VCD Design
principles.
Conventions
of design.
Visual communication conveys meaning through visual language. Languages communicate meanings by applying principles of communication. English employs a grammatical structure known as syntax. Mathematics utilises numerical structure. Visual language employs various principles in creating two-dimensional compositions and three-dimensional forms. These principles of selection and arrangement of components, which are essential for a design to exist, are termed design principles. Through their application over time, these have evolved into conventions of design.
In addition to the eight Design Principles, there are also seven Gestalt principles of visual perception and a few Principles of Layout. These additional principles are explained further down this page.
Students may notice that different senior high school subjects use similar yet distinct lists of design principles. VCE Art CP, M&E, Visual Communication Design, and Product Design & Technology each have their own lists. This page refers to the Design Principles for VCE Visual Communication Design.
Takeaways
Good to go
Design Principles and Gestalt Principles
Design principles are conventions that guide the selection, arrangement, and composition of visual elements to communicate meaning in design effectively.
- Balance: The distribution of visual weight, either symmetrically for stability or asymmetrically for dynamic energy.
- Contrast: A visual difference between elements (e.g., colour, tone, shape) that creates emphasis and visual interest.
- Figure-ground: The relationship between an object (figure) and its background (ground), influencing legibility and focus.
- Cropping: Cutting or framing parts of an image to create emphasis or imply that content extends beyond the frame.
- Hierarchy: The visual order in which information is seen and read, often established through scale, colour, and positioning.
- Scale: The relative size of elements, used to suggest depth, importance, or attention.
- Proportion: The ratio of dimensions within elements or formats, influencing balance and visual harmony.
- Pattern: The repetition or alternation of visual components to create decoration, texture, or rhythm.
Gestalt principles of visual perception describe how people naturally organise visual information into coherent forms.
- Proximity: Objects near each other are perceived as related or grouped.
- Continuity: Viewers follow continuous lines or patterns, aiding flow and direction.
- Similarity: Elements that look alike are grouped together by the viewer.
- Closure: Incomplete shapes are mentally filled in to be seen as whole.
- Common Fate: Elements moving in the same direction are perceived as part of the same group.
- Figure-ground: Viewers distinguish a focal element (figure) from its background (ground).
- Focal Point: The area of a design that draws the most visual attention and guides the viewer’s gaze.
Jump to
Design principles
DESIGN Principles
Introduction
USING DESIGN ELEMENTS AND PRINCIPLES IN PRACTICAL EXERCISES
ON CHOOSING THE BEST DESIGN ELEMENTS AND PRINCIPLES FOR ANALYSIS QUESTIONS
In written tasks requiring the analysis of design elements and principles, students should be aware that they must choose only those elements and principles that clearly suit the examples. Time spent carefully selecting the best and most emphasised elements and principles is well spent. Students should then concentrate their discussions solely on the element or principle being analysed.
When discussing the role of design elements and principles, the correct usage of verbs is important. Students should note that an element is typically used to create an effect, while a principle often arises from the manipulation of an element. For example, different kinds of shapes (element) have been used to create contrast (principle).
Jump to
Balance
Description
Balance in visual communication refers to the arrangement of components on two sides of a seen or implied vertical axis. There are two ways to balance a composition.
Symmetrical balance occurs when the two sides of the composition are the same, creating a mirror image of each other. Symmetrical balance results in a static, stable composition suited for informative or instructional visual communications.
On the other hand, asymmetrical balance consists of two sides of a balanced yet not mirrored composition. Components of different sizes are assigned varying degrees of visual weight to achieve this off-centre balance. Visual weight is affected by modifying one or more of the following: tones, colours, sizes, or distance/ proximity to the central axis. Visual communications that utilise asymmetrical balance create a more dynamic composition and are well-suited for purposes that encourage audiences to engage with the design.
Balance in communication design may also refer to elements positioned on either side of the horizontal axis. This includes a broader study of composition and encompasses grid layout, random layout, radial balance, spiral balance, and triangular composition.
Balance in industrial and environmental design relates to the physical equilibrium of structures.
IDENTIFY
Discuss
Model answer
Sample Question
Sample Answer
The icon for symmetrical balance (above) employs symmetrical balance. Each side of the composition is identical, featuring the same shapes and colours.
