Lines, shapes, form, text, and
color are basic design elements, but how do we bring them together? In this lesson, we introduce key design
principles so you can create with confidence. What's the first thing you see in any design? We'll give you a hint. It's the element that's emphasized. Emphasis is when one element stands out. It may be bigger, bolder, or
brighter than anything around it. We add emphasis to the parts of our
design we'd like people to notice first. Contrast, movement and white space are
some techniques that create emphasis. Let's run through these one by one. At its most basic level, contrast is difference. It's the difference between red and
blue, patterned and plain, big and small. Contrasting elements are opposite elements. They make designs interesting
and is used to add emphasis. Color, texture, and lines are a few
elements that help us to build contrast. We contrast dark with light
colors or thick with thin lines. Here we can see many examples
of contrast in a single image. The text 'Mingbau Restaurant' is the
most important piece of information. That's why it pops with bold and bright type. This contrasts with the black
background to emphasize the text. Where else do you see contrast? How about the white ring
surrounding the black circle or the white lines framing the dark pictures? The photographs provide further
contrast through texture. The tactile 3D detail of seeds on a burger bun or steam rising from a hot dish
also contrasts with the plain, black circle. White space applies to any area of
design not taken up by other elements such as text, photos, or illustrations. Designers love it because it can help create
grouping, add emphasis, and improve legibility. Contrary to the name, white space
doesn't just apply to the color white. Even if our design is blue or yellow,
we can still have white space. It often refers to the background of the design. Even with a picture in the background, you
could still have the benefits of white space. What we're looking for is an empty patch
that gives our design breathing space. We use white space to prevent our page
becoming overcrowded with elements. It makes our design easier to look at. White space also helps with emphasis. In this picture, there's so much white space
we're instantly drawn towards the words. The information is delivered
quickly, thanks to white space. There's plenty of movement in a still image. Movement is the way our eyes scan the page. It's how we follow one element to the next. Line and color direct us towards certain
parts of the design in a certain order. In this book cover, simple shapes and
contrasting colors direct our eyes to the center. Then we notice a semi-circle in the
corner which represents the sun. Doesn't it look like the sun is poised to move
across the square or maybe out of it altogether? There are many ways to achieve movement. Through contrasting white on black, our eyes are
first drawn to the title of the classic book cover then we make our way down the page to spot
the shark lurking beneath. The empty space prompts our eyes
to move between these bold elements only later do we drift back up to take
a closer look at the little object. Will the swimmer make her escape
before the shark moves into her space? Repetition can bring artistry to our design. It can make our design look consistent,
build a pattern, or emphasize our message. Let's start with patterns. If we take a watermelon and repeat this object
until it covers the page, we've made a pattern. This pattern can add texture
or provide a background. Repeating text will keep our design minimal.
This means we can focus on the message using subtler elements such as color and
space to give the words their meaning. Repetition also gives our
design a sense of rhythm. In the same way music gives us a predictable
beat, repetition gives us a visual beat. Using elements in a repeated order gives
our design a clean and well-structured look. If something is out of
proportion, it might fall over. That's how we think about the
size and quantity of our elements and how they relate to each other. This stops our design feeling
heavy, lopsided, or generally off. When creating a design that features a cup of tea,
a spoon, and a book, we need to make sure the cup is bigger than the spoon and the book
should be the biggest object of all. No matter how many objects or elements we
use, they should always be proportionate. Once we have our objects
or elements in proportion, it's time to look at how they're balanced. Balance is how we position
objects inside our design. It can also include the amount of white
space compared to other design elements. One way to master balance is to think
of each element as having a weight. From text boxes to images to blocks of color,
consider each of their sizes, shapes, and what weight they have in relation
to other elements on the page. We can also balance our elements
symmetrically or asymmetrically. Symmetrical balance gives our
design a sense of security. Our viewer feels safe knowing our
design has been well-structured and everything looks like it's in the right place. It's safe, but can also be a bit boring. Asymmetrical balance is where elements
are not balanced in exactly the same way. For instance, one side of
the composition might have a large emphasized element that is balanced by
a couple of lesser elements on the other side. It's still balanced, but it's not
mirrored like in the symmetrical example. This makes it a little more
dynamic and interesting. Unbalanced design can be its
own design technique too. For example, when we want to make our viewer feel like something isn't quite right, we
make our design look unsteady on purpose. This is great for unnerving the
viewer like on a horror movie poster. Balance is one of the most important principles. The final principle to discuss is alignment. Some people suggest alignment pairs with balance. As by aligning elements, it can
help designs feel more balanced. Alignment focuses on the relationships between
elements, giving structure and order to designs. You can have edge or center alignment. Edge alignment can see objects relating to
the left, right, top, or bottom of the page. Center alignment sees objects sticking to
the middle either horizontally or vertically or both if you want it right in
the middle of both X and Y axes. Objects can also be aligned to each other
where they both sit on the same X or Y axis. This implies these objects have
a relationship to each other and therefore should be understood together. Alignment is incredibly important if you want your
design work to feel professional and finished. Having objects that are not aligned to each other
makes your design look random and unplanned. We've learned a number of design
principles in this lesson. Soon it will become second nature as
you work them into your own designs. But until then, we'll give you a reminder
of the theory you've learned today. Emphasis is the way one
element stands out on the page. Contrast is the difference
between two or more elements such as bright and dark colors
or big and small objects. White space prevents our page
becoming overcrowded with elements. It's the breathing space on the
page and it can be any color. Movement is the way our eyes are directed
to scan from one element to the next. Repetition can bring patterns
or rhythms into our designs. Proportion is the size or quantity of our
design elements in relation to each other. Balance is how we position those multiple objects and how we can make the overall
design symmetrical or asymmetrical. Alignment is building relationships
between objects and the X and Y axis. Test out each principle in your next design even
if you're only using one word on a background.