A. 
Design principles rule the design process, shaping and combining forms to provide visual images, functional spaces and to evoke emotional response. In development projects, design principles must be recognized and integrated into the proposal's design concept. When design principles are neglected, mistreated or disregarded, the project's images will be negative, spaces will not function properly and the emotional responses will not be as intended.
B. 
The following paragraphs and figures help to illustrate the various design principles and how they apply to project design. These concepts, vital in urban design, site planning, architecture, landscaping, lighting and sign design, will guide project review. Briefly, these principles are:
1. 
Mass;
2. 
Scale;
3. 
Proportion and rhythm;
4. 
Texture;
5. 
Color;
6. 
Light and shade contrast;
7. 
Solid-to-void contrast;
8. 
Unity/diversity.
(Ord. 359 (Attach. 2), 1992)
Mass is described in three dimensional forms, the simplest of which are cubes, boxes, cylinders, pyramids and cones. Massing shapes buildings. Large massing emphasizes and small massing subdues building elements. Interior spaces, based on the building's function, dictate massing patterns. Voids, or open spaces in massing, can alter the appearance of a simple mass, making it more interesting and less imposing.
Simple Mass
Examples of Scale
(Ord. 359 (Attach. 2), 1992)
Proportion and rhythm, like scale, describes the relationship of building components to each other or of one building to another. Proportion and rhythm relates to the spacing of elements and can be described in terms of balance and emphasis.
A. 
Proportion is the ratio of one dimension to another, like the width of a building to its height.
B. 
Balance describes the visual equality between elements. Balanced elements may be symmetrical or asymmetrical, but their placement will produce similar visual impact.
C. 
Unequal proportions create directional emphasis, usually horizontal or vertical. A unique element may also create emphasis, using its prominence to provide a focal point.
(Ord. 359 (Attach. 2), 1992)
Texture refers to the roughness and pattern of the surface material. Detailed textures can add intimate scale.
Patterns and Materials Create Texture
(Ord. 359 (Attach. 2), 1992)
Color is an important design feature, varying by hue (red, blue, yellow) and by tone (lightness or darkness). Colors advance or recede depending on the tone and intensity of the hue. The main body of the building, window trim and parapets, window sashes and roof and roof overhangs are building elements that can effectively use color. Some buildings incorporate materials that provide color in their natural state, such as brick, stone or clay tiles.
(Ord. 359 (Attach. 2), 1992)
Projections, recesses, patterns and textures contrast light and shade. The creative use of light and shade is an effective design tool giving a three-dimensional quality to building façades. Both the thin line of shade along a molded cornice or the deep shadow of a recessed entrance add definition to a building design and enrich the building's appearance.
Examples of Light and Shade Contrast
(Ord. 359 (Attach. 2), 1992)
The solid-to-void relationship between the total wall surface and its openings (such as doors, windows or arches) is basic to the way a building is perceived. Older style buildings had more wall surface than openings, reflecting the building materials' inability to span wide spaces. In many modern structures, particularly retail uses and certain wall office buildings, the window area predominates, creating an open feeling. Where window and wall areas are equal, the building can be viewed either as a wall with windows or as windows surrounded by a wall. This ambiguity creates static design, where neither element dominates.
(Ord. 359 (Attach. 2), 1992)
A. 
Elements of well-designed buildings convey a single idea or theme when viewed as a whole. Individual buildings should have unity in scale, proportion, color and balance. For example, a Neo-Classical office building has a symmetrical façade, tall columns and oversized doors, elements intended to convey both a monumental feeling and a sense of order and structure. Each element is unique, but they make a unified statement in combination.
B. 
A change of pace (diversity) from an established pattern can serve as a landmark or focal point and is particularly suitable if the distinctiveness in architecture or plan also denotes a difference in use.
(Ord. 359 (Attach. 2), 1992)