The principles of design: Why they are important and how they impact good design.
The principles of design are concepts that guide the arrangement and structure of design elements in a design. The way these principles are applied affects the overall message and feel of a particular design.
Good designs is one that is functional and makes a product useful. Although, the process involved in the creation of good design are far more than what happens on the art board. The principles of design ensure that the necessary message and feel required to make a product useful are well communicated to the user/viewer.
This post will look into seven principles of design and how you can use them in your design.
Contrast
Contrast simply refers to the difference between two or more objects in design. The higher the difference, the higher the contrast.
Contrast makes an element stand out relative to others. In design, the most important element should have the most contrast. Elements like size, colors and shapes can be used to achieve contrast in design.
Emphasis
Sometimes referred to as dominance, emphasis is a strategy used to draw attention to a particular design element. It seems similar to contrast. While contrast is the difference between two or more object, emphasis is used to draw attention to a particular element. Contrast can, however, be used to add emphasis i.e the difference between two elements can be harnessed to draw attention to one.
Adding emphasis to an object creates a focal point that dictates where a viewer should look first.
Hierarchy
Hierarchy simply implies the arrangement or presentation of elements of design in their order of importance. It implies leading the viewer’s eyes through the design elements in order of priority.
Use of hierarchy can be seen in articles where the header text is usually larger in size compared to the body text.
Unity
Unity refers to oneness in design. It implies that all elements in the design are in agreement no matter their variety.
Balance
Balance focuses on the visual weight of elements in design. Imagine elements in a design as loads on a seesaw. If the weight of a side is more than the other, the seesaw won’t balance.
Balance can be symmetrical or asymmetrical. Symmetrical balance occurs when the same element are on either side of art board when divided symmetrically (two equal halves). Although, an asymmetrical balanced design doesn’t have equal elements on both sides of an art board when divided symmetrically, elements on both sides have equal weight to balance one another.
Scale
Scale refers to the size of an element in relation to another in a design. According to Steven Bradley in his article, How To Use Size, Scale, And Proportion In Web Design,
“A single object has no scale until it’s seen in comparison with something else.” -Steven Bradley
Scale is responsible for enlargement and reduction of elements. With scale, one can be able to depict an object as large human on a piece of paper.
Repetition
Repetition refers to the re-occurrence of a particular design element. This principle is well pronounced in designs that make use of patterns and textures. It can also be represented in the repeated use of same colors, typefaces or other elements of design.
Harnessing these principles of design properly in our designs will ensure that we are communicating the right messages to our users/viewers in the right way.
