Design Cheat Sheet - Design Theory

1. Gestalt Principles:

• Proximity: Elements placed close together are seen as belonging to the same group.  
• Similarity: Objects that share visual traits (like shape, colour, or size) are perceived as related.  
• Closure: Our minds naturally fill in missing parts to complete shapes or figures.  
• Continuity: Smooth, continuous lines guide the viewer’s eye across a design.  
• Common Fate: Items moving in the same direction feel connected, even if they differ in form.  

These principles are fundamental in design because they explain how we instinctively organise and interpret visual information. By applying them thoughtfully, designers can create layouts that feel intuitive, engaging, and clear in their message.

2. Semiotics:

• Study of signs and symbols  
• Secret language of design  
• Understanding the meanings behind visual elements  
• Potent tool for effective visual communication  

Semiotics empowers designers to select colours, shapes, and images that resonate with viewers, evoking the intended emotions and responses with clarity and impact.

3. Golden Ratio:

• Mathematical proportion represented by phi (≈ 1.618)  
• Found in nature, art, and architecture for its aesthetic appeal  
• Enhances balance and beauty in design  
• Essential concept in every designer’s toolkit  

Designers apply the golden ratio to layouts, typography, and imagery, creating compositions that feel naturally harmonious and visually pleasing.

4. Visual Rhythm:

• Art of creating movement, balance, and a sense of flow  
• Adds a visual beat that draws and holds attention  
• Helps guide the viewer smoothly through a composition  
• Creates patterns that feel intentional and cohesive  

Rhythm allows designers to build engaging, harmonious visuals that keep the audience connected and continuously moving through the design.

5. Aesthetic Empathy:

• Designing with a deep understanding of the audience’s preferences and emotions  
• Tuning into their aesthetic sensibilities and cultural nuances  
• Creating visuals that feel personal and emotionally resonant  
• Crafting work that aligns with what the audience values and responds to  

Audience‑centred design leads to visuals that are not only appealing but genuinely meaningful, creating a connection that feels authentic and memorable.

6. Negative Space (aka White Space):

• Unoccupied area around and between design elements  
• Acts as an active participant in the composition  
• Helps main elements stand out more clearly  
• Enhances balance, clarity, and overall aesthetics  

White space reminds us that that what isn’t shown can be just as powerful as what is, giving designs room to breathe and making every element feel intentional.