letters. E.g. Times New Roman.

Sans-serif: Clean, modern fonts without serifs. e.g Helvetica.

Slab Serif: Bold, block-like serifs. E.g Rockwell.

Script: Handwritten or calligraphic fonts.

Display: Decorative and unique fonts for headlines.

When selecting a font, one has to ensure it's clear, matches the message, and can be used across different mediums and sizes.

Font Pairing Techniques

• Contrast is Key: Pairing Fonts to create balance.

• Stick to Two Fonts (Max Three): Too many fonts create clutter and reduce readability.

• A good rule: One font for headlines, One for body text, and An optional accent font for emphasis

Layout & Composition (Making Designs Look Good)

Here are key principles to make your designs visually appealing:

• Alignment: Ensure elements are properly aligned to create a clean look. Use grids and guides to maintain structure.

• Hierarchy: Direct attention to the most important elements first. Use size, color, contrast, and placement to establish a clear reading order.

• Balance: Distribute elements evenly to maintain harmony.

• Contrast: Make key elements stand out by using contrast in color, size, typography, and spacing as it improves readability and impact.

• White Space: Give elements room to breathe by using negative space effectively. It enhances clarity and elegance.

• Repetition: Maintain consistency by repeating colors, fonts, and design elements to create unity.

• Color & Mood: Choose a color palette that aligns with the brand or message. Use complementary and analogous colors strategically.

• Simplicity: Avoid clutter. Every element should serve a purpose. Less is often more.