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.

1. Emphasis
The first of the 7 design principles is emphasis, referring to the focal point of a design and
the order of importance of each element within a design. Say you’re creating a poster for a
concert. You should ask yourself: what is the first piece of information my audience needs to
know? Is it the band? Or the concert venue?
What about the day and the cost of attending?

Make a mental outline. Let your brain organize the information and then lay out your design
in a way that communicates that order. If the band’s name is the most essential information,
place it in the center or make it the biggest element on the poster. Or you could put it in the
strongest, boldest type. Learn about color theory and use strong color combinations to make the
band name pop.

Like writing without an outline or building without a blueprint, if you start your composition
without a clear idea of what you’re trying to communicate, your design will not succeed.

2. Balance
Never forget that every element you place on a page has a weight. The weight can come
from color, size, or texture. Just like you wouldn’t put all your furniture in one corner of a room,
you can’t crowd all your heavy elements in one area of your composition. Without balance, your
audience will feel as if their eye is sliding off the page.

Symmetrical design creates balance through equally weighted elements aligned on either
side of a center line. On the other hand, asymmetrical design uses opposite weights (like
contrasting one large element with several smaller elements) to create a composition that is not
even, but still has equilibrium.

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Symmetrical designs are always pleasing, if not occasionally boring. Asymmetrical designs
are bolder and can bring real visual interest and movement (more on that later!) to your
composition.

3. Contrast
Contrast is what people mean when they say a design “pops.” It comes away from the page
and sticks in your memory. 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.

If you plan to work with type, understanding contrast is incredibly essential because it
means the weight and size of your type are balanced. How will your audience know what is most
important if everything is in bold?

As you seek out examples of really strong, effective design, you’ll notice most designs only
feature one or two typefaces. That’s because contrast can be effectively achieved with two strong
fonts (or even one strong typeface in different weights). As you add fonts, you dilute and confuse
the purpose of your design.

4. Unity
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. Author of The Elements
of Graphic Design Alex White explains, “To achieve visual unity is the main goal of graphic design.
When all elements are in agreement, a design is considered unified.”

Using design elements to apply unity to your work is a strong way to bring a brand concept
to life. Let’s say a sports brand like Nike or Reebok has an intense “in your face” campaign. They
might use big bold fonts, bright colors, and highly stylized imagery to exude intense training
emotions. On the flip side, a company like Casper might use a more subdued palette with bright
white tones and light, airy fonts to emulate a restful night sleep.

5. Rhythm
Rhythm, a principle of design, has more complexity than the previous principles of repetition
and pattern. Repetition and pattern are applied to the same element throughout a design.
Rhythm is the visual tempo of a combination of elements when used repeatedly, and with
variation, it gives the feeling of organized movement.

Rhythm in the principles of design is usually hidden in works of art and is not as obvious as
the design principles of repetition and pattern. In the example below, the diagonal lines aren't
arranged in a specific pattern. Instead, there's a repetition of the elements with variations.

6. Variety
Variety in the principles of design is about creating visual interest that will keep viewers
engaged with your design. Holding their attention and guiding them through the composition will
create a powerful user experience.

Variety adds something interesting to the composition to create contrast and tension. For
instance, mixing organic shapes with geometric shapes adds variety. This concept should
reinforce the message you are trying to communicate in your design—otherwise, it can look
pointless.

7.
How to use the principles of design
—
A design doesn’t have to strictly follow these rules to be “good.” Some absolutely mind-blowing
designs ignore one or more of the principles of design in order to create an eye-catching and
effective work.

example for breaking design rules: The Bed Moved by Rebecca Schiff, Designed by Janet Hansen
The Bed Moved by Rebecca Schiff. Designed by Janet Hansen for Knopf
Consider the cover of “The Bed Moved” by Rebecca Schiff, designed by Janet Hansen. This was
one of the most lauded book covers of 2016.

But did you immediately read the first line as “Theeb?” Did your eye jump to the bottom line
where the M from “Moved” is isolated on a different line than the rest of the word? The design is
clearly breaking the two rules of movement and alignment. But! Because of the designer’s
confident use of a bold contrasting color scheme and a repetitive structure, your eye is easily
guided to the title and author of the book.

The important information is communicated. That jarring moment of slight confusion is what
makes this design so revolutionary and rewarding.

The elements of a design should be viewed as moving parts that combine to tell a story. As you
approach your design project you must first familiarize yourself with these principles of design.
Only then will you be able to break these graphic design rules to create your own signature style.