This document provides an overview of Module 2 of a visual literacy training course for entrepreneurs. The module explores the concept of understanding design practices and their significance for business. It covers topics such as colour theory, balance and contrast in design, being aware of cultural changes, and using frameworks like the 5Ws and H to guide design composition. Practical examples are provided to demonstrate how understanding design principles can benefit business owners.

1. Co-funded by the
Erasmus+ Programme
of the European Union
Understanding
Design practices
Module 2

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This project has been funded with support from the European Commission. This publication [communication]
reflects the views only of the author, and the Commission cannot be held responsible for any use, which may
be made of the information contained therein.
1
Welcome to the Second Module of
the INVOLVE Visual Literacy training
course. Throughout this module, we
will delve into the concept of
Understanding Design practices,
exploring its significance and how it
can benefit your business.
Additionally, we will provide you
with practical examples of how you
can apply Understanding Design
practices in your own business.
Module 2 Overview Colour theory
2 Balance (creating tension & peace)
3 Creating contrast / composition
4 Being aware of cultural changes
5 Further Resources

3. Co-funded by the
Erasmus+ Programme
of the European Union
Colour Theory
Topic 1:

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Colour theory is a fundamental aspect of
design that explores the relationships
between colour and how they can be
combined in a visually pleasing and effective
way. It includes concepts such as colour
harmony, colour schemes, and the
psychological impact that colour has on the
viewer.
In design, colour theory plays a crucial role
as it helps designers create effective and
aesthetically pleasing designs that
communicate a message or convey a specific
mood or emotion. By understanding colour
theory, designers can select colour that
complement each other and create a sense
of balance and harmony in their designs.
This makes colour theory an essential tool in
the designer's toolkit.
What Exactly is Colour
Theory?

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The psychology of colour
studies the emotional and
psychological effects that
colours have on people.
Different colours can evoke
different emotions and
moods, and understanding
these effects can help
designers create designs
that effectively
communicate a particular
message or feeling.

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The colour wheel is a visual representation
of the relationships between colours and is
used as a tool to help designers choose
and combine colours in their designs.
Colour wheels are used to help artists and
designers choose and mix colours that
work well together. By understanding the
relationships between colours, it becomes
easier to create harmonious and visually
appealing compositions.
The Colour Wheel

7. Refers to a good or service being
offered by a company.
V I S U A L L I T E R A C Y F O R E N T R E P R E N E U R S
Source image: https://shop.decoart.com/blog/color-
theory-basics-the-color-wheel/
The standard colour wheel includes:
• the primary colours (red, yellow, and blue),
• the secondary colours (green, orange, and violet),
• and the tertiary colours (yellow-green, blue-
green, blue-violet, red-violet, red-orange, and
yellow-orange).
These colours are arranged in a specific order, with the
primary colours spaced equidistantly around the circle
and the secondary colours located in between them.

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The colour wheel is a visual
representation of the relationships
between colours and is used as a tool to
help designers choose and combine
colours in their designs.
Colour wheels are used to help artists
and designers choose and mix colours
that work well together. By
understanding the relationships
between colours, it becomes easier to
create harmonious and visually
appealing compositions.
The Colour Wheel

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Colour harmony refers to the
combination of colours that are visually
pleasing and work well together. There
are different types of colour harmonies
such as complementary, analogous, and
triadic.
Colour schemes are combinations of
colours that are used in a particular
design. There are several types of colour
schemes, including monochromatic,
analogous, complementary, and triadic.
Understanding colour terminology such
as hue, saturation, and value is
important in creating and
communicating about colours in design.
The Colour Wheel

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CMYK vs RGB
Source image: https://www.pogodesign.co.nz/graphic-
design/colour-cmyk-vs-rgb/

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RGB stands for Red, Green, Blue, which are
the primary colours of light. It is an additive
colour model that is used to create colours
on electronic displays such as computer
monitors, TVs, and mobile devices.
In the RGB colour model, colours are
created by mixing different amounts of red,
green, and blue light. When all three colours
are combined at full intensity, they produce
white light. When none of the colours are
present, the result is black.
The RGB colour model is widely used in
digital media and design, as it allows for a
high level of colour control and accuracy. It
is also the standard colour model used in
digital cameras and image editing software.
RGB

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CMYK stands for Cyan, Magenta, Yellow,
and Key (black), which are the primary
colours used in the four-colour printing
process.
In the CMYK colouur model, colors are
created by overlapping dots of cyan,
magenta, yellow, and black ink on a white
page. The amount of ink used and the way
the dots are placed determines the resulting
colour. By overlapping all four colours at full
intensity, it is possible to create a full range
of colours, including shades of grey.
The CMYK colour model is used in the
printing industry because it is more accurate
than other colour models when it comes to
reproducing colour on paper. However, it is
not as accurate as the RGB colour model
when it comes to representing colours on
digital screen.
CMYK

