12 Principles of Design

to Help You Create

We are governed by laws and rules. Everything that exists follows a set of laws

that make them what they are, from the philosophies to the tiniest objects in the

known universe. Laws and principles are what make things work, make them
what they are. In modern times, these principles were created to make things

better, which also applies to design.

Design is defined as the marriage of function and art, and as such, has a set of

principles. If you've ever wondered why a particular design works, it's because

the designer followed the principles that govern it. If you're just starting out in

the world of design, here are 12 things you shouldn't take for granted if you

wish to become a great designer.

Principles of Design
The principles of design are the indispensable rules that make the design work.

They seem basic at first, but over time, one will realize that understanding their

individual functions will result in designs that serve their purpose, which is to be

appreciated aesthetically and communicate to its viewers.

1. Balance

Balance works by joining multiple contradicting ideas together and blending them

harmoniously. The ingredients of visuals are set in a way that spreads the weight

accordingly. Viewers are then forced to explore the surface or area of the whole

design. There are symmetrical and asymmetrical types of balance.

central focus of the visuals. Some web designers integrate asymmetrical design

by placing a focus in the middle of a logo, a vital button, or the company's name.

Asymmetrical balance is when the elements are not evenly spread and might

possibly lean on one area more than the others. Yet, balance is still achieved

despite the unequal distribution.

2. Contrast

Contrast is the opposite of balance, where it emphasizes the differences between

elements. Designs like these are often eye-catching and create a way to focus on

a certain area. Contrasts make for an exciting dynamic that captures the

attention of the viewer.

This template is a good example of a design that uses contrasts of colors. The

playful design and the use of red and contrasting dark colors work well together.

Despite the clash in colors, they never feel vulgar or ugly but instead create a

feeling of excitement.

3. Emphasis
Emphasis is the more straightforward of the principles. It points out the main

topic or subject of the design. Three things to take note of when conceptualizing

the focal point: dominance, sub-dominant, and subordinate.

Dominance is the very object you should be focusing on, otherwise known as the

"focal point." The sub-dominant is the secondary object of the visuals, and the

subordinate is the one with the least "weight" (usually, this refers to the

background).

4. Movement

Movement is the flow in design. Your eyes follow the direction that the artist

chooses to map out. Elements like lines, shapes, colors, or light, among other

things are used to create a sense of direction that will embark the viewer on a

short journey.

In some way, the design is a story that was written by the designer.

5. Hierarchy

As a royalty, hierarchy knows who rules, and who follows the governing powers.

Simply put, hierarchy is the arrangement of visual elements by their degree of

importance. It usually appears in the form of a pyramid, with the top featuring an
essential element. At the same time, the bottom holds lesser details that may not

be as important in the current project you may be working on.

One good practice of hierarchy is setting important information in larger font

sizes. You are directed to read them first, then to set the other lines in smaller

font sizes so as not to get the attention and distract from the important

information and visuals.

6. Pattern

Patterns are visuals elements that are arranged accordingly to achieve the

"whole." The visuals can come in the form of colors, lines, or shapes just as long

as they create a cohesive structure.

Good examples of pattern designs are usually found in carpets, textile,

and wallpaper. It is not simply repeating something over and over again.

7. Repetition

We've talked about the repetition in a pattern, so what is the difference between

repetition and pattern? In patterns, the repeated imagery would usually result in

the form of a cohesive piece, however, with repetition.

doesn't necessarily produce a design. It can be dull or ugly. Nonetheless,

repetition serves an important albeit subtle function: making it unforgettable.

Certain companies apply repetition by using the logo as a background or using a

floating menu that travels with you as you navigate your way around a website.

You're constantly looking at the name of the company and eventually have it

embedded in your subconscious.

8. Proportion

Proportion is the parallel relationship among the elements in a piece or

composition depending on the function, colors, etc. Unlike hierarchy that

prioritizes the essential element, proportion creates the feeling that there is an

order among the details and that it has visual structure.

Proportion can be split into two, harmonious and unbalanced proportions.

Harmonious proportion happens when the elements are in order and in

symmetry. Unbalanced proportion, on the other hand, happens when disarray or

disproportion is either present or forced.

9. Rhythm
Visual rhythm can be sharp, flowing, regular, random, progressive, and

alternating like in music. Rhythm can be divided into five, regular, flowing,

progressive, random, and alternating. Regular rhythm is as if the space between

elements is equal. The flowing rhythm gives off the feeling that you're moving

through bends and curves.

Progressive rhythm is constantly changing as well as repeating. Random rhythm

does not have anything that is constant and is entirely aimless, and alternating

rhythm has a whole topic to itself as it utilizes a set of patterns.

10. Variety

Variety is that which makes up the blend of the diverse elements in an elaborate

or sophisticated relationship through the use of tools like lines, values, texture,

hue, etc. Variety works well with unity, despite their differences, and is often used

to make certain elements or areas within a piece alluring, using contrast and

proximity to its advantage.

An artist can then position these different elements either near or far from each

other, adding all kinds of shapes, geometric and organic, to create variety.

11. Unity/Proximity
As its name suggests, Unity is what brings the different elements of your piece

together, creating a dynamic relationship with each other. It is imperative to know

the outcome of the piece to select the elements to work with, helping to deliver

your message better.

The concept of proximity is so that it works on the distance that these visual

elements should have between them, and/or how they are put together if they are

unrelated. The closer two objects in a piece are means that they have a kind

relationship and often become one unit. This helps you give organization and

structure to a piece.

12. Alignment

Alignment is the allocation of visual elements so that they can align or straighten

up a piece. Think of it as the braces that fix the teeth of design. Alignment is used

in design to gather and organize the elements of art, so they form structure,

balance relations, dishing out a clear outcome.

Alignment is the unseen line that keeps the visual elements adequate to achieve

the look and feel of a piece the artist intended for it to convey, instead of being in

discord.