Prnciples of Design

Balance: 

Where objects in real life carry physical weight, elements in design carry visual weight. Large elements are heavier and small elements lighter, with each element having its own "weight" based on how much attention they draw.

Visual balance is about ensuring your design is equally weighted on both sides of the central point. It’s like a seesaw—too much weight on either side and the whole thing becomes unbalanced.

By striking this balance you create visual harmony and stop your design from feeling too chaotic to the viewer. It’s one of the most important parts of visual composition, and comes in three basic forms: Symmetrical, Asymmetrical, and Radial:

If there was a vertical line running down your artwork, symmetrical balance would imply that the visual weight is equal on both sides of that line. Symmetrical balance offers a visual experience which evokes consistency and professionalism. 

Asymmetrical balance is achieved when the visual weight of elements is equal on both sides, but their arrangement and order varies (i.e., unlike a symmetrical layout, this will not be a mirror image). 

Radial balance is when elements “radiate” from a point in the centre of a design. Think of rays shining from the sun, petals blossoming from a rose, or a squirt of tomato sauce in the middle of a juicy meat pie. This form of symmetry is a way to add depth and movement to a design and works to draw attention to an object in the centre of a composition.

Emphasis:

In design, emphasis refers to the strategy of drawing the viewer's attention to a specific area or element within a composition. This is often achieved by making that element stand out through techniques like contrast, size, color, or position. Emphasis helps establish a focal point, which is the area that viewers are most likely to notice first.

You can create Emphasis by using:

Contrast: Creating a clear difference between the emphasized element and its surroundings, whether through size, color, shape, or texture, is a common way to make something stand out. 

Size and Scale: Making an element larger or smaller compared to others can draw attention to it. 

Color: Using a more vibrant or contrasting color can make an element pop. 

Position: Placing an element in a prominent location, like the center or near the edges, can highlight its importance. 

Shape: Using a unique or contrasting shape can also create emphasis. 

White Space: Strategic use of white space around an element can make it stand out.

Contrast:

Contrast in art and design occurs when two related elements are different - the greater the difference, the greater the contrast. Contrast adds variety to the total design and creates a visual distinction between objects within a composition. It is what draws the viewer's eye into the painting and helps to guide the viewer around the art piece. 

Contrast can be created through:

Color: Using different colors, shades, or tones. 

Size: Varying the size of elements to create a sense of hierarchy. 

Shape: Using different shapes to differentiate elements. 

Texture: Creating visual differences in texture. 

Value: Using different light and dark values in an image. 

Spacing: Using varying amounts of whitespace around elements. 

Movement:

In design, "movement" refers to guiding the viewer's eye through a composition, creating a sense of flow and visual interest. It can be achieved through various techniques like leading lines, repetition, contrast, and hierarchy, directing attention to focal points and creating a narrative or story. Movement is attention-grabbing, capturing the eye and guiding it with an even more dynamic design. Achieving a sense of movement requires varying elements and arranging them in a way that causes viewers to navigate around a composition. 

Guiding the Eye: Movement in design isn't about literal motion, but rather about how the viewer's gaze is led across a piece. 

Leading Lines: Lines, whether straight, curved, or diagonal, can be used to draw the viewer's eye towards specific areas, creating a sense of direction. 

Repetition and Rhythm: Repeating elements like shapes, colors, or patterns can create a visual rhythm, encouraging the viewer to move through the design. 

Contrast: Significant differences in color, size, or shape can create visual emphasis and draw attention, influencing the movement of the eye. 

Pattern or Repetition:

The design principle of repetition involves using the same or similar elements repeatedly in a design to create a sense of consistency, unity, and visual rhythm. This can be achieved through various means like repeating colors, shapes, textures, fonts, or even entire patterns. Repetition helps establish a visual language, making the design familiar and easier to understand.

Balance: While repetition is valuable, too much repetition can lead to a monotonous or boring design. It's important to balance repetition with other design elements to keep the design engaging. 

Variation: While repetition establishes consistency, it's also a good idea to introduce variations within the repeated elements to prevent monotony. 

Purpose: Repetition should always serve a purpose and enhance the overall design, rather than simply being a decorative element. 

Proportion:

Proportion in design refers to the relative sizes and spatial relationships between elements within a composition. It's about how elements compare to each other in terms of size, shape, and quantity, creating a sense of harmony and visual balance.

Size and Scale: Proportion considers the size of individual elements and how they relate to each other and the overall composition. 

Visual Hierarchy: Proportion can be used to emphasize certain elements by making them larger or more prominent, guiding the viewer's eye. 

Harmony and Balance: By establishing appropriate size relationships, proportion contributes to the overall aesthetic appeal and balance of a design. 

Proportional Relationships: Proportion involves comparing the sizes, shapes, and quantities of elements, either between different parts of a whole or within a single object. 

Creating Contrast: Proportion can also be used to create contrast by making elements of a composition significantly different in size, creating a more dynamic visual experience. 

Rhythm:

Rhythm in design is the recurrence of visual elements, such as lines, shapes, colors, or textures, to create a sense of movement and flow. 

How it's achieved:

Repetition: Repeating elements, like colors, shapes, or textures, creates a sense of pattern and rhythm. 

Variation: Introducing subtle changes in the repeated elements, such as variations in size, color, or spacing, prevents monotony and adds dynamism. 

Flow: Rhythm can be used to create a sense of flow and movement, guiding the viewer's eye from one part of the design to another. 

Types of Rhythm:

Regular Rhythm: Achieved by repeating elements at consistent intervals, creating a predictable and orderly pattern. 

Alternating Rhythm: Uses a pattern of two or more elements that alternate, creating a sense of movement and visual interest. 

Flowing Rhythm: Employs organic shapes and curves to create a sense of movement and fluidity. 

Progressive Rhythm: Involves a gradual change in the repeated elements, creating a sense of progression or movement. 

Random Rhythm: Features elements that are not repeated in any discernible pattern, creating a sense of chaos or unpredictability. 

Unity:

Unity is the amount of sameness between elements of a design. It is important to have some unity in a design, but too much can be boring or repetitive. Because design is intentional,too little unity can make a design seem poorly planned or hard to follow. Unity can be portrayed with similar sizes, colors, fonts or elements.

Some ways to create unity is by:

Color Palette: A well-chosen color palette that uses complementary colors can create a sense of harmony and unity. 

Shape and Texture: Using similar shapes, textures, or patterns throughout a design can create a sense of unity. 

Variety:

Much like unity, variety is important, but too much can be negative. Variety adds differences to a design and prevents it from looking too boring and bland. With variety, there must be similarity and unity to tie the differences together.

Can be Achieved Through:

Color: Using a wide range of colors, hues, and shades. 

Shapes: Employing different geometric and organic shapes. 

Size and Scale: Varying the size of elements to create a hierarchy and emphasis. 

Texture: Using a variety of textures to add visual interest.