Swinburne University of Technology **We aren't endorsed by this school
DDD 10007
Apr 23, 2023
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Example of poor Professional Principles Background image: If look at it as an individual image, it has no problems with the artistic context, but it is not visually appealling to be a website background image, as the background image is considered one of the most important factors that affect the visitors' first impression and reliability (source) Layout: Overview, the website layout seems pretty good, it follows the content- focused standard, which is really popular and easy-access. By synchronising the width of the margins, this layout helps designers in managing the length of the primary content (Boag, 2020). To properly use this layout type, the information should be organised into short, easily accessible chunks. Furthermore, the supplementary material in the side columns must be arranged effectively to draw the user's attention while also complementing the website's aesthetics (Boag, 2020). The Yale website has applied these standards quite well, but the left and right margin widths have a noticeable difference, making the left sidebar feel narrow. In terms of colors, the color scheme is inconsistent. It can be seen that there is a contrast, which is one of the critical design principles, between the colors of the background and the main content. Yet the hue of the colors being used is not reasonable, making the main content somewhat dazzling. Besides, the titles with the highlighted part in light color plus dark font color make the title sink and uncomfortable to read. Also the fading effect of the boxes is not necessary. Monotonous fonts, with unnecessary bolding in some parts, distract the user from determining the hierarchy of the content, resulting in the content navigation bug It is clear that the given design has issues in letter spacing, line spacing, and alignment. Line height, paragraph length, font size, font choice, letter spacing, and other factors all affect the legibility and readability of the writing. The primary goal of letter spacing is to increase text readability and readability. Changing the space between letters to fit each design objective may help readers digest information more quickly and efficiently, especially if they are not aware of it (Valetin, 2020). Line spacing also has an impact on reader accessibility. Allows readers to navigate down to the next line of text more quickly by providing the balance of line spacing (Jolley, 2017). The ability to produce uniformity throughout a page is referred to as alignment. A layout that lacks design coherence will frequently appear disorganised, out of place, or just amateurish (Peate, n.d.). Most people will not notice when components in a 1
design are aligned. It is because we are accustomed to designers placing assets and pieces according to a set of "grid lines" or unseen rules (Peate, n.d.). Example of excellent Professional Principles The Nike logo, or swoosh, is the most legendary and simple sign of one of the world's most successful businesses. The Nike logo was designed in 1971 by a college student called Carolyn Davidson (Swoosh - Wikipedia, n.d.) and is inspired by the goddess Nike's wings. Nike was a Greek goddess who embodied success in many fields, including art, music, and sports. In Greek art, she is frequently shown as Winged Victory in flight (Nike | Characteristics, Art, & Myth, 2022). The history of this logo demonstrates that it has strong implications of a great and enduring corporation, as well as success and glory in sports. The Swoosh is aggressively simplistic in terms of design. The intricacy and versatility of this symbol, formed from two curves, is mirrored in its flexibility via the capacity to absorb and reflect numerous brand messages in different contexts (variations or other versions). Furthermore, the phrase Swoosh is thought to be an onomatopoeia depicting the sound of athletes (specifically, Michael Jordan) gliding around the ring (Redding, 2018). The design satisfies all of the important criteria for an outstanding logo design, such as simplicity, meaning, practicability, and versatility, etc. A meaningful quote by Paul Brand that is seemed like to talk about Nike: "Design is so simple, that's why it is so complicated." According to the report, it does, with 93% of buyers making a purchase based on the aesthetic aspect of a product. * 70% of buyers are said to base their first impression of a company entirely on its package design,* and 61% believe they're more inclined to buy a luxury item again if it comes in premium packaging (Brideson, 2021). Packaging is not only intended to captivate consumers, but it is also a brand's initial point of contact with its clients, particularly target customers. Chopsticks and rice scoop, both common home products, have a plethora of vendors ranging from low-cost to high-quality. In a market where customers have a plethora of options, the intriguing and amazing level of product package design is just as significant as the product quality, which provides consumers vital feedback. 2
This design can be considered clever. With the packaging background is the image of the food, adding a few simple cuts to create the image of chopsticks or rice scooper picking and scooping food, creating the first impression of the product's utility, in addition to stimulating customers' excitement in opening and closing the packaging. Besides, vivid illustrations of dishes also create cravings in customers, making product packaging look much more attractive. An equally important factor is white space (Babich, 2021). It can be remarked that the plain background surrounds the objects and text in the packaging, especially the space in the upper half of the packaging, creating a sense of connection between the product and the graphics below, inside the packaging. Besides, it also drives users' attention to those particular objects, which is one of the central factors determining the effectiveness of packaging design. Finally, white space also affects the order in which the user scans the content on the package. With a design that focuses mainly on the graphic on the bottom half of the package and its connection with the product, the user's information scanning flow is formed from the bottom up, i.e. the text describing the product will be noticed in the end, thereby not boring the shopper. Design Professional Principles Communication A design is effective when it comes to offering clarity of form and content, an aesthetic impact for information hierarchy, and a thorough grasp of its target audience. To effectively communicate in design, it should be comprehended it in two ways: first, communication amongst designers, and second, communication between the design and its audiences. Dealing with numerous layers and assimilation of information amongst the parties is one of the most important jobs of design. Opened and freed communication between the parties makes the design process much simpler since ideas may flow and the team can provide feedback as they go through the design process. Communication between the design and audiences is effective when the following conditions are met: o Purpose Expression: Customers will be affected purposefully not just by the design, but also motivated to engage on the marketing materials. o Add value: Highly effective design provides the value that clients anticipate while also providing designers with a sense of satisfaction and achievement. 3
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