The icon for asymmetrical balance (also above) uses asymmetrical balance. The darker section on the left features a large white circle, while the right side contains a small white circle. The visual weights of both sides are balanced. The dark green possesses more visual weight but occupies less area. The small white circle has less visual weight, yet it is positioned further from the central axis, making it appear 'heavier'. This composition maintains asymmetrical balance.
Jump to
contrast
Description
Contrast refers to a difference between two or more components of a visual communication.
Varying any aesthetic qualities or components, including shape, colour, tone, texture, line, type, scale, or proportion, can create a contrast.
Contrast is used to create emphasis, a focal point, and visual tension in a design and can assist with building hierarchy. It is used in partnership with other design elements and/or principles.
IDENTIFY
Discuss
Contrast is referred to by adjectives like strong or subtle. Detail the extent of the contrast created, and then explain how it is achieved by referencing design elements, principles, or other aesthetic qualities.
The type of contrast in visual communication relates to its purpose. The analysis clarifies how the identified and explained contrast contributes to the communication of ideas in that context.
Model answer
Sample Question
Sample Answer
Jump to
Figure-ground
Description
Figure-ground refers to the relationship between a figure (shape, object, type) and its background. Although it shares most characteristics of the concepts' positive and negative shape' or 'form and counter form', figure-ground in visual communication emphasises the role of the ground beyond simply being a void in a composition.
Figure-ground is instrumental in providing legibility in visual communication. However, designers may choose to emphasise figures by creating strong contrasts in colour, texture, etc., or to hide them in opposite ways. The strength of the figure-ground used is related to the purpose of visual communication. Logos often employ a strong ground relationship.
IDENTIFY
Discuss
The strength of the figure-ground relationship. State clearly if it is a strong (contrasting)or weak (subtle or camouflaged) relationship.
Describe the extent to which the figure-ground relationship contributes to the hierarchy of the purpose of the visual communication.
Model answer
Sample Question
Sample Answer
Jump to
Cropping
Description
IDENTIFY
Discuss
Model answer
Sample Question
Sample Answer
Jump to
Hierarchy
Description
IDENTIFY
Discuss
Model answer
Sample Question
Sample Answer
Jump to
Scale
Description
IDENTIFY
The relative sizes of component parts are. Say which parts are the biggest and smallest.
Relate this understanding to the discussion of hierarchy, depth and/or balance.
Discuss
Describe the effect of having components of different sizes. One may also choose to discuss the scale of a component relative to the size of the format itself.
When designers are asked to apply one design to a variety of formats (poster, ticket, website, banner) they often have to change the scale of the components.
Model answer
Sample Question
Sample Answer
Jump to
Proportion
Description
Proportion refers to the ratio of the dimensions of a component. Two components may be similar in shape, however, the length and height of each are different. They are said to be of different proportions. One needs to be careful not to confuse proportion with scale. Proportion is not overall size, it refers to the ratio of height, width and/ or depth to each other.
Different (presentation) formats also have different proportions. They have different heights and widths. Some easy-to-relate-to formats are;
- Landscape
- Portrait
- Square
- Widescreen (16x9)
- TV (4x3)
A similar design must be adjusted to suit the above formats, as they have different proportions.
Proportion can also refer to how much of a kind of content. Think about the proportion of image to text on this page compared with the proportions of image to text on my artwork page. Very different.
IDENTIFY
The relative height, width, length, and depth of two or more components of a visual communication.
Identify the format used in a visual communication. Compare it with others if required.
Discuss
Proportions of components referring to their heights, widths, etc. relative to each other. You may use adjectives such as tall, thin, squat, wide, condensed or extended.
How the size and quantity of the components of a visual communication have been modified to suit formats of different proportions.
The proportion of types of content to each other. This may relate to the discussion of balance and hierarchy.
Model answer
Sample Question
Sample Answer
Jump to
Pattern
Description
The term " pattern " refers to the repetition of one or more visual units (shape, image, etc.). In our study, there are two kinds of patterns: repetition, where the same kind of visual unit repeats, and alternation, where different units repeat in a rhythm.
