12 Mar Read the article Space Mining and Exploration: Facing a Pivotal Moment from the module resources section. Specifically, you

Let’s get back to the basics and talk about Design 101. What critical components and concepts do you need to understand before tackling a functional design? One of our most popular, evergreen posts answers this question by outlining ten basic elements of design. Today, we’re following that up with a beautiful infographic summarizing all ten elements.

1. Line

The first and most basic element of design is that of the line. In drawing, a liene is the stroke of the pen or pencil but in graphic design, it’s any two connected points. Lines are useful for dividing space and drawing the eye to a specific location.

2. Color

Color is one of the most obvious elements of design, for both the user and the designer. It can stand alone, as a background, or be applied to other elements, like lines, shapes, textures or typography. Color creates a mood within the piece and tells a story about the brand. Every color says something different, and combinations can alter that impression further.

3.Shapes

Shapes, geometric or organic, add interest. Shapes are defined by boundaries, such as a lines or color, and they are often used to emphasize a portion of the page. Everything is ultimately a shape, so you must always think in terms of how the various elements of your design are creating shapes, and how those shapes are interacting.

4.Space

Negative space is one of the most commonly underutilized and misunderstood aspects of designing for the page. The parts of the site that are left blank, whether that’s white or some other color, help to create an overall image. Use negative space to create shapes as you would any other element.

5.Texture

It’s counter-intuitive to think about texture when the piece isn’t ever going to be touched. Websites and graphic design do rely on the look and impression of texture on the screen, however. Textures can create a more three-dimensional appearance on this two-dimensional surface. It also helps build an immersive world.

6.Typography

Perhaps the single most important part of graphic and web design is typography. Like color, texture, and shapes, the fonts you use tell readers you’re a serious online news magazine, a playful food blog or a vintage tea tins shop. Words are important, but the style of the words is equally essential.

7.Scale (size)

Playing with the scale and size of your objects, shapes, type and other elements add interest and emphasis. How boring would a symmetrical website with all similarly sized ingredients be? Very. But the amount of variation will depend heavily on the content within. Subtle differences suit professional content, while bold ones prefer creative enterprises.

8.Dominance and Emphasis

While you can talk about emphasizing one thing or another, the element of emphasis has more to do with an object, color or style dominating another for a heightened sense of contrast. Contrast is intriguing, and it creates a focal point.

9.Balance

There are two schools of balance: symmetry and asymmetry. While most designers, artists, and creative folks much prefer asymmetry for its eye-catching nature, symmetry does have its place. Sometimes.

10.Harmony

Harmony is “The main goal of graphic design,” according to Alex White, author of “The Elements of Graphic Design.” So, you know it must be important. Harmony is what you get when all the pieces work together. Nothing should be superfluous. Great design is just enough and never too much. Make sure all the details accord with one another before you consider the project complete.

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In this article we’ll examine the basics needed for a great design brief which should help ease your design work and avoid any problems with your clients.

Here are the essential elements of a good design brief:

1. Objectives and goals of the new design

2. Budget and schedule

3. Target audience

4. Scope of the project

5. Available materials/required materials

6. Overall style/look

7. Any definite “Do nots”

 

1. Objectives and goals

The first thing you need to find out is what your client wants from their new design. Is this a redesign or reworking of an existing site, or is it a completely new design? Do they already have solid ideas for what they want their site to do or are their ideas more vague?

Getting your clients to nail down what their site goals are is important in creating a design that they’ll be satisfied with. After all, you’ll approach a design that’s meant to raise awareness differently from one that’s meant to specifically sell a product or service.

 

2. Budget and schedule

Budget can be a touchy subject for some clients. A lot of clients feel like if they share their budget with you before you give them a quote, you’ll overcharge them or charge them the maximum amount for the least amount of work.

What clients don’t often understand is that by knowing ahead of time what kind of budget they have to work with, you can tailor your services to give them the most benefit for their money. This is the part you need to stress to your clients, and be prepared to meet some resistance.

Schedule is almost as important as budget. Some clients have no idea how long it takes to design a great website. They don’t understand that good design takes time, and that it’s not just a matter of creating a pretty picture.

Sometimes clients have certain deadlines that they want to meet, because of events happening with their company or industry. They might have an upcoming product launch or trade show and want their new site ready for it. It’s important to find out why they want things to fit within a certain schedule and whether that schedule is flexible or not.

Be realistic with your clients about both their budget and schedule needs. If you know you can’t do something within a certain budget or schedule, tell them up front. Offer alternative solutions, if possible. You may find that by working with them and within the restrictions they have, you form a better working relationship and plenty of repeat and referral business.

 

3. Target audience

Who are your clients trying to reach? A website designed for teenagers is going to look and work a bit differently than one designed for corporate decision-makers. Ask your client who they want to appeal to with their website right from the beginning.

If your clients aren’t sure who they want to reach with their site, ask them who their ideal customer is. I’m sure they have an idea of who buys their products or uses their services.

Ask them to describe those people, even if there’s more than one. If so, it’s your job as the designer to create something that appeals to more than one demographic.

 

4. Project scope

Not every project is as in-depth as every other. Some clients want a completely custom solution. Others just want you to adapt an existing template or other design. Some clients want an entire ecommerce site with a shopping cart, while others just want a brochure site that gives basic company information.

Sometimes, project scope is obvious from the goals of a project; if your client’s goals are to sell products through their website, then they’ll need an ecommerce solution. But if it’s not obvious, you’ll need to ask. Make sure you ask about things like blog integration or social networking features, too.

 

5. Available materials

Does your client already have a logo, brochure, product photos, or other materials that would be useful to your design?

Looking at their existing promotional materials can shed valuable insight into what their design taste is and what their priorities are.

If your client doesn’t have things like a logo or product photos, then you’ll likely want to either offer to design these things, or refer your client to someone who can (if that’s not in your normal scope of services).

These kinds of add-ons can be valuable to both your client and to your bottom line.

 

6. Overall style

Getting a sense of what your client wants in terms of style is vital. They may have a grunge design in mind when you’re picturing something clean and modern (or vice versa). Most clients have very distinct likes and dislikes. But they’re not always good at expressing what their tastes are.

Asking clients for examples of designs they like and designs they don’t like, even if they’re the designs of their competitors, can give you valuable insight into what they like and don’t like. Your clients should provide you with a handful of examples prior to starting the design phase.

 

7. Definite “Do nots”

At least as telling as what a client likes and wants is what they definitely do not want.

Some clients hate certain features. Some clients don’t want an ecommerce site, or a three-column layout, or a slideshow. Getting an idea of what your client doesn’t want can save you from wasting time designing features your clients will then reject.

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• GRA 101 Final Project Part I: Milestone One Guidelines and Rubric

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