A SERIES BY ANDRA GHEORGHIU
Elliott Erwitt, an American advertising and documentary photographer known for his candid shots of laughable situations within everyday settings wrote that “Photography is an art of observation. It has little to do with the things you see and everything to do with the way you see them.” This quote can also be applied to product design, website design, application design, emergent media design and so on.
Just like children learn through interactive play, designers learn through user feedback and testing. Typical questions that designers will ask are: How can I make a product more appealing? How can I make an interface/ platform more user friendly? Is the application or website design interactive enough? Does the platform provide intelligent feedback for a more personalized experience?
The following photo series are metaphors for important principles of design. After all, we are all creatives striving to promote ourselves and our products through our own values, ethicsand individuality.
Principle #1 of Communication Design is “movement”- a viewer’s eye will take different paths in order to understand how to navigate the new environment. One must understand how to manipulate lines, shapes, and colors to direct the viewer/user towards a desired intention.
Principle #2 of Communication Design is “repetition”- repetitions emphasize the message you are trying to convey and allows you to create patterns that act as symbols. Don’t be afraid to repeat yourself through your work in order to make your point!
Birds Eye View
Principle #3 of Communication Design is “emphasis”- pay attention to the details. When taking photos..zoom in, zoom out, bring certain aspects of your design to the forefront (ex: size, color, texture, shapes) while leaving other perspectives out. This will help shape someone’s view of your artwork and/or product.
Principle #4 of Communication Design is “rhythm”- Rhythm is not only important in musically inclined people but also in design. Rhythm comes in the form of repetitions, patterns, and proportions. It’s up to the designer to choose which forms he/she will take to convey the message they are trying to communicate.
Principle #5 of Communication Design is “balance”- this principle is by far one of my favorites because it allows you to play with space and be creative with the things you want to omit and the things you want to include in your work. The way you will distribute and work within the spaces you create is important. Will your design be based on symmetry or asymmetry? How will you play with white space to convey your message?