Principles of Design

By: Imam McCoy
5th pd

Balance

• A large shape can be balanced by a small shape close to the edge
• Balance allows things to be stable
• It provides structure to a design
• Symmetrical balance refers to balance that is achieved by arranging

elements on either side of the center
• Asymmetrical designs are bolder
• asymmetrical design uses opposite weights

Balance

• In graphic design balance can be achieved by adjusting the visual
weight

• Balance by value when a small area with colors are combined with a
area with dark colors

• Balance by texture high contrast texture on a small shape will
balance a larger shape with a smooth, matte surface.

• Balance by shape- complex composition, flat area

Proximity

• Creates relationships between elements
• Provides focal point
• Elements should be visually connected
• To Dispel Connections
• Proximity can also be used to suggest no relationship between

elements
• moving visual elements closer together or further apart

Alignment

• Allows us to create order and organization.
• Aligning elements creates visual connections with each other
• Alignment creates a sharper, more ordered design.
• Also It tightens the design
• Alignment is one of the most basic and important principles of design.

Repetition

• strengthens a design by tying together individual elements.
• Creates association
• It can create a rhythm
• in a design it will bring a clear sense of unity, consistency, and

cohesiveness.
• Repetition works with pattern to make the artwork seem active.
• Patterns can be used in arts like in pictures, drawings and etc.

Contrast

• refers to the arrangement of opposite elements
• Ex: (light vs. dark colors, rough vs. smooth textures, large vs. small

shapes)
• Contrast creates a focus
• Contrast aids organization of information
• creates interesting relationships between the visual elements
• Contrast provokes our visual senses.
• Our eyes like contrast because it grabs our attention and makes it

easier to digest and make sense of what we are seeing

Contrast

Space

• establish contrast, emphasis and hierarchy
• generate drama and tension
• provide visual rest between groups of elements.
• space separates or unifies, highlights, and etc.
• Positive space is the filled space, the objects or elements in the

design.
• Negative space is the empty space,

or the open space between design elements or objects, such as a
background.

Space