Academy for creative concepting
Design Principles
This module is perfect for anyone who wants to learn the fundamental principles of design and how to make strong, well-reasoned design decisions.
Whether you work as a visual merchandiser, producer, graphic designer, or in another creative field, this module opens up new ways of looking at space, form, and composition.
What will you learn?
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The basic principles of design – Understand color, shape, texture, patterns, and materials, and how they interact.
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From 2D to 3D – Learn how to transform flat ideas into spatial, three-dimensional designs.
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Concept development for 3D environments – Create compelling concepts with a thoughtful visual identity.
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Critical reflection on design – Gain insight into how objects, materials, and the surrounding space interact.
Who is it for?
Whether you're an aspiring designer or a creative professional looking to deepen your understanding of form, color, material, texture, and space—this module gives you the tools to express your creative vision in a more thoughtful and refined way.
It will shift your perspective on design and empower you to become the director of your own creative process.
This module is ideal for Visual Merchandisers, Spatial Designers, Product Designers, Photographers, Packaging Designers, Stylists, Brand Designers, Graphic Designers, and more. It’s also suitable for emerging creatives taking their first step into the creative world. In that case, combining modules—or enrolling in the full program—can provide a solid foundation for a new direction.
Here’s what you’ll learn:
Color theory & psychology
Developing trend-based color palettes
Shape language & objects
Texture & patterns
Consumer behavior analyse
Kleur inzetten voor merkcommunicatie
Professioneel dessin-portfolio
Opbouw course
Theme 1
Introduction to Shapes and Design
In this first theme, you'll dive into the basics of shapes. You'll discover the difference between geometric and organic forms, learn how they relate to space, and how they influence each other. By experimenting with creating shapes yourself, you'll get a solid understanding of the fundamentals of form and design. This will lay the groundwork for building strong aesthetic skills, which you'll continue to develop in the coming weeks.
Expert
Shahar Livne
Time investment
3 hours of lessons, around 6 hours of self-study per week
Theme 2
Sources of Inspiration & Color Palettes
This hands-on week is all about creating color palettes based on your personal or professional inspiration. By creating mood boards, you’ll learn how to find harmony in your color choices and work on presenting your own creative color proposals.
Expert
Tjarda Wessels
Time investment
3 hours of lessons, around 6 hours of self-study per week
Theme 3
Design Principles in Patterns
You’ll explore the evolution of patterns over time and learn how to create your own. In this practical session, you’ll design a continuous pattern based on your context. You’ll experiment with shapes and rhythm to create a unique design.
Expert
Tjarda Wessels
Time investment
3 hours of lessons, around 6 hours of self-study per week
Theme 4
Color & Digital Patterns
This week focuses on combining color and patterns in the digital world. You’ll learn how to turn physical patterns into digital ones. Rhythm, repetition, and digital editing techniques will be key as you create new designs for your portfolio.
Expert
Tjarda Wessels
Time investment
3 hours of lessons, around 6 hours of self-study per week
Theme 5
Materials & Textures
Dive into the world of materials and textures and see how these elements, along with color and patterns, impact the look and feel of a space or product. You’ll explore the importance of material choice for both aesthetic and functional design, while working on visual communication.
Expert
Shahar Livne
Time investment
3 hours of lessons, around 6 hours of self-study per week
Theme 6
Future Materials
In this session, we’ll explore material innovation and sustainability. You’ll see visual examples of the latest material trends and come up with ideas for sustainable applications, which you’ll then include in your portfolio.
Expert
Shahar Livne
Time investment
3 hours of lessons, around 6 hours of self-study per week
Theme 7
Aesthetic Elements
This week brings all your knowledge of color, patterns, texture, and materials together in a design of your choice. You’ll work on creating a visual concept that brings all the aesthetic elements into one piece. You’ll finalize your project with a professional visual presentation, showing your creative process and decisions.
Expert
Shahar Livne
Time investment
3 hours of lessons, around 6 hours of self-study per week
Theme 8
Portfolio & Presentation
You’ll wrap up the course with a presentation and pitch of your portfolio. You’ll showcase how you’ve applied all the techniques and knowledge you’ve learned, presenting your own designs and concepts to the team or audience.
Expert
Shahar Livne & Tjarda Wessels
Time investment
3 hours of lessons, around 6 hours of self-study per week
Our Creative Visionaries
The experts who bring creativity to life
Meet the experts behind our modules, the creative thinkers who make the difference. Their unique mix of vision and craftsmanship gives you the power to turn ambitions into reality and take a step forward with every challenge.
Tjarda Wessels
Shahar Livne
The Design Principles course is an 8-week program
Art directors, designers, creatives, event concept developers, branding specialists, and anyone who wants to use aesthetics & design as the foundation for their concepts.
Proficiency certificate Design Principles
Tuesday 6.30 - 9.30 pm
A total of 72 hours, including 24 hours of class time and 48 hours of independent work on assignments.
English
HBO educated and/or work experience
