The elements and principles of design

Principles of Design 

There are twelve principles of design. Used in conjunction with the above elements, they can enhance a viewer experience and influence how people engage with the design.

1: Balance and alignment

Ensuring your design is evenly weighted will create visual harmony. Elements and shapes within a piece each carry ‘weight’, which is determined by the size, colour and texture. Balance exists in three basic forms: symmetrical, asymmetrical and radial balance.

2: Emphasis

By using a range of elements you can draw attention to a specific part of a design to give it the spotlight. Colour, shape and size, for example, can be used to achieve this. Within website design you might consider text size and colour around the call to action, highlighting it clearly.

3: Movement

In design, movement refers to the journey a viewer’s eye takes when they engage with a piece of work, either online or in print. Using a selection of elements, designers can encourage a particular order of viewing, sometimes quite subtly, other times less so. Movement can bring life to shapes and overall composition and create a real shift in the mood of a design.

4: Pattern

Where repetition is the same elements being repeated within a design, patterns are made up of different components. Patterns are generally based on colours, textures and shapes and simplicity is key for it to be effective and work easily with other principles. 

5: Hierarchy

Arranging the value of design elements from most to least important within a piece is done to clarify the hierarchy. Doing so will improve viewer experience, clarifying how to engage with the design and which information commands our attention most. 

6: Repetition 

Using an element a number of times throughout a design can create a pattern, provide consistency and increase awareness. This is a particularly helpful principle when creating a visual brand identity.

7: Proportion

The relationship between elements within a design – namely their size, scale and weight – is the proportion. When elements are seemingly balanced, or somehow coordinated, it creates a sense of ease because things appear ‘as they should’.

To find out more, read our blog about the rule of thirds.  

8: Rhythm

Creating movement within a design can provide it with a sense of rhythm. This can be achieved by making patterns through repetition, or by using colour to devise a visual path, which can create a flow or  a gradually changing sequence of elements (such as a colour gradient). 

9: Variety

As with anything in life, variety keeps things interesting so viewers are engaged. Designs that incorporate a variation of elements avoid being uninspiring. Contrast is a key element in achieving this, as is juxtaposition. 

10: Unity

Order and cohesion is created with unity – which can be achieved when all of the design elements coexist as a single experience that is visually appealing. The concept and the visual elements work in harmony and do not overload the viewer mentally.

11: Contrast

Points of difference between two or more elements within a design can create contrast, which is helpful for achieving visual interest. Contrast can be used to emphasise sections of the design and keep viewers engaged.

12: White space

As with the element of space mentioned earlier, white space as a design principle works in the same way. The space itself can be any colour, with white simply implying the space around objects within a design.