Principles of Design

Balance

• Visual and Physical Balance
• The distribution of elements

Types of Balance

• Symmetrical (formal)
• Asymmetrical (informal)
• Radial

Emphasis

• Used to draw attention
• Focal point- attracts the eye

Emphasis Can Be Achieved By

• Size
• Placement
• Shape 
• Contrast
• Use of lines

Contrast

• Degree of relative difference 
• Used to emphasize an element

Types of Contrast

• Color (complementary)
• Value (lights and darks)
• Direction (horizontal and vertical)

Rythm

• Repeated use of principles
• A harmonious pattern or sequence

Types of Rythm

• Regular
• Random
• Gradated
• Graduated

Proportion

• Comparative relationship between elements
• Scale- proportion or size of an element

Unity

• The continuous use of elements

Types of Unity

• Unity of Ideas
• Visual Unity
• Harmony

Economy

• Use of bare minimum of elements
• Achieved by removing extraneous elements
• In simplicity there is beauty
• Less is more

Movement

• Path our eyes follow

Achieved By:

• Repetition
• Rythm
• Pattern
• Direction