Four basic design principles you should know (Part 2)

Alright, last time we talked about the principles about Position and Proportion. As we mentioned before, the other two principles of design are Unity and Big Picture. Let’s see how do they work.


Unity is all about how do we make the design all go together. If everything  looks exactly the same, that will be boring. And the most important thing is that will not help us to reach the goal of communication objective. Therefore, in order to effectively achieve the communication goal. We prefer the skills about using repetition of design elements, contrasts and balances of those elements.

A Good Example:



This is a wine label. It achieves consistency in its design. Since the name is called Duck Commander, it uses ducks as a part of its design. All the ducks looks similar but different because of the balanced use of color contrast and repetition. The use of gold and orange text and the design about the repetition of ducks make this post all go together and achieves unity successfully.

Turn to the BIG Picture part, the blog VisualCommunication suggests that the “big picture” isn’t a traditional principle of design but should be the design decisions that are based on three considerations of the communication objective: message, audience and medium. We wanna make the design be communicational and easy to understand. Besides, law and ethics are two final considerations of the big picture. We should make sure that all the photographs, pictures, designs and edits are legal and follow the copyright or trademark law.


For these examples, I will focus on their designs about communication perspective because they should not have any illegal issues.


This is a bad example for a wind label. Perhaps it catches audiences’ attention easily because of the color and the animals. However, consumers cannot find any useful information immediately from the label even from the back. From the communication perspective, this label fails to deliver effective message to the audiences.

From the communicational perspective, a wine label should be clear with the name of chateau, the place of production, the kind of wine and the year clearly and simply. Such as this one:

无标题And the most important is that the label delivers an environment friendly message to the audiences by the picture of King Estate and the grape leaf. It let the consumers feel the clean environment of Oregon and the chateau through the picture. So it achieves the goal from both aesthetic perspective and communicational perspective.



Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s