Design Principles

Music Building, SFCC, Spokane, WA

In the visual language, design principles are not just rules but the keys to unlocking our creative potential. They guide us beyond the basic building blocks of design elements, allowing us to construct more intricate concepts or designs. Design principles offer us the freedom to unite multiple elements and infuse them with a vitality that the elements alone could not achieve. Like any form of communication, a structured understanding of the visual language is essential for grasping the message being conveyed.

Here is an essential list of design principles:

1. Balance:

Balance can be symmetrical (with items of equal weight on either side of a center line) or asymmetrical (with items of different weights laid out about a line that may or may not be centered).

2. Rhythm:

The spacing between elements can create a sense of rhythm, either regular or irregular. Rhythms can be used to create a variety of emotions, including calmness (with regular rhythms) and excitement (with irregular rhythms).

3. Contrast:

Contrast is the difference between various design elements that make them stand out.

4. Pattern:

Patterns can refer to the repetition of design elements, like a checkerboard pattern, or standards for how certain elements are designed, like a specific font or color scheme used consistently throughout a design.

5. Repetition:

Repetition reinforces an idea or perception. It can be done by using the same subject, reusing the same colors, images, or similar choices.

6. Unity:

Unity is how well the elements of a design work together. Each component should have a visual relationship with the others to help communicate a clear, concise message.

7. Variety:

Variety creates visual interest in a design. It can be achieved through color, textures, and virtually any other design element. Variety allows designs to become more varied and exciting.

8. Negative Space:

Negative space refers to design areas without design elements. It is essential for making a design uncluttered and for making various aspects stand out.

9. Emphasis:

Emphasis causes certain design parts to stand out compared to other elements. Conversely, it can minimize how much an element stands out (such as fine print).

10. Movement:

Movement is how a person’s eye travels over a design. The most important element should lead to the next most important. Positioning, emphasis, and other design elements can accomplish this.

11. Hierarchy:

Hierarchy refers to the importance of elements within a design. The most important aspects are the most important, and vice versa.

12. Proportion:

Proportion is the size of elements relative to one another. More prominent elements tend to be seen as more critical, while smaller ones are less so.