13. Co-funded by the
Erasmus+ Programme
of the European Union
Balance (creating tension
& peace)
Topic 2:

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The first step in creating great designs is to fully understand the design brief.
This means you need to know what you want, what are your goals, and what
is your target audience.
Before you start designing, do some research on the topic and the target
audience. Brainstorm ideas and sketch out some rough concepts.
Good design is often simple and easy to understand. Avoid clutter and
unnecessary elements.
Applying the 'less is more' and hierarchy principles previously outlined can help
you to create a website design that is visually appealing and easy to navigate
for the user.
Visual literacy and effective design

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"Less is more" is a principle in design
that suggests that simplicity and
minimalism can lead to better design
outcomes. It means that sometimes,
removing or simplifying elements in a
design can make it more effective and
visually appealing.
By using fewer elements, the design
becomes clearer, more focused, and
easier to understand. It's often
associated with the modernist
movement in design, which favoured
clean lines, simple forms, and functional
design over ornamental and excessive
design.
Less is More

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The Google search engine is an example
of how a "less is more" approach can be
effective in design. The clean, white
interface of Google's search page has
become an iconic design element in its
own right, and the company's focus on
simplicity and ease of use has helped it
become one of the most popular
websites on the internet.
Effectiveness of the "less is
more"

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https://visme.co/blog/visual-hierarchy/
Gestalt principles:
https://www.interaction-
design.org/literature/topics/gestalt-
principles
Hierarchy and gestalt
principles
The application of Gestalt thinking to
design provides us with insights and new
ways of approaching problems and
challenges.
By cementing in our own minds the many
ways we organise visual information, we
can improve our designs for all users.

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Typography is the art of arranging type
to make written language legible,
readable, and appealing.
It is an essential part of graphic design,
and using it effectively can enhance the
overall aesthetic appeal and legibility of
your design.
Typography

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Choose the right typeface, it
should complement the tone
and purpose of your design.
E.g. a serif font might be more
suitable for a traditional or
formal design, while a sans-
serif font might be better for a
modern and sleek design.
Hierarchy refers to the
arrangement of type to
create a visual hierarchy that
guides the reader's eye. Use
larger font sizes, bold or
italic styles, and different
coloirs to create a clear
hierarchy of information.
Pay attention to spacing:
Proper spacing between
letters, words, and lines is
crucial for legibility. Use
appropriate line spacing,
letter spacing, and word
spacing to create a
comfortable reading
experience.
3 tips for an effective type

20. Co-funded by the
Erasmus+ Programme
of the European Union
Creating contrast/
composition
Topic 3:

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In design, creating contrast/composition
refers to the arrangement of visual elements
such as colour, texture, shape, size, and
space in a deliberate manner to achieve a
sense of harmony or tension within the
design.
By using contrasting elements, a designer
can create interest and highlight specific
areas within the design.
The composition refers to the arrangement
of these elements and the overall
organisation of the design.
A well-composed design achieves balance
and harmony, making it visually appealing
and effective in communicating its intended
message.
Contrast & composition

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Josef Müller-Brockmann: A Swiss graphic
designer known for his use of grid systems
and bold typography. His work often
incorporates a strong use of contrast and
composition to create clear and effective
designs.
David Carson: An American graphic designer
who rose to fame in the 1990s for his
innovative and unconventional designs. His
work often incorporates a strong use of
contrast and experimentation with
typography and layout.
Paul Rand: A renowned American graphic
designer who is best known for his
corporate logo designs, including the logos
for IBM, ABC, and UPS. His work often
incorporates a strong use of contrast and
composition to create simple yet
memorable designs.
Source image: http://indexgrafik.fr/paul-rand/
Contrast/Composition
Examples of designers

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The "5 Ws and H" is a framework often
used in journalism and writing to guide the
gathering of information about a particular
event or topic.
The "5 Ws and H" framework is not only
utilised in journalism and writing, but it is
also commonly employed in the field of
design to aid in the collection of
information concerning a specific task or
design.
5 Ws and H

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Who: the people or entities involved in the
event or topic. Who are the key players?
Who is affected by the event?
What: the action or subject matter of the
event or topic. What is happening? What
are the key issues being discussed?
When: the time frame of the event or topic.
When did it happen? When is it scheduled
to occur?
Where: the location or context of the event
or topic. Where did it happen? Where is it
taking place?
Why: the reason or motive behind the event
or topic. Why is it happening? Why is it
important?
How: the process or methods used in the
event or topic. How did it happen? How is it
being carried out?
Using the 5 Ws and H for composition
e.g. a poster for an event:

25. Co-funded by the
Erasmus+ Programme
of the European Union
Being aware of
cultural changes
Topic 4:

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Being aware of cultural changes in
design means understanding how
cultural values, beliefs, and behaviours
can influence the way people perceive
and interact with design.
This includes being aware of trends and
shifts in cultural attitudes towards topics
such as gender, race, religion, and socio-
economic status, and how these changes
may affect the design decisions we
make.
Cultural Changes