Pattern can create shade, texture, or decoration. Patterns usually have historical and cultural origins and are a fantastic means to embed intercultural understanding into designs. Pattern-making has been a meaningful and cathartic human endeavour for centuries.
IDENTIFY
If the pattern is repeated or alternating, the kinds of visual components that make up the pattern using design elements or principles.
The rhythm or density of the pattern units on the ground.
The historical, national and cultural heritage of the pattern if any.
Discuss
The purpose, use or function of a pattern.
The exact makeup of the pattern using design elements and/or principles.
The kind of rhythm the pattern is producing.
The overall aesthetic effect of the pattern.
Model answer
Sample Question
Sample Answer
Jump to
task
Show I know ...
1.1 Identify
1.2 Describe
(This is typically a difficult step, that students omit when they go directly to explain how...)
Describe the kinds of design principles. Are they used symmetrically or asymmetrically or do they appear strongly or weakly?
1.3 Explain, discuss
1.4 Compare
Jump to
Gestalt principles of visual perception
The Gestalt principles of visual perception refer to a set of principles that describe how humans perceive (make sense of) and organise visual components into meaningful information. These principles can be applied to communication and interactive experience design to help create more effective and engaging designs and user experiences.
The following are the seven Gestalt principles of visual perception used in VCD Visual Communication Design:
- Proximity
Objects close to each other tend to be perceived as a group or a unit. This principle can organise visual elements and create a visual hierarchy.
- Continuity
Humans tend to perceive objects as a continuous whole, even if they are interrupted by other objects or lines. This principle can be used to create flow and movement and direct users to specific parts of the design.
- Similarity
Objects that are similar in appearance tend to be grouped. This principle can create patterns, organise visual elements, and establish a theme.
- Closure
Humans perceive incomplete objects as complete if the missing parts can be inferred. This principle can be used to create visual puzzles and intrigue.
- Common Fate
Humans perceive elements that move in the same direction at the same time as a unified group or object.
- Figure-Ground
Humans tend to perceive an image in terms of a figure (the main subject or object) and the background. The figure is usually seen as more prominent than the background, and it can be emphasised by using contrast, colour, or size.
- Focal Point
When humans see an image, they focus on a specific point or area within it. This focal point often becomes the centre of attention and stands out from the rest of the image. Careful focal point creation can direct users to specific parts of the design.
By understanding and applying these principles, designers can create more effective and engaging Messages and Interactive Experiences. For example, using contrast and size to emphasise a figure can help draw the viewer's attention to the most important elements of a design, while using proximity and similarity can help organise visual elements to communicate messages clearly.
Proximity
Description
Proximity is used in communication design and interactive experience design to help designers create visual hierarchies and organise information in a way that is easy for users to understand and navigate.
Proximity can be used to group related elements together, such as headlines and body copy, or images and captions. By grouping related elements together, designers can create a visual hierarchy that guides the user's eye through the design and communicates the intended message in a clear and effective way.
In interactive experience design, proximity can be used to group related buttons or links together, making it easier for users to understand the interface. For example, in a website design, the designer might group the primary navigation links together in a menu at the top of the page, while grouping secondary links together in a sidebar or footer.
By understanding how proximity affects visual perception, designers can create designs that are intuitive, easy to navigate, and communicate their intended message effectively.
In analysis
In practical work
Jump to
Continuity
Description
Gestalt continuity in communication design and interactive experience design refers to the way our brains naturally group together elements that are visually and conceptually similar. This principle is based on the Gestalt theory, which suggests that our brains perceive the whole of an object or scene, rather than just its individual parts. In design, gestalt continuity is used to create a sense of flow and coherence, allowing users to navigate through a design or interface more easily by determining the direction of flow a designer wants the user to take.
Continuity can be achieved by grouping together similar elements, such as colors, shapes, or patterns, so that they appear to belong together and form a cohesive whole. For example, in website design, continuity might be used to create a consistent visual hierarchy, with headers, subheadings, and body text all using the same font and color scheme.
In interactive experience design, continuity can also be used to create a sense of progression or narrative flow. For example, in a video game, continuity might be used to create a consistent visual style and user interface across different levels or stages, so that players feel like they are part of a cohesive story.
Continuity helps to create a sense of order and coherence, making it easier for users to engage with and understand the design or interactive experience.
