12 Principles of Design

Presented by: John Delacruz, Associate Professor of Advertising Creative

Session Objectives

• Understand the 12 Principles of Design
• Definitions and examples of each principle

The 12 Principles of Design

1. Contrast

   • Definition: Difference between elements on a page.
   • Examples:
     • Different colors between text and background.
     • Using a big, bold, grungy font for headings with a sans-serif font for body text.
     • Difference between large and small graphics.
     • Rough texture combined with smooth texture.

2. Balance

   • Definition: Distribution of visual weight of objects, colors, texture, and space.
   • Importance: Elements should be balanced to make a design feel stable.

3. Emphasis

   • Definition: Making a specific element stand out or draw attention to the eye.
   • Technique: Placing elements where the eye is naturally drawn.

4. Proportion

   • Definition: Size of elements in relation to one another.
   • Importance: Larger elements are seen as more important than smaller ones.

5. Hierarchy

   • Definition: Importance of elements in a design.
   • Impact: Size impacts visibility; larger elements are given more importance.

6. Repetition

   • Definition: Reinforces an idea or perception.
   • Technique: Repeat design aspects like bold font, lines, bullets, colors, formats, or spaces.

7. Rhythm

   • Definition: Spacing between elements creates rhythm.
   • Emotions:
     • Calmness from regular spacing.
     • Excitement from irregular spacing.

8. Pattern

   • Definition: Repetition of design elements.
   • Examples: F-pattern and Z-pattern in scrolling and reading.

9. White Space

   • Definition: Similar to silence in music.
   • Importance: Prevents design from being cluttered and noisy, making communication more effective.

10. Movement

    • Definition: The way a person's eye travels over a design.
    • Techniques: Positioning, emphasis, and other design principles to guide the eye.

11. Variety

    • Definition: Creates visual interest in a design.
    • Techniques: Use of typography, color, images, textures, and other elements to prevent monotony.

12. Unity

    • Definition: Ensures elements in a composition appear to belong together.
    • Technique: Each element should have a clear visual relationship to others for a unified composition.

Conclusion

• These principles work together to create aesthetically pleasing designs and optimize the user experience.