I have the reputation of being somewhat obsessed with making projects “pretty”. It sounds like a very superficial job, but it’s more in depth that you may think. Good design can be defined as clear and effective information design, which is the ultimate goal in communicating any message. So, is beautiful design just born that way? Yes and no. Defining good is about 10% subjective with 90% being the subliminal science of pretty.
Perception is a complex process, but there are a number of explanations and theories to how we interpret what we see. Developing an understanding and awareness of the invisible and visible factors can help us create beautiful and more effective communications.
What We Don’t See
Aesthetics play a sensorial part in how we view and interpret everything. There is a secret world of visual hints that occur behind the scenes of our brains that we are never aware of. These micro events determine how people understand or respond emotionally to a message. We all make decisions based on our impressions of what we see every day. This article explains in detail how pretty can make or break your communication:
What We Do See
Although there are still psychological factors that come into play when we interpret design, there is a more physical side to it. We visually break down each element within a design. Essentially we find relationships, contrast and a visual path to follow. These are the basic principles of perception;