Principles of Design

What is and how to apply readability in your Design
What is readability? Reading any text shouldn’t require any extra effort from the reader beyond being able to actually read; words and sentences should be immediately comprehensible. Readability then is the ease with which a reader can understand a written text. The total sum of elements within a given piece of

Eye Level: How to correctly position subjects in an image
In movies the best special effects are the ones you can’t detect, in photomontage applies the same. How many times we look at a montage and instinctively we detect there is something wrong; the subject clearly looks superimposed. There is a very simple rule that applies in every image and it

The importance of sketching
When I studied the graphic design career in the year 1990, sketching was basic. Computer use was almost nil and depended on our ability to turn those sketches and drawings in a dummy for our customer using more traditional means such as paste up, drawing and so on. Actually the process

The Design Process
How can we establish whether a design meets its purpose? Usually we have a pretty good idea of this matter, but we always need to base our judgments, and the best way to achieve this is through an analysis; The Design Process. For example we want to design a logo. First