And why does it matter?

Design theory involves the fundamentals and principles of creating visual communications, and all types of visual art. It deals with how human beings see and perceive visual information, and separates ideas of style, taste, and trend from the universal principles of aesthetics which we all have in common.

Design theory is foundational to the pursuit of design, photography, illustration, portraiture, architecture, industrial design, product design, space design, fashion design, and even UX/UI design, and to all fine art in general. It is a common visual language that connects designers and image makers from history to current day, culture to culture, and continent to continent.

Design theory involves an understanding of  the tangible (which means we actually see and make them) elements which include form, space, proportion, color, scale, texture, structure (grid), composition, line, shape and volume, and how to arrange them to achieve balance, rhythm, pattern, hierarchy, emphasis, and unity, which are understood ad the principles. Design theory, blended with a purpose or problem to solve, results in effective design solutions. It results in accurate depictions of forms and space, and allows expressive approaches to image making.

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Design theory creates value for clients and causes.

The value of visual creatives is their thinking and their ability to combine form (design principles) and function (the purpose of the work) to achieve an effective and pleasing result. Form and function as universally applied design concepts were first defined and formalized at the Bauhaus, and have been the basis for good design ever since. Technology has changed the design process and the tools we use, but application of principles and elements has not changed.

The reason it is essential to learn design theory is so that you can be a creative artist and not simply a technician. When you understand principles of balance, order, hierarchy, composition, structures, color, value, shape, space, scale, texture, etc,. you have the foundation to create meaningful, effective, appropriate and appealing work, and become far more valuable to your clients and audience than a wrist could ever be. And, If you aspire to be a design, draw, or paint, why not strive to be the best at it? Excellence in using the form language, developing a solid creative process, and cultivating astute critical thinking, make you excellent and your work valuable in the world.

So many people ask for tips for drawing or designing better. They want to know how to use a particular tool. They want to learn a particular technique. But simply knowing how to use various tools and techniques is not enough.

Stop and think for a moment — designers and artists have existed for millennia, creating excellent and effective work long before software came along. The design principles we work with have not changed. You are an illustrator whether you use pencil and paper or Procreate. The tools don’t matter. If you cannot design using pencil and paint, you will not be able to using digital tools.

Where this applies to clients is in the quality of the work they receive. In written communication, a wrong word or a mark out of place hurts the message. This also happens in the visual language. Clients should seek designers who understand how to combine the forms and principles of design to communicate their messages well.

The best means of learning the form language is a combination
of study, application and evaluation.

A common means of learning the form language is a combination of study, application and evaluation. Design schools are useful for this all-around approach. Any course of study in design, illustration or photography should include instruction in design theory.

But you don’t necessarily need formal education to be successful as an artist, illustrator, or designer. You can also consider enrolling in my ACademy, where I offer you the same courses I teach in university art and design programs, but without the stress of an academic curriculum and the accumulation of student debt.

To become a master in your creative pursuits, you have to first acknowledge that you’re a human being communicating with fellow human beings, and that we have the form language — its elements and principles — in common. When used in appropriate and creative ways, they enable you to impact and influence your viewers, and achieve the results you desire.