13 Principles of Design: The

Complete Guide With Examples

3. Contrast

Contrast holds a special place among the principles of design. It refers to

the use of distinct elements to create visual interest and break up the
monotony. Contrast can be created through the use of color, shape, size,
and texture. For example, a room with walls painted in a light color will feel
brighter and more spacious than a room with dark-colored walls. Similarly,
a room with furniture in different shapes and sizes will feel more dynamic
than a room with matching furniture. By employing contrast in design, you
can add visual interest to any space.

4. Repetition

In design, repetition is used to create a sense of rhythm and flow. By

repeating certain elements,designers can add visual interest and create a
cohesive design. The human brain is hardwired to look at patterns, and
repetition done tactfully can leverage that instinct. In addition, repetition
can also be used to convey a sense of movement or energy. For example,
by repeating a flowing pattern throughout a design, designers can
suggest the motion of water or wind. In short, repetition is a versatile tool
that can be used to add rhythm, harmony, and visual interest to any
design.

4. Repetition

In design, repetition is used to create a sense of rhythm and flow...just

kidding. Moving on....

5. Proportion

Proportion refers to the relationships between various elements in a

composition. The most common way to think of proportion is in terms of
size, but it can also refer to other attributes such as color, shape, and
texture. When elements are in harmony with one another, they are said to
be in proportion. This can create a sense of balance and stability, making
a composition feel harmonious and unified. On the other hand, when
elements are out of proportion with one another, it can create a sense of
discord and disharmony. As a result, designers must carefully consider
proportion when creating any kind of composition.

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6. Movement

In the world of design, movement is all about creating a sense of flow and
visual interest. By leading the eye around an image or object, designers
can control how a viewer experiences a piece. In general, there are three
main ways to create movement: repetition, contrast, and hierarchy. By
repeating elements such as shapes, colors, or patterns, designers can
create a visual rhythm that encourages viewers to keep moving forward.
Contrast can also be used to create movement, for instance, by placing
light elements against dark backgrounds or vice versa. Finally, hierarchy
can be used to guide the eye from the most important elements to the
least important ones. By understanding these principles, designers lead
their viewers around a piece, allowing them a subtle authority over the
experience of viewers.

7. White Space

White space (also known as negative space) is the area around the
subject in a design and can be used to create balance, contrast, and
visual interest. Sometimes, designers try to cram too much into a design,
resulting in a cluttered and busy-looking mess. By making use of white
space, designers can create compositions that are clean and eye-
catching. White space can also highlight certain elements of a design or
create a sense of motion. When used well, white space can take a design
from good to great. Don't be afraid of some blank space–it could be the
key to making a design truly stand out. Here's an example from Superside
that's not afraid of a little negative space:
8. Rhythm

The principle of rhythm is all about creating a sense of movement. In

design, this can be accomplished by repeating elements, such as patterns
or shapes. When used effectively, rhythm can help to guide the eye
around a design and create a sense of flow, and define the pace at which
the design should be experienced. Also, rhythm can also be used to
convey a feeling or mood. For example, a design with a fast-paced rhythm
may feel energetic and exciting, while a slow and steady rhythm may
convey a feeling of calmness and relaxation.

9. Pattern

Patterns are a basic element of design and can be found in both natural
and artificial objects. In nature, patterns often occur as a result of the
repeating shape of leaves or petals, the stripes on a zebra, or the ripples
in sand dunes. Manufactured patterns are often more geometric in nature,
such as the checkerboard pattern of a chessboard or the stripes on a
candy cane. In design, patterns can be used to create visual interest, add
texture, or emphasize a certain area. They can also be used to convey
information, such as in a barcode or QR code. Patterns can be created
using a variety of media, including paint, fabric, paper, or even concrete.
When used effectively, patterns can add depth and dimension to any
design.

10. Hierarchy

There are different ways to organize information visually. One common

approach is called "hierarchy." Generally, the idea is to arrange things to
give prominence to the most important or noteworthy elements. This can
be done in a number of ways, such as using different fonts, sizes, or
colors. When done well, hierarchy can help to make information more
understandable and easier to process. However, it's important not to go
overboard, as too much emphasis on one element can create a cluttered
and confusing design. Instead, the goal is to strike a balance that allows
all the important elements to stand out in their own way.

11. Variety

Too much of anything (even if it’s good) makes for a negative experience,
as anyone who’s overeaten can relate to. That's especially true when it
comes to design. An effective design must strike a balance between
familiarity and novelty, giving viewers enough visual interest to keep them
engaged without overwhelming them with too much information. This is
where variety comes in. By incorporating a number of different elements
into a design, we can create a harmonious balance that is both visually
appealing and easy to understand. The principles of design are like the
ingredients in a recipe–each one plays an important role in creating a
finished product that is both visually appealing and functional.

12. Unity

The principle of unity in design means creating a sense of coherence or

overall harmony. In other words, all the elements in a design should work
together to create a cohesive whole. This can be achieved in a number of
ways, such as using similar colors, shapes, or textures; repeating
elements throughout the design; or using a unifying element, such as a
central motif. When unity is successful, the viewer should feel that the
design is balanced and organized, with no random or misplaced elements.
However, too much unity can result in a boring or “flat” design, so it’s
important to find the right balance. By understanding and applying the
principle of unity, you can create designs that are pleasing to the eye and
easy to understand.
13. Harmony

Harmony is the use of similar elements to create a cohesive and pleasing

whole. Harmony can be achieved through the use of repetition, rhythm,
and pattern. Repeating elements helps to create a sense of unity, while
rhythm and pattern can add visual interest and variety. When used
effectively, harmony can help to achieve a sense of balance and calm in a
design. However, too much harmony can result in a design that feels
monotonous or bland. As with all principles of design, the key is to find the
right balance for the specific project you are working on.

Principled Design Makes All the Difference

In design, elements and principles work together to create a cohesive
whole. Unity, variety, harmony, and hierarchy are some of the most
important principles to understand in order to create an effective design.
These principles can add visual interest, balance, and coherence to any
project when used correctly.

If you're in need of designers who live out these principles in their work
every single day, take a look at our broad range of graphic design services
on offer.