Web site design and development involves DESIGN and like any design discipline, such as graphic design or architecture, requires an understanding of the elements and principles of basic design.

DESIGN ELEMENTS

The basic building blocks of design. The grammar or parts that are composed into an organized structure. The elements comprise a visual language that is the basis of design.

Elements: the traditional basic elements of design are point, line, plane, volume
"All form begins with the point that sets itself in motion. The point moves and the line comes into being — the first dimension. if the line shifts to form a plane, we obtain a two dimensional element. In the movement from plane to spaces, the clash of planes gives rise to body (three dimensions)." Paul Klee
elements line

 

Form: the elements define shape, size, color (hue, saturation, lightness), texture/pattern
"...forms, textures, materials, modulation of light and shade, color, all combine to inject a quality or spirit that articulates space." Edmund Bacon
color texture texture pattern pattern

 

Organization: forms are arranged into spatial organizations such as centralized, linear, radial, grid
"... a good design is a single thing, as well as a collection of many, and to make it requires a conceptual leap from the individual components to a vision of the whole. the choices ... represent ways of assembling the parts." Charles Moore
organizations ordering

 

DESIGN PRINCIPLES

Organization, structure, composition. The way design elements are put together to create a whole. Creating visual relationships among design elements to create a coherent whole.

Unity: the relation of parts to each other with an integrity that informs the whole

Balance: weight, stress, tension, stability

symmetrical asymmetrical

 

Symmetry: mirror-like repetition of two sides (balanced distribution of equivalent forms about a center or axis)

symmetry asymmetry

 

Hierarchy: dominance (visual emphasis) by size, location, shape, color

Rhythm: sequences and patterns (movement or flow created by patterned repetition of elements)

mondrian california

 

Scale: relative sizes of elements to each other and to the whole

Proportion: ratio relations between elements (harmonious relation of one part to another)

proportion modular

 

Space: figure/ground, positive/negative, depth illusion

malevich hundertwasser