In analysis
Consider and describe how a designer has deliberately created a narrative or reading direction through a design. This may include the colours, sizes, shapes, positions, etc of components.
Discuss and explain the effect of the use of continuity.
In practical work
Jump to
Similarity
Description
With Gestalt similarity, elements that share similar attributes, such as colour, shape, size, texture, or orientation, are perceived as belonging together and forming a coherent group despite actually coming from different groups. This is used in communication design and interactive experience design to create appealing and understandable compositions, guide user interactions, and facilitate usability.
In communication design, similarity can be used to create visual hierarchy and structure, by styling related elements and separating them from other components that serve a different purpose.
In interactive experience design, Gestalt similarity can create clear and intuitive interfaces by using consistent visual cues and feedback to guide user actions. For example, a mobile app designer might use a consistent button style and colour to indicate which elements are clickable and which are not, or use a consistent animation or sound effect to indicate that a task has been completed successfully.
Similarity helps designers create compelling and engaging visual experiences by leveraging the innate principles of human perception to communicate information and guide user behaviour.
In analysis
Consider and describe how a designer has deliberately styled similarly functioning components of a design or interface to facilitate meaningful and intuitive user interaction. Explain the elements and principles of design that have been used to ensure these components' separation from the rest of the design.
Discuss and explain the effect of the use of similarity.
In practical work
Jump to
Closure
Description
Closure in design suggests that the human mind has a tendency to perceive incomplete forms or shapes as complete ones. In other words, people can be led to see closure or completeness in the things they see, even if parts of shapes or forms are missing.
In communication design, closure is used to create cohesive designs by manipulating shapes, colours, and other visual elements to prompt the viewer to complete the missing parts. For example, a logo design that features an abstract shape that is not entirely closed can be understood as a completed shape.
In interactive experience design, closure can be used conceptually to guide the user's attention and create a sense of flow. Interactive experiences often involve a series of actions or steps, and designers can use closure to visually connect these steps.
Closure allows designers to create engaging and cohesive designs that communicate ideas and information and guide users through an interactive experience.
In analysis
Consider and describe the ways designers present ideas and information. Are any parts of the design left out to de-clutter and promote engagement?
Discuss and explain the effective use of closure, where it is present.
In practical work
Using the Principles of Good Design, consider how much of a design is actually necessary in order for a user to understand it correctly.
Instead of adding components in refinement, remove them. Simplify, clarify and de-clutter your work to inspire audience engagement.
Jump to
Common Fate
Description
Gestalt common fate is a principle of perceptual organisation that states that objects that move or behave together are perceived as belonging together. Just as a human tends to see a flock of birds twisting and turning synchronously as one, common fate can be used to unit elements of a design that share a similar motion or behaviour. For example, a home screen on a mobile phone uses the common movement of icons to group them together as a coherent entity. Common fate is different from the other Gestalt Principles of Visual Perception because of the use of movement or animation. In this way, common fate may supersede other Gestalt Principles of Visual Perception.
In interactive experience design, common fate can be used to unite different elements of an experience. For example, a game might use a common visual cue to indicate when the user is entering a new area or interacting with a new object.
Gestalt common fate helps designers create engaging and effective communication and interactive experiences. By using this principle to tie together elements of a design or experience, designers create a sense of unity and coherence that enhances the user's engagement, understanding and enjoyment of the content.
In analysis
Consider and describe how a designer has deliberately grouped and animated similarly functioning, though perhaps differently appearing visual elements together to create a coherent entity.
Discuss and explain the effective use of common fate.
In practical work
Jump to
Figure-Ground
Description
The Gestalt principle of "figure-ground" states that our minds naturally perceive objects as distinct from their surroundings. In communication design and interactive experience design, figure-ground is essential to creating clear and practical designs that can quickly and easily communicate information to the viewer or user.
Figure-ground refers to the idea that visual elements can be perceived as a composition's focal point (figure) or background (ground). Designers use this principle to create visually appealing and balanced layouts that guide the viewer's eye to the most important information.
In interactive experience design, figure-ground can be applied to the user interface to create straightforward and intuitive navigation. By using contrast and visual hierarchy, designers can make interactive elements stand out as the figure and create a clear distinction between them and the background.
