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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 choices. 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 – learn about color, shape, texture, patterns, and materials, and how they work together.
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From 2D to 3D – discover how to transform flat designs into spatial concepts.
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Concept development for 3D environments – design compelling concepts with a well-thought-out visual identity.
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Critically reflecting on design – understand the interaction between objects, materials, and the space around you.
For whom?
Whether you're an aspiring designer or a professional looking to deepen your understanding of the relationship between form, color, material, texture, and space – this module provides the tools to express your creative vision in a new and considered way. It will change how you see design and allow you to take control of your own creative process.
This module is suitable for Visual Merchandisers, Spatial Designers, Product Designers, Photographers, Packaging Designers, Stylists, Brand Designers, Graphic Designers, and more. It’s also ideal for emerging creatives taking their first steps into the industry. In that case, a combination of modules or the full program can form a strong foundation for a new creative path.
All work shown has been developed by Artemis students.
Here’s what you’ll learn:
Color theory & psychology
Developing trend-based color palettes
Shape language & objects
Texture & patterns
Consumer behavior analyse
Using Colour in Brand Communication
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
Introduction to Color Theory and Applications
The expert introduces you to the world of colour: from the role and symbolism of colour throughout the ages to colour psychology and colour theory. In a hands-on session, you will learn and practise the theory of “colour in context.” The aim is to explore how harmony is created and how colour can be used to communicate abstract themes. This serves as a foundation for developing professional applications of colour.
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 & Sustainability
Innovation and trends in materials are discussed through visual examples. You are encouraged to take a critical look at new applications and developments in materials, with a focus on sustainability. You will research materials and their uses, and incorporate your findings into your portfolio.
Expert
Shahar Livne
Time investment
3 hours of lessons, around 6 hours of self-study per week
Theme 6
Materials & Textures
This week, we explore how materials and textures - together with colour, form, and pattern - play an essential role in how we perceive and experience a product or space. Materials are key to conveying a visual concept and creating an emotional atmosphere.
Expert
Shahar Livne & Tjarda Wessels
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
Tjarda Wessels
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 Aesthetic Design course is an 8-week program
Art directors, designers, creatives, event concept developers, branding specialists, and anyone who wants to use aesthetics as the foundation for their concepts.
Certificate: Design Principles
- 28-10-25 16-12-25 -
- 12-05-26 30-06-26
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.
- Dutch and English
- Shahar teaches in English
HBO educated and/or work experience
