Design principles and elements

Design Principles

Balance: This implies an equilibrium that promotes visual stability. In design, it could be symmetrical (mirror image balance) or asymmetrical, which uses form, colour, and position to achieve a balanced design.
Contrast: Contrast focuses on making items strikingly different to draw visual attention. Colours, shapes, and sizes can be altered and contrasted to bring components in the design to the forefront.
Emphasis: This principle refers to the intentional highlighting of certain elements of a design. Emphasis helps lead the viewer’s eye to specific areas of work.
Movement: Movement guides the viewer through the work often to a focal area. Different elements like lines, shapes, colours, and even slight forms of animation can be used to guide this movement.
Pattern: Repeating an element creates pattern, they are visually attractive and help in structuring a design. They can be used for both aesthetics and reinforcing messages.
Rhythm: Often termed as ‘timing in design’, rhythm gives designs an underlying beat that viewers will follow. It can be just as impactful as a good melody to a song.
White Space: Space left unmarked in a design is termed as white space. It’s often used to give the eye a rest, define importance of elements and lead the eye around a design.

Design Elements

Line: In graphic design, a line is often defined by a moving point through space. Lines can vary in length, width, direction, and curvature. They often define boundaries, create pathways, or indicate motion.
Shape: Shapes are self-enclosed areas. They can be geometric (triangles, squares, circles) or organic (leaf-like or flowing shapes). Shapes are crucial assets in logo design, user interface components, and general layout foundations.
Colour: Colour can stimulate emotions, convey information, and evoke reactions. It’s important to understand colour theory and the psychological effects different colours can have on the viewer.
Texture: Texture refers to the surface quality of a design - smooth, rough, glossy, etc. It can bring depth and visual interest into otherwise flat images.
Value: Value pertains to the lightness or darkness of a colour. This element is crucial in creating perception of depth, lights, and shadows in a design.
Space: Space refers to the areas around, between, or within components of a design. It can be used to separate or group information. Use of negative space is a common technique in graphic design.
Form: Form describes the volume and shape of the three-dimensional space used in design. It can be real or illusional and can dramatically impact the feeling a design evokes.