Design principles, such as balance, contrast, emphasis, movement, repetition (pattern), Proportion, rhythm, variety, and unity, are fundamental rules designers use to create organized, harmonious, and visually pleasing works. These principles dictate how the elements of design (like line, color, and space) are used and arranged to achieve specific aesthetic and functional goals, ensuring that a design communicates effectively with its audience. 

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. Maybe you’re thinking, “But wait! I thought design was all about creativity?” If you’re a business owner, marketer or designer who’s just starting out, you might be tempted to go wild and combine the first five typefaces and colors that catch your eye, believing you’re creating something fresh and new. You will probably find yourself with a design that is muddled, unfinished or, well, just plain ugly. 

The principles of design are the rules you must follow to create an effective and attractive design composition. Graphic design, like any discipline, adheres to strict rules that work beneath the surface to make the work stable and balanced. If the design is missing that balance, it will be weak and ineffective.