1.

Balance
2. Emphasis
3. Movement
4. Pattern
Principle of 5. Repetition
6. Proportion
Design 7. Rhythm
8. Variety
9. Harmony
10. Unity
BALANCE
 Balance
Balance is the distribution of the visual weight of objects, colors, texture,
and space.
Kind of Balance
1. Symmetrical
2. Asymmetry
3. Radial balance
4. Crystallographic or Mosaic
Balance
Symmetrical
The attention is automatically
focused on whatever is placed at
the center of the frame.

Approximate symmetry
Asymmetrical
Asymmetrical balance is more common,
more interesting, and more difficult to
achieve. Balance is achieved by using
dissimilar elements with different visual
interests
Balance by Value
The eye is attracted to contrast so a small
area of high contrast will balance a larger
area of low contrast.

Balance by Color
The eye is more attracted to color than to a
neutral image, so a small region of color,
especially a bright color, can balance a
larger neutral or dully colored region.
Balance by Shape
A small complicated shape can balance a
large simple shape We can minimize busy
areas by placing them in shadow or
enhance them by lighting them well. .

Balance by Texture
High contrast texture on a small shape will
balance a larger shape with a smooth,
matte surface. The attraction of the texture
can be enhanced or minimized by
appropriate lighting
Balance by Position
A smaller object farther away from the
center will balance a larger object that is
closer to the center. Even if we cannot
move an object in a scene, its visual
weight can be affected by the lighting.

Balance by eye direction

Edges, shapes, and/or groups all imply a
visual direction. This can be used to
balance a heavier side by having the eye
direction point to the lighter side, thus
transferring visual importance
One way to master
balance is to think of each
of your elements as
having a ‘weight’ behind
it.
Radial Balance
Radial balance occurs when elements radiate from a common center.
Crystallographic or Mosaic Balance
At first glance, images employing crystallographic balance can seem random and
chaotic; it might look like visual noise since you can’t identify a distinct focal point
or visual hierarchy right away.
EMPHASIS
EMPHASIS
Emphasis is the part of the design that catches
the viewer’s attention. Usually the artist will
make one area stand out by contrasting it with
other areas. The area could be different in
size, color, texture, shape, etc.

The goal is to grab the attention of the

audience in one go.
"It creates a focal
point in a design; it is
how we bring
attention to what is
most important."
MOVEMENT
MOVE IT!
Movement is the path the viewer’s eye
takes through the work of art, often to
focal areas. Such movement can be
directed along lines, edges, shape, and
color within the work of art.
Use it wisely. “visual noise”
The point is, movement is attention-grabbing, even in the most subtle ways.

In digital design, the process is even easier, as technology enables you to

incorporate animated effects, straight into your pages.

“Parallax effect”

How to use it:

tilting text diagonally or scattering your images can evoke rhythm and a dynamic
feel to your page.
MOVEMENT & EMPHASIS
How to Create Emphasis EMPHASIS
Make it bolder

Make it brighter

Change Style

Add special visual effects.

Add a border or frame

Add more negative of positive space

Add shadow or lights

Change the color

Change the position

Create Focal Points

 The point of emphasis should command
attention, but not dominate the overall design.

Other features within the composition should not

compete for the emphasis or contrast.
REPETITION
 Repetition is simply the process of repeating elements
throughout a design, or several pieces of design collateral
to give a unified look. You can think of it as adding
consistency to a design.
How to apply
Repetition
Typefaces and fonts.

Patterns, lines and colours.

Images and Graphics

Grid system.

Mixed collateral
Typefaces and fonts
Don’t go using many different fonts throughout a layout—use a maximum of three.
A good habit to get into is to use typeface with a large family, or other words, ones
that give you lot of different typestyles such as light, medium, bold, heavy etc.
Patterns, lines and colours
Limit the different number of patterns, line weights/styles and colours used within a
design and repeat throughout. For example, if you use several lines in a layout,
keep the weight and style consistent.
Images and Graphics
Try and keep the style of images and
graphics the same. For example, use
photos shot by the one photographer to
help with consistency. Or, if you have
applied a certain filter to an image, apply
it to all of them.
Grid system
A grid system can help develop consistency across a design with
several pages, such as a book or magazine.
Mixed collateral
If designing a number of items for
the one event or business, they
should all share a common look.
For example, if designing a
business card, letterhead and
brochure for the one company, you
should share design elements
between each.
 USE OF REPETITION
● If used in the background, it ● May actually distract from the
ties the foreground together. main idea when used
● Leads the eye to an important excessively
message, logo, image of idea ● Excessive use may lead to
● May make things look more the design being a bit boring
professional and organized or seemingly unoriginal
● Brings unity to the image
REFERENCE
https://www.smashingmagazine.com/2015/06/design-principles-compositional-balance-symmetry-asymmetry/

https://www.getty.edu/education/teachers/building_lessons/principles_design.pdf

http://char.txa.cornell.edu/language/principl/principl.htm

https://www.wix.com/blog/2018/07/7-principles-of-design-websites/

https://www.designcontest.com/blog/back-to-the-basics-the-elements-principles-of-design/

https://www.thoughtco.com/principles-of-art-and-design-2578740

http://lthscomputerart2.weebly.com/the-elements--principles-of-graphic-design.html

https://visme.co/blog/elements-principles-good-design/

https://www.designorate.com/design-principles-repetition-pattern-and-rhythm/