Intangibles - Design guidelines that cannot physically be touched or changed
Semantics - Everything must have meaning behind it, research is key. "Design without semantics is shallow and meaningless."
Syntactics - Design language- from typeface, grids to structure and headlines.
Discipline - Attention to detail. "Design without discipline is anarchy".
Appropriateness - Specific to solving a certain problem.
Ambiguity - Enhances meaning of design, if used in the right way.
Visual Power - Scale and contrast.
Intellectual Elegance - Our social responsibility, how people perceive designs.
Timelessness - No short term or temporary solutions, needs to last for the foreseeable future.
Responsibility - To ourselves, the client, the public/consumer.
Equity - Economic sustainability within design.
The idea that a rebrand or logo design, should not just happen for the sake of it. Logos are rooted in people's consciousness, which is why many companies are beginning to revert to original logos such as Natwest and Co-op. A form of showing respect to history.
Tangibles
Paper Sizes - Aware of the printing process and the most economically sustainable way of printing. "Bring dignity to our practice, rather than lustre'.
Grids - Represents the basic structure of our design and provide continuity.
Typefaces - Out of thousands of typefaces we only need a few basic ones. 'Typography is a discipline to organise information'.
Flush Left - aesthetically pleasing, use justified in textbooks.
Type Size Relationship - Contrast of scale, weight, transition, size.
Colour - Simplified primary colour palette is all that's needed.
White Space - "Is essential to the element of composition."
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