The principles of design are the rules a designer must follow to create an effective and attractive composition. The fundamental principles of design are Emphasis, Balance and Alignment, Contrast, Repetition, Proportion, Movement and White Space.Classic and digital designers alike harness the principles of design to shape their work, building on top of the elements of design to give cohesion to their pieces. When used successfully, these principles have the ability to transform designs, both aesthetically and in terms of performance.Design differs from art in that it has to have a purpose. Visually, this functionality is interpreted by making sure an image has a center of attention, a point of focus.Graphic design, like any discipline, adheres to strict rules that work beneath the surface to make the work stable and balanced. If the work is missing that balance, it will be weak and ineffective.
Emphasis
Emphasis deals with the parts of a design that are meant to stand out. In most cases, this means the most important information the design is meant to convey.Emphasis can also be used to reduce the impact of certain information. This is most apparent in instances where “fine print” is used for ancillary information in a design.Emphasis can be created by size, weight, position, color, shape, and style.Adding emphasis to an object creates a focal point, which grabs an audience’s attention. It’s where you want the viewer to look first, but doesn’t overpower the rest of the design.
Contrast
Contrast refers to how different elements are in a design, particularly adjacent elements. These differences make various elements stand out. Contrast is also a very important aspect of creating accessible designs.Contrast creates space and difference between elements in your design. Your background needs to be significantly different from the color of your elements so they work harmoniously together and are readable.
Balance
Every element of a design typography, colors, images, shapes, patterns, etc.carries a visual weight. Some elements are heavy and draw the eye, while other elements are lighter.Objects in design carry weight just like in the physical world, but it’s called visual weight. The visual weight of a design needs to have balance. The way these elements are laid out on a page should create a feeling of balance.
There are two basic types of balance: symmetrical and asymmetrical. Symmetrical designs layout elements of equal weight on either side of an imaginary center line. Asymmetrical balance uses elements of differing weights, often laid out in relation to a line that is not centered within the overall design.Symmetrical designs are always pleasing, if not occasionally boring. Asymmetrical designs are bolder and can bring real visual interest and movement to your composition.
Proportion
Proportion is one of the easier design principles to understand. Simply put, it’s the size of elements in relation to one another. Proportion signals what’s important in a design and what isn’t. Larger elements are more important, smaller elements less. Proportion is the feeling of unity created when all parts (sizes, amounts, or number) relate well with each other. When drawing the human figure, proportion can refer to the size of the head compared to the rest of the body.Proportion can be achieved only if all elements of your design are well-sized and thoughtfully placed.
Hierarchy
Hierarchy is another principle of design that directly relates to how well content can be processed by people using a website. It refers to the importance of elements within a design. The most important elements should appear to be the most important. One of the most important principles in design, hierarchy is a way to visually rank your design elements.
Hierarchy is not based on a design styles, but rather the order of importance. A good design leads the eye through each area in priority order.Hierarchy is most easily illustrated through the use of titles and headings in a design.
Repetition
Repetition is a great way to reinforce an idea. It’s also a great way to unify a design that brings together a lot of different elements.Repetitive elements can be used in conjunction with other principles to create a design that leads a user’s eye to a focal point, has continuity, or flow. A repetitive element could be repeated lines, shapes, forms, color, or even design elements.Repetition works with pattern to make the work of art seem active. The repetition of elements of design creates unity within the work of art.
Rhythm
The spaces between repeating elements can cause a sense of rhythm to form, similar to the way the space between notes in a musical composition create a rhythm. There are five basic types of visual rhythm that designers can create: random, regular, alternating, flowing, and progressive.Rhythm is created when one or more elements of design are used repeatedly to create a feeling of organized movement. Rhythm creates a mood like music or dancing. To keep rhythm exciting and active, variety is essential.
Pattern
Patterns are nothing more than a repetition of multiple design elements working together.It is the repeating of an object or symbol all over the work of art.In design, however, patterns can also refer to set standards for how certain elements are designed.
White Space
White space (or negative space) is the only one that specifically deals with what you don’t add. White space is exactly that — the empty page around the elements in your composition.It Creates hierarchy and organization.it can communicate an entirely different image or idea from your main design that will reward your audience for engaging with it.
Movement
Movement refers to the way the eye travels over a design. Movement is the path the viewer’s eye takes through the work of art, often to focal areas. Such movement can be directed along lines, edges, shape, and color within the work of art.Movement is controlling the elements in a composition so that the eye is led to move from one to the next and the information is properly communicated to your audience.
Variety
Variety in design is used to create visual interest. Without variety, a design can very quickly become monotonous, causing the user to lose interest.Variety is the use of several elements of design to hold the viewer’s attention and to guide the viewer’s eye through and around the work of art.
Unity
Unity is the feeling of harmony between all parts of the work of art, which creates a sense of completeness.Unity is a force operating within a design that gives it the appearance of oneness or resolution. This ensures no single part is more important than the other.Unity also helps ensure concepts are being communicated in a clear, cohesive fashion. Designs with good unity also appear to be more organized and of higher quality and authority than designs with poor unity.
