Principles of Design

Generally all of the principles of design apply to any piece you may create, How you apply those principles determines how effective your design is in conveying the desired message and how attractive it appears. There is seldom any one correct way to apply a principle.

Principles of Design is organisation of elements that work together to give unity. Making a design is like baking a cake; the elements are the ingredients & the directions for mixing them together are the principles. They are the guidelines that govern the way artists organise the elements of art. The principles are concepts used to organise or arrange the structural elements of design. The way in which these principles are applied affects the expressive content or the message of the work. 

Symmetrical Balance

Asymmetrical Balance

Radial Balance

• Balance - Balance is the concept of visual equilibrium and relates to our physical sense of balance. It is a reconciliation of opposing forces in a composition that results in visual stability. Balance is concerned with arranging art elements of an artwork so no one part overpowers, or seems heavier than, any other part. There are three types of balance - formal, informal and radial. Formal or symmetrical balance occurs when one part of the work mirrors or closely resembles the other part. Informal or asymmetrical balance involves a balance of unlike objects or elements. Radial balance occurs when elements are positioned around a central point. 

Unity

• Unity/ Harmony - in design, proximity or closeness creates a bond between people and between elements on a page. How close together or how far elements are placed on a page suggests relationship between otherwise separate parts. Unity is also achieved by a third element to connect the distant parts. Harmony brings together a composition with similar units. 

Rhythm

• Rhythm - is defined as continuous, recurrent, or organised movement. It allows for underlying unity and variety in a design. We can create rhythm in 5 different ways ... rhythm by repetition, rhythm by gradation, rhythm by transition, rhythm by opposition and rhythm by radiation. Like dance it will have a flow of objects that will resemble the beats of a music piece. 
• Movement - is the principle of design that creates the look and feel of action to guide the viewers eye through the work. It can be directed long lines, edges, shapes and colour. Movement is closely tied to rhythm. Movement can be actual movement or it can be implied - the arrangement of the parts of an image to create a sense of motion e.g. linear strokes make our eye to move back and forth.

Movement

• Contrast - refers to the arrangement of opposite elements in a piece so as to create visual interest, excitement and drama (e.g. light v/s dark colours, rough v/s smooth textures, large v/s small shapes etc). 



Contrast

• Proportion - is the relationship of one part to another or to the whole with respect to size, quantity or degree, ratio. Proportion refers to the relative size and scale of the various elements in a design. 

Proportion

• Repetition/ Pattern - A two-dimensional decorative effect achieved through the repetition of colours, lines, shapes or textures. Repeating visual elements tends to unify the total effect of the work of art as well as create rhythm. Repetition can take the form of an exact duplicate, a near duplicate or duplication with variety.

Repetition