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For example, a designer may need to be
mindful of cultural sensitivities when
designing a product or brand for an
international audience.
This could involve considering the cultural
meanings and connotations associated with
certain colours, symbols, or imagery, and
making sure that the design is appropriate
and respectful in the target culture.
For example, in China red is symbolic
of good fortune, luck, vitality, celebration
and prosperity.
In the west, since red is the color of blood,
it has historically been associated with
sacrifice, danger, and courage.
Cultural Sensitivities
Logo that was meant to look like
flames draws fire!
In 2019 Nike came under fire for
a design which some felt was
offensive:
https://www.today.com/style/nike-
air-max-shoe-logo-called-offensive-
muslims-allah-design-t147626​

28. Co-funded by the
Erasmus+ Programme
of the European Union
Resources
Topic 5:

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AI - Adobe Illustrator file format, which is a vector-based
format used for creating logos, icons, and other graphics
that need to be scaled without losing quality.
PSD - Adobe Photoshop file format, which is a raster-based
format used for editing and manipulating photographs
and other images.
EPS - Encapsulated PostScript file format, which is a vector-
based format often used for printing and publishing
purposes.
PDF - Portable Document Format, which is a file format that
can contain both vector and raster graphics, and is often
used for sharing designs or sending files to a printer.
SVG - Scalable Vector Graphics file format, which is a vector-
based format that is commonly used for web design and
interactive graphics.
PNG - Portable Network Graphics file format, which is a
raster-based format that supports transparency and is
commonly used for web graphics.
JPG/JPEG - Joint Photographic Experts Group file format,
which is a compressed raster-based format commonly
used for photographs and web graphics.
File formats

30. V I S U A L L I T E R A C Y F O R E N T R E P R E N E U R S
Free Design Software
GIMP: A free and
open-source image
editing software
Gravit Designer: A
vector graphics
design software that
allows to create
logos, icons,
illustrations, etc.
Krita: A digital
painting software
that is suitable for
creating concept art,
illustrations, and
comics.
Pixlr: A browser-
based photo editing
tool that offers
editing tools and
filters for enhancing
your images.
Blender: A 3D
animation and
modelling software
that can be used for
creating 3D models,
animation, and
visual effects.

31. V I S U A L L I T E R A C Y F O R E N T R E P R E N E U R S
Available for Windows, macOS and iPad, the
super-smooth, feature-packed app is the
choice of thousands of professional
illustrators, web designers, game developers
and other creatives looking to create high-
quality concept art, print projects, logos,
icons, UI designs, mock-ups and more.
Affinity Apps
Affinity
Loved by creative professionals, Procreate has
everything you need to create expressive
sketches, rich paintings, gorgeous illustrations
and beautiful animations. Procreate is the
complete art studio you can take anywhere,
packed with unique features and
intuitive creative tools.
Procreate website
Procreate

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Offers design tutorials,
courses, and resources
on various topics
including graphic design,
branding, and
typography.
An online platform
where designers can
showcase their work
and find inspiration from
others. It also offers
resources such as job
postings and design
articles.
A website that provides
design tutorials, news,
and reviews on various
design software and
tools. It covers topics
such as graphic design,
web design, and UX
design.
Canva
Design
School
Behance CreativeBl
oq
3 design websites that offer resources

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"Don't Make Me Think"
by Steve Krug
A classic guide to web
usability, providing
practical advice on
how to create designs
that are intuitive and
easy to use.
"Thinking with Type" by
Ellen Lupton
A practical guide to
typography, providing
examples and
exercises that help
understand the
fundamentals of type
and use it effectively.
The Non-Designer's
Design Book" by
Robin Williams
A beginner-friendly guide
to design principles,
covering topics such
as layout, color,
typography, and
imagery.
Visual Explanations" by
Edward Tufte
It explores the use of
visual elements in
communication,
providing examples of
effective data
visualisation and
explaining how to
create clear and
compelling visual
explanations.
"Designing Brand
Identity" by Alina
Wheeler
A comprehensive guide
to branding, covering
topics such as brand
strategy, brand
architecture, visual
identity, and brand
implementation.
5 visual design books to read

34. V I S U A L L I T E R A C Y F O R E N T R E P R E N E U R S
99% Invisible
This podcast explores the
design and architecture of
everyday objects and
spaces, from the hidden
history of the Laundromat
to the design of airport
terminals.
W/ Debbie Millman
Design matters
This podcast features
interviews with prominent
designers, artists, and
other creatives from a
wide range of industries.
From InVision
Design better
This podcast covers a wide range
of topics related to design,
from product design and UX to
leadership and career growth.
Each episode features
interviews with designers and
other experts in the field.
The Deeply Graphic
Design Cast
This podcast is hosted by a
group of graphic designers
and covers a wide range
of topics related to design,
from branding and
typography to marketing
and social media.
4 top visual design podcasts to listen to

35. Co-funded by the
Erasmus+ Programme
of the European Union
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