Kakashi H NOTES

Principles of Design (like Recipe)

The principles of design are the rules a designer must follow to
create an effective and attractive composition

The Basic Principles of design are :

Balance
Balance is the distribution of the visual weight of objects, colors, texture, and
space. If the design was a scale, these elements should be balanced to make a
design feel stable.
Visual weight is a measure of the force that an element exerts to attract the
eye. Two-dimensional objects can attract attention. The more an element
attracts the eye, the greater its visual weight.
There are four main types of balance that can be applied in art, design, and
photography, of which symmetry is one. The four types are:

Symmetrical balance :

Exapmles of symmetrical Balance

Symmetrical balance is achieved by giving equal weight to elements across the

center-point of a composition. The center-point can be horizontal, vertical, or
diagonal. The result is a repetitive or mirrored (referred to as perfectly
symmetrical) image that appears to be completely equally balanced.

Asymmetrical balance :

A larger element juxtaposed to a smaller element can create a sense of

playfulness.

Asymmetrical balance occurs when the elements on a layout are different, but
by being equally weighted still feel balanced. There might be two elements with
a similar weight but different shapes, or one larger, heavier element balanced
by a couple of lesser focal points. Compared to symmetry, asymmetrical
balance can produce images with varying levels of attractiveness, but generally
they make for more interesting, dynamic images.

Radial balance :
Example of Radial Balance

Water ripples, the inside of shells, and rays of sunlight all have a hypnotic,
calming quality. These types of images use radial balance to draw the eye
towards a central focal point. Elements radiate from the center equally,
creating a balanced, soothing layout.

Crystallographic (or Mosaic) balance :

Exapmles of Crystallographic Balance

Crystallographic (or mosaic) balance is achieved by giving equal weight to a

large number of elements. The result isn’t a perfectly symmetrical pattern, but
a type of balanced chaos in which several different elements combine into a
unified whole. Because the eye cannot locate a single focal point on a
crystallographic image, the viewer is tricked into accepting the image as a
balanced whole, even though there might be a multitude of differing and
random elements.

Proximity
In graphic design, proximity is a principle of design that refers to the spatial
relationship between the elements of the design. The rules of proximity are
pretty simple: things that are related should be nearer to each other, and things
that are unrelated should be placed further from each other.
Example of proximity

Alignment
In literal terms, alignment means the arrangement of various items in relation
to the various borders or edges of the allowable area. Alignment in graphics
design definition isn't much different from this. It literally means the lining of
graphics and text in relation to the various edges of the design canvas.

The two basic alignment principles are edge alignment and center alignment
Edge alignment naturally positions elements against a margin that matches up
with their outer edges.

Center alignment places design elements so that they line up with one another
on their center axes

Common Types of Horizontal Alignment for Text

Uses of alignment :
Correctly applying the principles of alignment in graphic design can improve
one's work tenfold by yielding a clearer, much easier-to-understand work. On
the other hand, incorrect use of alignment makes a design appear cluttered and
unfinished and can be very hard to understand.

Repetition
In graphic design, repetition means simply using the same element over and
over again. Often, repetition is a great way to add texture to the piece. Not only
does it create an element of unity within a specific piece of artwork, but
repetition can also help create texture and bring the project to life.
Uses :
Repetition helps readers to navigate.
Repetition helps to create consistency and association.
It is Important in both single page document, multiple page document.
Repetition helps to Fill the canvas if done intelligently.
Repetition can Create Balance.

Example Of Repetition

Contrast
Arranging opposite elements together is contrast.
Contrast in the context of visual design can be defined as a difference between
two or more elements in a composition. The more the difference between the
elements, the greater they are easy to compare and comprehend and that's
when they are said to have contrasted with each other.
Uses :
Creates interesting relationship between visual elements.
Can pull together or push away the elements of design.
Helps human eye to differentiate among different elements.
We can create contrast by :
Vary the size.
Arranging different shapes.
Changing the value ( by arranging tints and shades together ).
Arranging different color from color wheel like light and dark colors.
Placing objects in different directions

Emphasis
The definition of emphasis in graphic design is straightforward. It means having
a focal point for your graphic artwork. In the image, it can be any shape, object,
or text area that you deem to be the most important part of the message.
Focal Area :
Focal points are areas of interest, emphasis, or difference within a composition
that capture and hold the viewer's attention. “Focal points are a place for the
eye to rest in your visual design.
It is where primary concept/theme/story of the design is placed.

Not more than one focal point in design as it will confuse the viewers eye.

Emphasis in Design is created tgrough Contrast

Example of emphasis in Design

Unity
In graphic design, unity is the principle that pulls together all the other
elements of the design. Your design should be focused. Each element of the
piece should feel like it belongs there, rather than standing out in isolation or
failing to fit with the rest of the elements of the design
Uses :
Unity Creates order and organization in graphic design
Unity is commonly created through repetition but the repetition should be in a
way that the design should look whole
Unity reduces clutter or mess in graphic design

Movement
In graphic design, movement doesn't refer to the movement of the images on
the screen. Instead, it refers to movement on the part of the viewer: the
movement of the viewer's eyes as they move across the Design.

Exapmles of Movement principle in Graphic Design

Rhythm
Repetition of design elements in a specific pattern /with certain gaps or
intervals is called rhythm

We can use four types of rhythm:

Random Rhythm.
Repeating elements with no specific regular interval creates random rhythms.
The spacing could be a millimeter here, a centimeter there, while the elements
could be all over the place. Think of falling snow, pebbles on a beach, traffic
movements: they are all examples of random rhythms in action
Regular Rhythm.
Regular rhythm is repetition of elements with regular/similar intervals/gaps
Flowing Rhythm.
Flowing rhythm is repetition of elements following bends and curves. Like river
waves, cloud waves, sand dunes.
Progressive Rhythm.
Progressing rhythm is repetition of elements with certain change and progress
every time.

Pattern
Pattern as a principle of design may be defined as regular arrangement of
repeated same elements i.e. line, shape, colors over and over again. In order to
have a pattern, you must have at least two elements working in concert with
one another.

Example of patterns in graphic design

Use :
Pattern usually increases the visual excitement by supplementing surface
interest
With effective use of patterns, you can help draw the eye, emphasize specific
elements of your design, or make it easier for viewers to see exactly what
you're focusing on as you create and share your designs.

Rule of Thirds
The Rule of Thirds is another way to look at the layout of a design (be it a web
page, a painting or a photograph). The idea is straightforward; you place a
simple grid overlay (divided equally into thirds, both horizontally and vertically)
on the space to be used for the design.
Examples of Rule of Thirds

Use :
In graphic design, the rule of thirds helps designers arrange more complex
compositions with multiple elements. Using the boxes and grid lines, you can
place objects and text according to their importance. This helps to create space
and avoid a cluttered design or visually overwhelming your audience.