The Principles of Design
The following principles are used by designers to lead the viewer's eye around a design solution. These principles are not a checklist; you should pick two to three principles and demonstrate the correct usage within your design solution.
Alignment
Alignment is the act of keeping design objects in line, not only vertically or horizontally but across any linear plane. Alignment also be done respectively, i.e one design element is positioned with respect to another element within same frame.
Balance
Designs in balance (or equilibrium) have their parts arrangement planned, keeping a coherent visual pattern (color, shape, space).
Contrast
Distinguishing by comparing/creating differences. Some ways of creating contrast among elements in the design include using contrasting colors, sizes, shapes, locations, or relationships.
Emphasis
Making a specific element stand out or draw attention to the eye. Emphasis can be achieved in graphic design by placing elements on the page in positions where the eye is naturally drawn, by using other principles such as contrast, repetition, or movement.
Gestalt
"The whole is greater than the sum of its parts" — Kurt Koffka. The overall perception of gestalt in a design is created through harmony, unity, balance, proportion, proximity, and other visual cues. Designers can use this principle to create visual connections and relationships that clarify and strengthen the overall "feel" and meaning of the design.
Harmony
As with music, graphical elements can be said to be working in harmony - the individual parts come together as visually compelling and a meaningful whole.
Movement
Movement is creating an instability, making motion to blur the image. Movement can be achieved by using graphic elements that direct the eye in a certain direction such as arrows that point the way overtly or a series of lines or dots that get progressively larger or smaller, creating a subtler sense of movement.
Proportion
This indicates the relative visual size and weight of graphical elements in a design composition.
Repetition
Repeating a sequence; having it occur more than a few times. In design, repetition creates visual consistency in page designs, such as using the same style of headlines, the same style of initial capitals, or repeating the same basic layout from one page to another.
Rhythm
A strong, regular, repeated pattern of movement or sound. Successful designs have an effective ebb and flow. Text and Graphics should seem to be paced and patterned. Spacing is an effective application of this principle.
Unity
Unity creates a feeling of wholeness. Unity is usually achieved when the parts complement each other in a way where they have something in common. Unity can be achieved by use of the same color, or different tints of it, or using a similar graphic style for illustrations.
White Space
Areas of a design devoid of text or graphics. White space includes margins, gutters, space between lines of type (leading), off-set of text from images (text wraps) and any other part of the page that is empty. White space is also analogous to "negative space" where "positive space" is defined as images, blocks of text, and other graphical elements.
References:
Text adapted from “Principles of Design” by Wikibooks, licensed under CC BY SA 3.0
This text is licensed under a Creative Commons Attribution 4.0 International License.
Notes:
All images are original artwork by Tom Smalling