Figure-ground is crucial to effective communication and interaction design. By using it carefully, designers can create intuitive and meaningful designs.
In analysis
Consider and describe components that are intended to serve as the 'figure'. Explain how the designer has used the elements and principles of design to separate them or blend them with their back-'ground'.
Discuss and explain the effective use of figure-ground.
In practical work
Jump to
Focal point
Description
Gestalt focal point refers to a human's tendency to perceive and group visual elements based on proximity, similarity, and continuity. This means that when we look at a visual design, our brain automatically tries to make sense of the information by organising it into meaningful patterns. The focal point is the specific area or element within a design that immediately grabs our attention and draws us in. It can be created using various design techniques such as colour, contrast, size, placement, and typography.
For example, in a communication design, the focal point could be a large, bold headline with a contrasting colour placed prominently on the page. This would draw the viewer's attention to the headline and communicate the main message of the page.
In interactive experience design, the focal point can guide users through a specific flow or draw attention to important elements within the interface. For example, in a mobile app, the focal point could be a large button with a bright colour that invites users to take a specific action.
Using focal point, designers can create effective and engaging designs that communicate their intended message clearly and efficiently.
In analysis
Consider and describe how a designer has emphasised certain design elements and principles to direct a viewer's eye to a specific part of a design.
Discuss and explain the effective of the use of focal-point.
In practical work
Jump to
task
Show I know ...
2.1 Identify
2.2 Describe
(This is typically a difficult step, that students omit when they go directly to explain how...)
Referring to the elements and principles of design, describe the way the designer has created the Gestalt Principles of Visual Perception.
2.3 Explain, discuss
2.4 Compare
Jump to
Additional principles of layout
Alignment
Description
The layout principle of alignment is a fundamental concept in communication design and interactive experience design. It refers to the practice of arranging and organising elements on a page or screen in a way to create visual harmony and balance.
In communication design, alignment is used to create a clear visual hierarchy. This means that the most important elements, such as the headline or main image, are given prominence and are placed in a prominent position on the page. Other elements are then arranged around these key elements in a way that creates balance and symmetry. For example, if a headline is left-aligned, the body text may also be left-aligned to create a sense of continuity.
In interactive experience design, alignment is used to create a sense of consistency and familiarity. This is particularly important in interfaces such as websites and mobile apps, where users need to be able to navigate the interface quickly and easily. Consistent alignment of elements such as buttons, menus, and text fields can make it easier for users to understand how to interact with the interface and where to find the information they need.
Overall, the layout principle of alignment is used to create a clear visual hierarchy and a sense of consistency, designers can ensure that their designs are effective in communicating their message and engaging their audience.
In analysis
Consider and describe how a designer has aligned the components of a design. Consider the relationships between the components, how alignment and proximity are used together and the relationships between the components and the underlying architecture or structure of the design.
Discuss and explain the effective use of alignment in a design.
In practical work
Jump to
White space
Description
White space refers to the areas of a composition that are left empty, usually surrounding or between visual elements. White space can be any colour, not necessarily white, but it is referred to as such because it is often left blank or unadorned. White space helps improve readability and guides the viewer's attention to important information. By using white space effectively, designers can create a sense of visual hierarchy and emphasise key content to create a more engaging user experience.
In communication design, white space can help to convey a sense of elegance and sophistication, while also improving legibility and readability. By leaving space around text and images, designers can draw the viewer's attention to the most important information.
In interactive experience design, leaving space between interactive elements can help to create a sense of clarity and organisation, making it easier for users to understand and navigate the interface. White space can also be used to create a sense of calm and simplicity, which is particularly important in mobile or web design where users are often overwhelmed with information and stimuli.
By using white space effectively, designers can create elegant and engaging designs, and help to improve overall user experience.
In analysis
Consider and describe how a designer has created and used white space to direct a viewer's eye to a specific part of a design and make it more important
Discuss and explain the effective use of white space.
In practical work
Jump to
task
Show I know ...
1.1 Identify
1.2 Describe
(This is typically a difficult step, that students omit when they go directly to explain how...)
Describe how a designer has achieved white space between components of a design. Consider the role of scale and proximity in this discussion.