The tricky thing about design is that it naturally contains a human, emotional component. You might say it is similar to art therapy, in the way that someone draws something dark and angular when they feel angry or confused. When we unknowingly allow our emotions to influence our design it can convey information that we may not intend to send. Here are a couple of examples:

• choosing your favorite color for an earnings report instead of a color appropriate to the subject matter.

• using a typeface because you think it looks cool. 

Are your designs unintentionally influenced by your emotions or are they carefully crafted to communicate clearly to the intended person?

Understanding design fundamentals is a must if you intent to communicate a specific message successfully—and to steer clear of your own unintentional design decisions. Design fundamentals are principles and theories that all professional designers (interior designers, architects, etc.) use when designing for their clients. These fundamentals determine if a design works or not. Back to our examples: It is reasonable and logical to choose green to convey positive growth for the earnings report, instead of our favorite color red; And for a teenage girl choosing a typeface for her science project, perhaps Helvetica is a more appropriate typeface than Curlz. Is the emotional component of the design derived from you or the person you intend to communicate to.

As you design, be conscious of design principles that will help best communicate your hard wrought information. DesignAide shares anecdotes cross-referenced with design principles and theory. As a Deliberate Designer, this can be very helpful for your small business, work presentation, school project, whatever.