Principles of Design

Unity (same)

• Repetition

• Alignment/Margins

• Balance:

  • Formal/Symmetrical

  • Informal/Asymmetrical

Variety (different)

• Contrast

• Rule of Thirds

• Emphasis

• Hierarchy/Movement

Alignment

(put in a line)

Arrange your design so all the different elements look united.

• Text alignment: left aligned, right aligned, center aligned, justified

• Object alignment: horizontal or vertical, left/center/right

Rule of Thirds

(3 columns / 3 rows)

• Invisible guides

• The lines meet at four “intersections” (top-left, top-right, bottom-left, bottom-right)

• The human eye naturally lands on these points more

Emphasis

• Create a focal point

• What do you see first?

• You will usually use contrast to create a focal point

Movement/ Hierarchy

(order, rank, sequence)

Where does your viewer look at next, then next, etc.?

Common ways to create emphasis and hierarchy: contrast in size/color

50% Guideline

Each step in the hierarchy should be about half as big as the step above it.

Divide by 2!

Balance

• An even distribution of visual weight to look and “feel” stable

• Elements can be balanced by size, complexity, color, and direction