Archive for the ‘Design Theory’ Category

A definition of positive and negative space in design can simply be described as that positive space is the areas in a work of art that are the subjects. Negative space is the spaces around the shapes. It is just as important to consider the negative space in a picture as the positive shapes.

Positive and negative space play an important role in determining the overall composition in a work of art.  By understanding positive and negative space and applying your knowledge, you can become more successful in designing your compositions.

Sometimes artists create pieces that have no distinction between positive and negative spaces. M. C. Escher was a master at creating drawings where there was no distinction between positive and negative space. Here is an example of Escher’s work which show the interplay between positive and negative space:

M.C. Escher

M.C. Escher

Here are more examples of clever use of negative space.

Dirty Harry

Dirty Harry

Two for Love Logo

Two for Love Logo



negative melbourne

negative throat

Peter and The Wolf- Phoebe Morris Illustration

Peter and The Wolf- Phoebe Morris Illustration

Lightbulb Art

Lightbulb Art

by Rene Gruau - awesome shapes and negative space and light!

by Rene Gruau – awesome shapes and negative space and light!

Rene' Gruau

Rene’ Gruau

10 Principles of Good Design

Posted: January 29, 2014 in Design Theory

From Chic – Type


Dieter Rams Ten Principles of “Good Design”

Good Design Is Innovative : The possibilities for innovation are not, by any means, exhausted. Technological development is always offering new opportunities for innovative design. But innovative design always develops in tandem with innovative technology, and can never be an end in itself.

Good Design Makes a Product Useful : A product is bought to be used. It has to satisfy certain criteria, not only functional but also psychological and aesthetic. Good design emphasizes the usefulness of a product while disregarding anything that could possibly detract from it.

Good Design Is Aesthetic : The aesthetic quality of a product is integral to its usefulness because products are used every day and have an effect on people and their well-being. Only well-executed objects can be beautiful.

Good Design Makes A Product Understandable : It clarifies the product’s structure. Better still, it can make the product clearly express its function by making use of the user’s intuition. At best, it is self-explanatory.

Good Design Is Unobtrusive : Products fulfilling a purpose are like tools. They are neither decorative objects nor works of art. Their design should therefore be both neutral and restrained, to leave room for the user’s self-expression.

Good Design Is Honest : It does not make a product more innovative, powerful or valuable than it really is. It does not attempt to manipulate the consumer with promises that cannot be kept

Good Design Is Long-lasting : It avoids being fashionable and therefore never appears antiquated. Unlike fashionable design, it lasts many years – even in today’s throwaway society.

Good Design Is Thorough Down to the Last Detail : Nothing must be arbitrary or left to chance. Care and accuracy in the design process show respect towards the consumer.

Good Design Is Environmentally Friendly : Design makes an important contribution to the preservation of the environment. It conserves resources and minimises physical and visual pollution throughout the lifecycle of the product.

Good Design Is as Little Design as Possible : Less, but better – because it concentrates on the essential aspects, and the products are not burdened with non-essentials. Back to purity, back to simplicity.

After studying architecture at the Werkkunstschule Wiesbaden, the highly awarded and respected Dieter Rams landed a job at the architectural firm of Otto Apel (1953). Two years later, he left the firm and joined the product company Braun, where he created a legacy. Within the 40 years of working at Braun, Rams produced and oversaw over 500 innovative products as chief of design. Many of his designs are featured in museums throughout the world.

Reference Arch Daily

Artwork often serves as an inspiration for advertisements. This Guinness ad was inspired by “Horses of Neptune” By Walter Crane

Walter Crane - Horses of Neptune

Walter Crane – Horses of Neptune



By Nuxuno Xän. In Fort De France, Martinique. Photo Rosali Rodrigues f

Which Gestalt Principles of Design are at work in these images?

1. Continuance?

2. Closure?

3. Alignment?

4. Similarity -?

5. Law of Pragnanz – Simplicity ?

6. Proximity?

Illustration from Sylvia’s Thoughts Blog

See also Gestalt Principles of Perception

Great infographic on colour in logo design by Muse Design

Colour Psychology in Logo Design

Great Video on the Principles of Design

The main headings/categories you should include in your CV.

• Personal information (name, surname, phone number, email

address, physical address, postal address, languages,

driver’s licence). ?

• Educational information. ?

• Work experience. ?

• Computer skills. ?

• Courses. ?

• Activities and interests. ?

• References. ?

• Portfolio?

Example of a CV LAYOUT

Here is a great infographic to show you what is needed for a CV

Keith Paul-Infographic-Resume

SWOT Analysis

Posted: January 11, 2013 in Design Theory
Tags: , ,

In your Design Theory exam paper you will get a question where you have to make a SWOT analysis of a product. This infographic is a perfectly illustrates Swot analysis.

(ROI is an acronym for Return on Investment – the amount of profit or cost savings realized by implementing a practice or strategy)

SWOT analysis

For everything you need to know about SWOT Analysis click on the image below