The design principle of economy is the embodiment of the quote from Antoine de Saint-Exupery:
Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.
What is Economy?
The Principle of Economy is the idea that you use as much as you need to communicate the message. This does not mean that the design is minimalistic, but rather that it only contains the essential.
Economy is used to…
- Achieve harmony
- Create focus and direction
- Unify the design
Creating Economy
Economy is achieved by making each element of design valuable. Economy compels you think about every element and whether or not it is vital to the message.
The use of the elements to create economy is not as easily broken down as with other principles because the concept of economy is for the overall piece. It is probably easiest to think about economy in terms of what you can take away, rather than what you can add. Some questions to think about when evaluating your use of economy:
- Is each element used to its maximum potential and impact by not over-using it?
- If I remove this object, element or item, will it make the message clearer?
- If I remove this object, element or item, will it make the design stronger?
Examples of Economy
Perhaps economy is a little easier to understand with some strong examples.
Olive Oil
This olive oil packaging (designed by a student! Boy am I jealous!) doesn’t contain any more information than it needs in order to convey what it is. The colors are limited to the fruit and the black of the text. The shapes are complex and detailed, yet not overly fussy. The necessary information is on the package and nothing else.
BATS
The colors of this ad for the Lincoln Children’s Zoo by Bailey Lauerman are simple color. The use of space is basic and effective, and the designer utilized an appropriate scale of the objects to indicate the order of importance. Simple. Direct. Economic.
Snowboarder
Of course, economy is easiest to pick out on minimalist designs, but compositions with a high amount of detail can still take economy into consideration. Take this exercise example from Blog.SpoonGraphics. Each bit of detail—the stars behind the boarder’s hands, the paint splashes behind him, the rays of light coming out in the background—contributes to the design. These details serve to emphasize, direct, create rhythm and unity; all very important aspects (principles to be precise) of a good design.
Here, the limited color palette leads to a very unified, focused feeling. Consider the number of colors you are using and whether you could pare them down to create an even stronger message.
Economy can be one of those principles that you don’t really think about but need to. It can also be one that comes naturally to some designers. In either case, it’s always good to pause and think about what you could take away to improve your design. If you decide it’s nothing, then well done.
Economy can be one of those principles that you don’t really think about but need to. It can also be one that comes naturally to some designers. In either case, it’s always good to pause and think about what you could take away to improve your design. If you decide it’s nothing, then well done.
Be sure to grab the Creative Curio RSS feed (What is RSS?) so you don’t miss the rest of this series on the Principles of Design! We have already gone over the principles of balance, contrast, direction, and coming up are emphasis, proportion, rhythm (repetition) and unity (harmony) and how to apply them in your designs. This will be a weekly feature on Wednesdays.
If you’re interested in more applied design theory, take a look at the Elements of Design Real World Examples series.
Hi,
This made me think. We learned about design principles at my university, but they didn’t touch on this.
From now on I will now always ask myself those three questions on economy. Especially the ‘If I remove this item…”
I guess that holds true to writing too. Thank you for a good post!
An interesting article Lauren. I’ve been trying to have less and less ‘useless’ elements in my work lately, even though I tend to go for over-the-top collage look..
but I often will do something and then leave it for a night.. when I come to it the next morning, the first thing I notice is often the thing I remove.. all about subtlety..
you’re meant to do that with clothing too, aren’t you? First thing you notice in the mirror, just before you leave, you remove? not that I’m much for fashion advice
Alex Charchar’s last blog post..Home Office, Sweet Home Office ~ Two
Eivind,
Hi there! I’m so pleased you’ve discovered a new way to make your designs better. I’ve found that they never taught me nearly enough in school
Alex,
I’m glad you got the point that designs can be full of texture and details but still be using the principle of economy. Heh, I’ve not heard that rule about the clothing… you’d think more people would be walking around without shirts if that were the case! Yikes!
@LaurenMarie
That’s why we need to stay curious and learn and try new things ourselves.
I enjoyed this series on design principles. So important to know what we are doing
(and be able to explain it)
Nice term… economy. I haven’t heard this before. Everything with a purpose, nothing without.
kristarella’s last blog post..The $50 camera project
Eivind,
I’ve found myself becoming more familiar with these principles as I try to explain them. It’s been good practice for me too!
Kris,
That is a very succinct way to say it!
Ah my favorite of all the principles.
I once said to someone that if I ever had my own company I would print “Whitespace is king” in 12 foot high letters along one wall.
Not surprisingly I love the Lincoln Children’s Zoo billboard.
EDIT - hmm that commentluv plugin hasn’t been working for me the last couple of comments. Does the plugin not play nice with feedburner?
Really interesting article. I have the clients objectives written down in front of me and try to justify every element of the design against the objectives and if I can’t justify it then I take it out! I agree with David - “white space is king!”
Lucinda - eightyone’s last blog post..VW Camper Van Logo Designs
David,
You’ll have to post a picture of that wall when you get it some day! The plugin plays quite nice with Feedburner actually… is your feed in a funny place on your site? The typical place it looks is domain.com/feed
Lucinda,
That’s a great idea to go through a checklist of sorts of the client’s objectives in comparison with what you’ve designed. Certainly helps to clarify your focus and emphasis in terms of the visual communication.
Yeah I can only dream eh.
Nope set up all normal like, no big deal, was just curious in case I decide to use it for my own site.
David,
I’m sorry it’s not working right… The last comment I have from you with a CommentLuv link goes to http://designsandwich.co.uk/number-10-on-twitter/ Is that around the time when you redesigned your site? And were you previously on a different platform (not WP)? I have noticed my feed not being parsed sometimes on other blogs, but it usually comes back. Wish I had an answer for you!
Very nicely put. Space seems to be vehemently disliked by most web designers. Do the old traditions of print design mean nothing to this generation? :)
John,
Web design is definitely moving towards a respected form of design these days, but I know what you’re saying. Design principles apply here every bit as much as in more traditional design media and photography, too! How do you apply this principle in your line of work?
Hey now! I think I’m part of “that generation” to which you refer
LaurenMarie, I’m no design expert but I’ve worked in all sorts of design disciplines in my time. A recurring issue is that of a client giving you far too much copy for the available space. With regard to photography, a singular focal point is more important and obviously you don’t have the distraction of text. Often, the more effective images are simple and uncluttered compositions.
John,
(not still in school, but always learning) Haha, I can so relate to the “too much copy” issue! I deal with that all the time. I tell them, I can make the type 6pt, or you can cut out 3 paragraphs; it’s your choice.
Oh, I’m no design expert either. Just a life-long student
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