Designers use words, pictures, and elements such as line, volume, shape, texture, format and color to create unified work. The final design should be convincing, easy to understand and should communicate a message to an audience. According to Landa (2000), principles of graphic design include “balance, emphasis, rhythm, unity, positive-negative space, and the illusion of three- dimensional space” (p.7). The design process constantly requires questioning why and how. To solve a design problem it is essential to follow the process:
1. Define the problem that should be solved in the design
2. Get familiar with the subject, do research
3. Sketch, draw thumbnails
4. Choose the best thumbnails
5. Prepare comprehensive based on the best design
Designing for the Web follows very similar process; however it involves different medium. Some of the important elements of designing for Web include layout, typography and colors. According to Meggs (1992), “Typography involves complex visual relationships of scale and space” (p.17). Some of the main principles of effective typography include the usage of white space. The proper use of white space, uncluttered text ensures better readability of the message. The typography should not be distracting. It should rather remain in the background, unnoticed. Web typography, in contrary to a traditional concept of print, is restricted by numerous limitations associated with technology and usability concepts. The hierarchy of the text can be supported by usage of different type and spacing. The audience should be able to recognize main headings, subtitles and the main text, and such can be achieved by using different type, size, weight, spacing and color. A subtitle should be always distinguished from a main title by smaller type size, spatial interval or weight.
Good usability requires paying attention to the color of type and contrast with the background. Users will not be able to read the text if there is hard- to- read color combination, or not enough contrast. Furthermore, before deciding on the type choice, we have to evaluate and understand the audience first. Choosing a typeface is the most essential point of typographic design. The font should be readable on the computer monitor. Elements that should be considered when designing with type include: serif versus san serif, size, emphasis (bold, italics, underlining), color, capital letters, line spacing, letter spacing, kerning, word spacing and alignment.
When designing for Web, choosing the right colors palette is essential. Color is a powerful tool that if selected right can convey the message, brand and support the product. It can bring more costumers, and make the experience enjoyable. Colors are differentiated by three characteristics: hue (defines gradation of a color), saturation (the intensity or the saturation of a color), and value (the lightness and darkness of a color).
The web site should be designed with a moderate number of colors. End users can be easily distracted by too many and too flashy colors, or their combination. When creating graphics for headings, subheadings and navigation icons, the predominant colors from the color palette are the most suitable (Williams, 2000, p.158). Graphics should have purpose and convince the meaning they represent. They should be easily understandable and meaningful. From usability perspective colors used on the Web should mirror the same meaning in real life. Designer should understand how colors are perceived by people with color deficiencies and partial sight. Working with color, layout and type in web design should always comply with accessibility laws and W3C standards without sacrificing attractiveness, performance and sophistication.
References
Landa, R. (2000.). Graphic Design Solutions (2nd ed.). OnWord Press.
Meggs, P.B. (1992). Type & Image. The language of graphic design. New York: John Wiley & Sons, Inc.
Williams, R. & Tollett, J. (2000). The Non-Designer’s Web Book (2nd ed.). Berkeley, California: Peachpit Press