1. Instructor: Deborah Ogden
Principles of Design
Instructor: Deborah Ogden

2. Vitruvius (1st century B.C.E.)
Utilitas Firmitas Venustas
Utilitas = usefulness
Firmitas = sturdiness
Venustas = beauty or aesthetics

3. Function (Utilitas) A chair isn’t functional unless it can be sat upon
A chair’s function also includes comfort, shape and size
A space designed as a store or a boutique should be well suited for that use
An object or space should meet minimum requirement, or exceed the minimum

4. Function Excellent Example Unsatisfactory Example
Size and shape of space well suited to purpose
Placement and choice of furniture support use
Circulation well planned and convenient
Good lighting
Satisfactory acoustical environment
Unsatisfactory Example
Size and shape awkward and inconvenient
Placement and choice of furniture inappropriate
Awkward circulation patterns
Unsatisfactory lighting
Excessive noise and distraction

5. Structure and Durability (Firmitas)
A chair may function as a chair but not last for six months (not durable)
A paper cup can be well designed but only last for one use (suitable for its purpose)
Consider maintenance costs, cleaning, reupholstery
Life time cost of use is a factor

6. Structure and Materials
Excellent Example
Choice of materials supports functional performance
Adequate durability and ease of maintenance
Construction of good quality
Cost of construction appropriate
Consideration of safety and environmental conditions
Unsatisfactory Example
Materials unsuitable to intended uses
Materials subject to rapid wear and hard to maintain
Construction obviously shoddy
Construction excessive in cost
Dangerous and hazardous conditions possible

7. Aesthetics (Venustas)
Hard to measure or quantify
Our standards of beauty change
Consider appropriateness
Possible to evaluate in terms of design principles
Sometimes easier to evaluate in a photograph

8. Aesthetics Excellent Example Unsatisfactory Example
Character and atmosphere appropriate to use
Time and place of design expressed
Character and quality of materials and construction honestly expressed
Design intentions clear and strongly developed
Unsatisfactory Example
Unsuitable atmosphere and visual character
False or obscure expression of time and place
Materials and structure falsified or obscured
Design intention vague or confused

9. Natural Design
Design made by plants, animals, geology, weather, etc.

10. Vernacular Design Design developed collectively and over time
Igloo, yurt, teepee, totem poles, Stonehenge

11. Technological Design Designed for function rather than aesthetics
Also called “machine art”
Gears, fire hydrants, motors
Does not include technology with product designers involved (i.e.: modern automobiles or computers)