Principles of Design

The Principles are concepts used to organize or arrange the structural elements of design. Again, the way in which these principles are applied affects the expressive content, or the message of the work. The principles are:

Balance

Proportion

Rhythm

Emphasis

Unity

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. Most successful compositions achieve balance in one of two ways: symmetrically or asymmetrically. Balance in a three dimensional object is easy to understand; if balance isn't achieved, the object tips over. To understand balance in a two dimensional composition, we must use our imaginations to carry this three dimensional analogy forward to the flat surface.


Symmetrical balance can be described as having equal "weight" on equal sides of a centrally placed fulcrum. It may also be referred to as formal balance. When the elements are arranged equally on either side of a central axis, the result is Bilateral symmetry. This axis may be horizontal or vertical. It is also possible to build formal balance by arranging elements equally around a central point , resulting in radial symmetry.



There is a variant of symmetrical balance called approximate symmetry in which equivalent but not identical forms are arranged around the fulcrum line.



Asymmetrical balance, also called informal balance, is more complex and difficult to envisage. It involves placement of objects in a way that will allow objects of varying visual weight to balance one another around a fulcrum point. This can be best imagined by envisioning a literal balance scale that can represent the visual "weights" that can be imagined in a two dimensional composition. For example, it is possible to balance a heavy weight with a cluster of lighter weights on equal sides of a fulcrum; in a picture, this might be a cluster of small objects balanced by a large object. It is also possible to imagine objects of equal weight but different mass (such as a large mass of feathers versus a small mass of stones) on equal sides of a fulcrum. Unequal weights can even be balanced by shifting the fulcrum point on our imaginary scale.
Whether the solution is simple or complex, some form of balance can be identified in most successful compositions. 

Proportion

Proportion refers to the relative size and scale of the various elements in a design. The issue is the relationship between objects, or parts, of a whole. This means that it is necessary to discuss proportion in terms of the context or standard used to determine proportions.

Emphasis, Dominance and Focal Point.

Emphasis is created by visually reinforcing something we want the viewer to pay attention to. Focal points are areas of interest the viewer's eyes skip to. The strongest focal point with the greatest visual weight is the dominant element of the work. Elements of secondary importance could be termed sub-dominant, and elements with the least visual weight subordinate. Isolation, leading lines and convergence, contrast, anomaly, size, placement, framing, focus and depth of field, and absence of focal points are some of the strategies used to help create these degrees of importance.

Repetition, Rhythm and Pattern.

Repeating art elements in regular or cyclical fashion to create interest, movement, and/or harmony and unity. Rhythms can be random, regular, alternating, flowing, and progressive. Classes of pattern include mosaics, lattices, spirals, meanders, waves, symmetry and fractals, among others.

Unity/Harmony

According to Alex White, author of The Elements of Graphic Design, to achieve visual unity is a main goal of graphic design. When all elements are in agreement, a design is considered unified. No individual part is viewed as more important than the whole design. A good balance between unity and variety must be established to avoid a chaotic or a lifeless design