Concepts of Basic Design

One of the critical things to think about when you consider doing a brochure, catalog or other printed communication is the design of the piece.

Let's call this Design 101: the basic concepts of design.

Consider these concepts when you are talking with your designer. After all, it is their language:

• Balance
• Rhythm
• Proportion
• Dominance
• Unity

Balance is the concept of elements (text, graphics, white space) within a given space (in this case, the printed page). Balance is either symmetrical or asymmetrical.

Rhythm speaks to the repetition or alternation of those same elements.

The size and relationship between elements speaks to proportion.

Dominance is the relationship of size and position between the elements: what is dominant in the design?

And unity is describes the parts and the whole of the piece.

If you speak the language, you will not only communicate clearly to your designer, you will also understand how you are communicating to your audience.

The Executive Pressman
*Thanks to Joshua David McClurg-Genevese; from his article in Digital Web Design Magazine (http://www.digital-web.com/articles/principles_of_design/)