Principles of Design
- BALANCE – Balance in design is similar to balance in physics. A large shape close to the center can be balanced by a small shape close to the edge. Balance provides stability and structure to a design. It’s the weight distributed in the design by the placement of your elements.
- PROXIMITY – Proximity creates relationship between elements. It provides a focal point. Proximity doesn’t mean that elements have to be placed together, it means they should be visually connected in someway.
- ALIGNMENT – Allows us to create order and organisation. Aligning elements allows them to create a visual connection with each other.
- REPETITION – Repetition strengthens a design by tying together individual elements. It helps to create association and consistency. Repetition can create rhythm (a feeling of organized movement).
- CONTRAST – Contrast is the juxtaposition of opposing elements (opposite colours on the colour wheel, or value light / dark, or direction – horizontal / vertical). Contrast allows us to emphasize or highlight key elements in your design.
- SPACE – Space in art refers to the distance or area between, around, above, below, or within elements. Both positive and negative space are important factors to be considered in every design.