PRINCIPLES OF DESIGN

01 Unity
Unity helps give the feeling of "oneness".
Visual unity helps reach the image the brand
wants to display with the design.

02 Balance
Design needs to balance the visual weight through
size, shape, contrast, symmetry or asymmetry.

03 Hierarchy
The order of importance in the design. The
most important part will be the most notable.
Hierarchy leads the viewer to see the design
in order of what is most important.

04 Contrast
Differences between two or more objects . A
design can show contrast on the shape,
color,scale and layout. Contrast helps with
accessibility.

05 Emphasis
The impact of an object. It can be achieved
through size, weight, position, color, shape,
and style.

06 Scale
Scale is the sizing of the elements. You can
modify the scale by using size, ratio, and
divisions. Scaling can lead viewers to the
focus of attention.

07 Repetition
Repetition of a design element such as patterns
or textures. The use of repetition along with the
other principals guides the viewer to the focus
point of the design.

Principles of design: Invision. invisionapp, inc. (n.d.). Retrieved

February 8, 2023, from
https://www.invisionapp.com/defined/principles-of-design