PRINCIPLE OF

DESIGN
Nur Umairah Binti Mohamad Azam
D20202096124
Principle of Design: Definition
◦ The principles of design are a set of rules that designers can follow when creating a
composition to create visually pleasing work. The purpose of these rules is to deliver a
message in the most organized and functional way.
◦ Here's a list of the main design principles:
-Balance-Pattern
-Unity -Rythm
-Contrast -Movement
-Emphasis -Proportion
-Repetition -Variety
-Pattern -Harmony
Principle of Design: Balance
◦ Any element placed on a page carries a visual weight. It can range from form to size, color,
and texture. In order to make a design feel stable or have balance, the elements need to have a
certain scale.
◦ For instance, in a symmetrical design, the elements on the right side have the same visual
weight as the elements on the left side.
◦ Asymmetrical designs have different sides but equal visual weight.
◦ Lack of balance would make your design feel heavy on one side and empty on the opposite.
You’ll know your design lacks balance when it feels as if it’s falling off to one side.
Principle of Design: Unity
◦ Unity is the harmony produced by all the elements in a design piece. For instance, using
similar colors that match and integrate elements organically makes it appear as if they belong
together and are not just put on a page.
◦ You can find unity wherever you find clear organization and order, and the elements of the
page won’t be fighting for attention. Instead, they’ll work together to make the message
stronger.
◦ Lack of unity would make your design feel cluttered and confusing. Viewers will be attracted
to the wrong element of the design and won't get a clear message.
Principle of Design: Contrast
◦ Contrast refers to the level of difference between design elements in order to create visual
hierarchies. The variation makes certain elements stand out more than others. You can apply
contrast by using colors, textures, sizes, and shapes.
◦ Contrast can create a focal point to certain elements that can draw the viewer’s eyes.
◦ Contrast can also be used to create balance and harmony by making sure items are distributed
nicely on a page. Lack of contrast can make a design look dull, and viewers can overlook the
important message.
◦ Contrast is important especially when designing accessible documents. For instance, black
type on a white background will be easier to read than black on a brown background.
Principle of Design: Emphasis
◦ Emphasis is a strategy to get the viewer’s attention to a specific design element. This can be in
any form: a button, a website, or an image.
◦ The purpose is to create something that will stand out from the rest of the page. You can use
different elements to highlight a specific part of your design, like lines, color, positive/negative
relationships, and many more.
◦ As long as you can create contrast, either with elements or color, you’ll be creating emphasis. 
Principle of Design: Repetition
◦ Repetition is repeating a single element through the design. We can call a grid a repetition of
lines because it creates a certain consistency.
◦ Good design practice seeks to repeat some aspects of a design throughout a piece of simple or
complex work. We use repetition to create a sense of unity and consistency throughout a
design.
◦ Repetition creates a particular style, creates cohesiveness, creates emphasis, hierarchy
structure and strengthens a design.
Principle of Design: Pattern
◦ Pattern is the repetition of more than one design element.
◦ While repetition focuses on a single element being repeated, pattern refers to multiple
elements repeated throughout a design (e.g. wallpapers and backgrounds).
◦ A seamless pattern is a repeated set of elements that flows without a flaw to create a unit. You
can see seamless patterns predominantly in interior design when using tiles.
◦ The use of patterns can enhance the viewer's experience and the look of a final design.
Principle of Design: Rhythm
◦ Rhythm has more complexity than the previous principles of repetition and pattern.
◦ Repetition and pattern are applied to the same element throughout a design.
◦ Rhythm is the visual tempo of a combination of elements when used repeatedly, and with
variation, it gives the feeling of organized movement. 
◦ Rhythm is usually hidden in works of art and is not as obvious as the design principles of
repetition and pattern.
◦ In the example below, the diagonal lines aren't arranged in a specific pattern. Instead, there's a
repetition of the elements with variations. 
Principles of Design: Movement
◦ Movement refers to the path the viewer’s eye takes through a composition. Important
elements will lead to secondary elements and so on. Movement in a composition creates
interest and dynamism that keeps the viewer engaged.
◦ Movement can be created with rhythm when using a variation of an element repeatedly.
Using curved lines and diagonal lines creates more movement compared to straight lines.
Use lines to trace the path to the focal point.
◦ Some artists use illusions like optical art, in which the repetition and contrast make our
brains want to organize the information. 
◦ In the example below, movement is created by the slightly curved lines and the
overlapping colors. Both effects enhance the movement because the lines are unstable and
the gradient blurs the lines instead of being static.
Principle of Design: Proportion
◦ Proportion is the sense of unity created when all the elements in a composition relate well with
each other.
◦ Proportion is mostly about scale and size when two elements are compared. For instance, in
art and drawing, proportion is important for the elements to look realistic.
◦ Proportion doesn’t necessarily refer to the size of one element but to the relationship of two or
more elements. 
Principle of Design: Harmony
◦ Harmony is the sense of cohesiveness between the elements in a composition.
◦ The elements shouldn’t be exactly the same or completely different but related in some way.
Color palettes or similar textures can create a sense of unity between different components.
Using similarly shaped items will create harmony because they will seem related. 
◦ Not enough or too much harmony can make a design dull; there needs to be some kind of
variety for it to be visually interesting. 
Principle of Design: Variety
◦ Creating visual interest will keep viewers engaged with your design.
◦ Holding their attention and guiding them through the composition will create a powerful user
experience.
◦ Variety adds something interesting to the composition to create contrast and tension.
◦ For instance, mixing organic shapes with geometric shapes adds variety. This concept should
reinforce the message you are trying to communicate in your design—otherwise, it can look
pointless.