Art Principles of Design

Emphasis

Emphasis is the part of the design that catches the viewer’s attention.
Place the most essential information or aspect in the center or make it the biggest
element on the poster.
Use strong color combinations to make the element pop.
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.

Emphasis deals with the parts of a design that are meant to stand out and can also
be used to reduce the impact of certain information.
This is most apparent in instances where “fine print” is used for ancillary
information in a design.

Balance

Every element placed on a page has a visual weight which can come from colour,
size, or texture.
Some elements are heavy and draw the eye, while other elements are lighter.
The way these elements are laid out on a page should create a feeling of balance.
There are two basic types of balance: symmetrical and asymmetrical.
Symmetrical designs layout elements of equal weight on either side of an imaginary
center line and are always pleasing
Asymmetrical balance uses elements of differing weights,
often laid out in relation to a line that is not centered within the overall design
and are thus bolder

Contrast

Contrast refers to how different elements are in a design, particularly adjacent

elements and creates space and difference between elements in your design.
The most important element in a design should have the most contrast.
Your background needs to be significantly different from the color of your elements
so they work harmoniously together and are readable.
These differences make various elements stand out.

Repetition

Repetition is the recurrence of a design element, commonly utilized in patterns or

textures.
Repetition is a great way to reinforce an idea and unify a design that brings
together a lot of different elements.
Repetition can be done in a number of ways: via repeating the same colors,
typefaces, shapes, or other elements of a design.
Repetition works with pattern to make the work of art seem active.

Proportion

Proportion is the visual size and weight of elements in a composition and how they
relate to each other.
It often helps to approach your design in sections, instead of as a whole.
Proportion can be achieved only if all elements of your design are well-sized and
thoughtfully placed.
Proportion signals what’s important in a design and what isn’t - larger elements
are more important, smaller elements less.

Movement

Movement is controlling the elements in a composition so that the eye is led to

move from one to the next and the information is
properly communicated to your audience. Movement creates the story or the narrative
of your work.
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.

White Space/Negative Space

White space—also referred to as “negative space”— is the areas of a design that do

not include any design elements.
White space gives the elements of the design room to breathe.
Negative space can help highlight specific content or specific parts of a design.
It can also make elements of a design easier to discern.
Our brains naturally associate ample white space around an element with importance
and luxury.
It’s telling our eyes that objects in one region are grouped separately from
objects elsewhere.
It can communicate an entirely different image or idea from your main design