Design Principles Overview

Basic Design Elements

• Lines, shapes, form, text, and color.

Key Design Principles

1. Emphasis

• Definition: Element that stands out; can be bigger, bolder, or brighter.
• Purpose: Highlights important parts of a design.
• Techniques for Emphasis:
  • Contrast
  • Movement
  • White Space

2. Contrast

• Definition: Difference between elements (e.g., colors, sizes).
• Purpose: Makes designs interesting and adds emphasis.
• Examples:
  • Bright text against a black background.
  • Contrasting colors or textures.

3. White Space

• Definition: Area not occupied by text, photos, or illustrations.
• Importance: Creates grouping, adds emphasis, improves legibility.
• Note: Can be any color, not just white.
• Benefits: Prevents overcrowding, enhances readability.

4. Movement

• Definition: The way eyes scan the page and follow elements.
• Techniques: Use of lines and colors to direct focus.
• Example: Movement created by contrasting elements directing eyes to different areas.

5. Repetition

• Definition: Using the same element multiple times to create consistency.
• Purpose: Creates patterns, emphasizes messages, and establishes rhythm.

6. Proportion

• Definition: Size and quantity of elements in relation to one another.
• Importance: Prevents designs from feeling heavy or lopsided.
• Example: Ensuring a cup is smaller than a book in a design about tea.

7. Balance

• Definition: Positioning of objects within a design.
• Types of Balance:
  • Symmetrical Balance: Equal weight distribution.
  • Asymmetrical Balance: Unequal but visually balanced elements.
• Effects: Symmetrical feels safe, asymmetrical can be dynamic.

8. Alignment

• Definition: How elements relate to each other in a structured way.
• Types of Alignment:
  • Edge alignment (left, right, top, bottom)
  • Center alignment (middle of the page)
  • Relative alignment (objects aligned to each other)
• Importance: Professional and polished look in designs.

Conclusion

• Reminder of Principles:

  • Emphasis: Standout elements.
  • Contrast: Differences between elements.
  • White Space: Breathing space in designs.
  • Movement: Eye direction across the design.
  • Repetition: Consistency and rhythm.
  • Proportion: Size relationships.
  • Balance: Positioning elements.
  • Alignment: Relationships and structure.

• Practical Tip: Test each principle in future designs, even simple ones.