Design solves human problems. (Sajid Imtiaz)

1. Design DNA
Traditional
Elements
 Line
 Shape
 Color
 Typeface
 Phonetic
 Sense
Modern
Elements
 Imagery
 Color
Palette
 Font &
Line
 Melody
 Look &
Feel
Imagery
 Factual
 Symbolic
Facebook
uses alphabet
“F” whereas
Twitter uses
“Sparrow”.
Both are
easily
recognizable.
Look and feel
of Sparrow is
better.
Color
 Digital
Red-Green-
Blue [RGB]
 Printing
Cyan-Yellow-
Magenta-
Black [CMYK]
Typography
 Serif
 Sans Serif
Designers
consciously
use either
Serif Family or
SS Family.
Sound
 Silky
 Shrill
Sony enjoys
silky phonetic
whereas
Pepsi enjoys
shrill sound.
Principles
of Design
 Movement
 Balance
 Emphasis
 Unity
Sajid Imtiaz: Creative Director, Xnine Communication