• Balance: The distribution of visual weight, which can be symmetrical or asymmetrical.

• Contrast: The use of opposing elements (e.g., large vs. small, black vs. white) to create visual interest and highlight key areas.

• Emphasis: The creation of a focal point, drawing the viewer's attention to the most important element.

• Movement: The path the viewer's eye takes through the design, often guided by lines, edges, and shapes.

• Repetition/Pattern: Using consistent elements throughout a design to create unity and strengthen the overall brand or message.

• Proportion/Scale: The size relationship between elements, used to indicate importance.

• White Space (Negative Space): The empty space around elements, essential for reducing clutter and increasing readability.

• Hierarchy: The arrangement of elements to signal importance, guiding the user on what to look at first.

• Unity/Harmony: The cohesive, polished feeling where all elements feel like they belong together.

Design in the wild

The basics of principles of design