Principles of Design

Question 1

Balance

Answer 1

A feeling of balance results when the elements of design are arranged to create the impression of equality in weight or importance.

As a design principle, balance places the parts of a visual into a pleasing arrangement. A design does not have to be symmetrical or linear to be considered balanced, the balance is global to all elements even the absence of content.

Question 2

Emphasis

Answer 2

Making a specific element stand out or draw attention to the eye.

Emphasis can be achieved in design by placing elements on the page in positions where the eye is naturally drawn, or by using other principles such as contrast, repetition, or movement. Bold and italic type provides emphasis for text. Parts of a design gain emphasis through size, visual weight, color, complexity, uniqueness, placement on the page, and other features.

Question 3

Proportion (Scale)

Answer 3

The relationship between objects with respect to size, number, and so on.

It indicates the relative visual size and weight of particular elements in a design. If you place a small man next to a large bear, you are showing proportion.

Question 4

Repetition (Rhythm/Pattern)

Answer 4

Repeating a sequence; having it occur more than a few times.

In design, repetition creates visual consistency, such as using the same style of headlines, the same style of initial capitals, or repeating the same basic layout from one page to another. Successful designs have an effective ebb and flow. .

Excessive repetition (monotony) may lead to boredom and uninteresting compositions. If one cannot avoid excessive repetitions for any reason, do not forget to add some visual breaks and white spaces where eyes can rest for a while.

Question 5

Unity

Answer 5

All parts of an image work together to be seen as a whole.

Unity creates a feeling of wholeness. It is usually achieved when the parts complement each other in a way where they have something in common. Unity can be achieved by use of the same color, or different tints of it, or using a similar graphic style for illustrations.

Question 6

Contrast

Answer 6

The comparison of different elements of design in order to highlight their differences and/or create visual interest.

Examples of contrast can be: rough and smooth textures, dark and light values, or any other variation of colors, sizes, shapes, locations, or relationships. For text, contrast is achieved by mixing serif and sans-serif on the page, by using very different type styles, or by using type in surprising or unusual ways. Another way to describe contrast, is to say “a small object next to a large object will look smaller”.

Question 7

Harmony

Answer 7

The arrangement of elements to give the viewer
the feeling that all the parts of the piece form a
coherent whole.

As with music, design elements can be said to be working in harmony - the individual parts come together as visually compelling and a meaningful whole.

Question 8

Proximity

Answer 8

Closeness or distance of individual design elements. Close proximity indicates a connection.

If two elements are related to each other, they should be placed in close proximity to one another. Doing so minimizes visual clutter, emphasizes organization, and increases viewer comprehension.

Question 9

Variety

Answer 9

Using different elements in an image to
create visual interest.

Variety is important so that there is some diversity in your design. If you use all of the same shapes, colours, and styles, the design will look quite boring.