The Principles of Design

Balance
Balance is the equal distribution of visual weight in a design around a vertical axis.

These squares show balance because visual weight is equal around the vertical axis

Proximity
Proximity in design means that objects near each other are seen as a unit.

These squares are in close proximity so they appear as a unity.

These squares do not appear as a unit because they arent in close proximity.

Alignment
Alignment is how elements on the page line up with each other and with margins

These squares are algined across the middle of the page along the x-axis.

Repetition
Use of the same colors, styles, shapes, or other elements and principles throughout a document.

These squares show repition because they are the same shape, color and size.

Contrast
Contrast is a difference between elements on the page.

These squares show contrasting size and color.

White Space
White space is the space on the page that contains no elements or clutter.

The space around the square and the text is white space because it isnt cluttered by other elements.

Bleed
When any image or element on a page touches the edge of the page, extending beyond the trim edge. This square shows bleed because it comes off the borders of the page.

Focal Point
The point of the page where the eye is drawn to. Because of the arrow, the eye is drawn to this text.

Symmetrical
Symmetry occurs when elements and visual weight are equally balanced across the page.

This shows symmetry because elements are equally balanced on either side of the y-axis

Aysmmetrical
Asymmetry occurs when elements or visual weight are not balanced across the page.

These rectangles show assymetry because their different sizes cause an inbalance of visual weight.

Proportion
Proportion refers to the relative size and scale of the various elements in a design.

These squares are proportional to one another.

Serif
This is a serif font

Sans Serif
This is a sans serif font.

Non Bleed
Non bleed is when all the elements of the page are within the boundaries.

This shows non bleed because all the elements of the page are within the boundaries.

Rule Of Thirds
The rule of thirds says that most designs can be made more interesting by visually dividing the page into thirds vertically and/or horizontally and placing our most important elements within those thirds.