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As already mentioned, there is no real consensus in the design community about what the main principles of design actually are. That said, the following twelve principles of visual design are those mentioned most often in articles and books on the subject. At first glance, there’s nothing much to see in this Is Survived By album cover by Touché Amoré, a post-hardcore band from California.
Quote: “All things are created twice,” says Stephen R. Covey
Size is the most obvious factor that contributes to visual weight. In the image below, the left square carries more visual weight than the right square. This image uses a lot of proportion and scale to emphasize the different sizes of elements. It gives a sense of clarity to the size of Big Ben in the distance to the market stalls that are closer.
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Other principles of design are also touched upon in various articles on the subject. These include typography, color, Gestalt Principles, grid and alignment, framing, and shape. Some definitely fit the definition of “principles” while others are more like elements of design. Without variety, a design can very quickly become monotonous, causing the user to lose interest. Variety can be created in a variety of ways, through color, typography, images, shapes, and virtually any other design element. In reality, there are roughly a dozen basic principles of design that beginning and expert designers alike should keep in mind when working on their projects.
Mosaic balance
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Manipulating scale can attract attention and indicate the hierarchy of information. Patterns also help establish your brand's presence without displaying your logo design or brand name everywhere. Use this powerful principle of design to bring consistency and a holistic feel to the content you create.
Monet and other Impressionist painters were influenced by Japanese woodcut prints, whose flat spatial areas and graphic color appealed to the artist’s sense of design. In the examples below you can see that where the white rectangle is placed makes a big difference in how the entire picture plane is activated. Considering their relative size, a basketball and a bowling ball appear to weigh the same. We know that the physical weight of a bowling ball is much heavier than a basketball.
Color
Asymmetrical balance offers more visual variety, although it can be more difficult to achieve because the relationships between elements are more complex. Visual weight is a measure of the visual interest of an element or area in a design. When a composition is visually balanced, every part of it holds some interest. The visual interest is balanced, which keeps viewers engaged with the design. A balanced composition is simply more pleasing to the eye, and depending on what type of balance you choose, can create a feeling of order. Paired with a clear visual hierarchy, balance makes a design digestible at a glance.
What Are the Principles of Design? A Complete Breakdown
The designer also uses repetition in the shapes and text treatments — paired with a little variety in the colors — to achieve this balance. A somewhat simple way to emphasize specific elements or to add depth to your design is to play with the size of different elements. This brings a visual depth to the overall image, making it have a better impact, while it also is a subtle way to balance the dimensions of various design elements. Another example of using perfect symmetry to create balance are "rose windows," which are typically found in cathedrals. In both mandalas and rose windows, there is a central point with a repeating pattern that radiates outwards, like spokes on a wheel. A final example would be the piece Premier Disque, painted by Robert Delaunay in 1913.
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Balance in principles of design refers to the act of distributing the visual elements in a way that makes the design or piece of art seem cohesive. As humans, our minds are better suited to follow order, both visually and otherwise. That is why we often find ourselves attracted to people with symmetrical facial features, or objects that are shaped symmetrically. This type of balance in design is achieved by playing with the visual direction in the design. Pointed shapes or shapes flowing to one point in the image can all be used to instantly shift the attention to an area of elements with less visual weight. This type of balance is used in a design or in photography with the intention of creating defined focal points, movement or tension.
What is an example of balance in the principles of design?
It can highlight differences through close association or make things stand out in juxtaposition. These are the principles of design to enhance your creative genius. This image is a great example of form because we can still see that it's made up of shapes; only some have shadows and texture, which gives them form. You'll learn each visual element from point to texture and how they contribute to creating a visual composition. As you read this infographic, your eyes naturally move from one element to the next in a Z pattern.
Balance in graphic design is the placement of the above elements, of which each has a visual weight. To illustrate what is meant by “visual weight,” imagine seeing a building leaning over to one side. You would most likely feel a little concerned, and probably wouldn’t go in it.
Everything works together and fits together in a seamless whole. The individual parts contribute to their sum but don’t try to become the sum. Mosaic balance (also called crystallographic balance) is when elements seem chaotic, but there’s an underlying organization to it all.
The principles include contrast, balance, pattern, variety, and unity. These guidelines use elements to tell a story or atmosphere and help blend the elements effectively. Learning the elements and principles of design is essential to becoming an exceptional artist or designer. In reality, there are more than seven principles of design. But seven of the most crucial ones are unity (harmony), hierarchy, repetition, emphasis, alignment, contrast and balance.
If you draw a line vertically or horizontally, you should see that the visual weight is balanced. Variety mixes various elements and principles to add complexity yet visually appealing designs. It creates interest and detail in images and artwork to engage the audience. In their natural forms, patterns express themselves everywhere we look.
Instead, it encourages the eye to keep moving over the entire field. The others are emphasis, repetition/ variety, movement/ rhythm, proportion, perspective, contrast, and harmony/ unity. However, balance is used to create equilibrium in a piece to make it easier to translate and more natural to look at.
Designers can create movement through lines, shapes, colors, and the arrangement of objects, leading the eye along a path from one focal point to another. This principle is particularly effective in storytelling within a design, as it can direct attention to areas of importance and maintain engagement. Utilizing movement effectively can also evoke emotions and reactions, enhancing the overall impact of the design. Ultimately, movement ensures that the design is lively and dynamic, keeping the viewer's interest and providing a coherent visual journey.
The direction in which the physical weight acts is replaced by visual direction. When a design is unbalanced, the individual elements dominate the whole and the composition becomes less than the sum of its parts. In some projects, unbalanced might be right for the message you’re trying to communicate, but generally you want balanced compositions. Now that you have a basic understanding of the topic, you can choose the right type of balance for your goals.
