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Design Principles 1

The document discusses the principles of design including balance, unity, contrast, emphasis, repetition, pattern, rhythm, and movement. It provides examples and explanations of each principle. Balance refers to the visual weight of elements on a page. Unity involves using similar elements to make a design feel cohesive. Contrast creates visual hierarchy through varying elements. Emphasis draws attention to specific elements through techniques like size, color, lines, and texture. Repetition and pattern involve repeating single or multiple elements, while rhythm introduces variations. Movement guides the eye through a composition using techniques such as overlapping and curvature.

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Joanne
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37 views10 pages

Design Principles 1

The document discusses the principles of design including balance, unity, contrast, emphasis, repetition, pattern, rhythm, and movement. It provides examples and explanations of each principle. Balance refers to the visual weight of elements on a page. Unity involves using similar elements to make a design feel cohesive. Contrast creates visual hierarchy through varying elements. Emphasis draws attention to specific elements through techniques like size, color, lines, and texture. Repetition and pattern involve repeating single or multiple elements, while rhythm introduces variations. Movement guides the eye through a composition using techniques such as overlapping and curvature.

Uploaded by

Joanne
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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THE PRINCIPLES OF

DESIGN
In my previous article, The Basic
Elements of Design, I talked about the
elements that create everything we
perceive. With a solid understanding of
those elements, you’ll be able to learn
more about the principles of design.
BALANCE
Any element placed on a page carries a visual
weight. It can range from form to size, color,
and texture.
In order to make a design feel stable or have
balance, the elements need to have a certain
scale.
Lack of balance would make your design feel
heavy on one side and empty on the opposite.

Symmetrical Asymmetrical
UNITY
Unity in the principles of design is the
harmony produced by all the elements
in a design piece.
For instance, using similar colors that
match and integrate elements
organically makes it appear as if they
belong together and are not just put
on a page.

You can achieve unity by making clear


relationships between visual elements.
CONTRAST
Contrast refers to the level of difference
between design elements in order to create
visual hierarchies.
The variation makes certain elements stand
out more than others. You can apply contrast
by using colors, textures, sizes, and shapes.
In a layout, contrast is applied to create
hierarchy between the font sizes. Larger text
tends to be read before any smaller text.
Color Contrast Size Contrast
EMPHASIS
Lines
Create direction on a page by pointing to specific
elements that help the viewer’s eyes know where to go.
Shapes
can also draw attention. Using a group of similar shapes and breaking the
group with a different shape will create tension and draw the eyes.
Color
can create an emphasis in any design. Buttons on a website tend to contrast
with the background to create a sense of urgency and attention.
Texture
can be seen in materials to enhance tactile features. For instance, a
business card can have an emboss or relief on a logo to emphasize it.
Lines
is also an option to emphasize certain elements in your design. Enough
white space around an object can prioritize the focus on a single element.
REPETITION
Using repeated elements on a layout can be
pleasing to the viewer. Repetition is repeating
a single element through the design.
We can call a grid a repetition of lines because
it creates a certain consistency. In layout
design, repetition is shown through the folio
placement to help viewers find their way in a
book or magazine. The same folio placement
creates continuity in the repetition.
PATTERN
In principles of design, pattern is the repetition
of more than one design element. While
repetition focuses on a single element being
repeated, pattern refers to multiple elements
repeated throughout a design

In the example below, the pattern repeats itself


from edge to edge without any disruptions.
RHYTHM
Rhythm, a principle of design, has more
complexity than the previous principles of
repetition and pattern.
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.
MOVEMENT
Movement in the principles of design refers to
the path the viewer’s eye takes through a
composition.
In the example below, movement is created by
the slightly curved lines and the overlapping
colors. Both effects enhance the movement
because the lines are unstable and the
gradient blurs the lines instead of being static.
THANKS FOR
WATCHING
THE PRINCIPLES OF

DESIGN
In my previous article, The Basic
Elements of Design, I talked about
the elements that create everything
we perceive.

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