1 Creates desire
Eight Principles of Design
Published by Landor Sydney as a booklet, this piece outlines some design fundamentals.
Great design delivers sheer aesthetic pleasure. It sparks the imagination and inspires that “gotta have it” feeling.
2 Communicates precisely
Great design distils an idea down to its most basic visual properties. It overcomes barriers of language and culture by being uncomplicated and uncluttered.
3 Considers the planet
Responsible design is no longer optional. Great design is environmentally conscious and can influence audiences to make sustainable choices.
Great minds don’t think alike, and great design stands out from the crowd. It challenges the norm, the prevailing aesthetic, and even the client.
5 Enhances the experience
Great design makes good products even better. Ergonomics support human dignity, and beautiful aesthetics gratify the senses.
6 Tells a story
Great design tells a great story. Every element helps the story unfold; every functional aspect advances the plot.
The best wit always contains truth, and a sideways look can engage and delight an audience. Playful ideas linger in the mind, bring a smile to the face, and make design more memorable.
Fads come and go, but great design is timeless. It matures and becomes more distinguished with age.
To read the full article with visual examples, follow the link (see Related links
About the Authors
is an executive creative director in the Sydney office of Landor Associates with overall responsibility for steering and directing creative solutions in the disciplines of packaging, identity, print, and environments.
is creative director in the Sydney office of Landor Associates. Nichola graduated from the Central Saint Martins College of Art and Design in London and worked extensively in London and Europe prior to moving to Australia and joining Landor in 1996.