THE PRINCIPLES OF DESIGN

The elements and principles of design are the building blocks used to create a work of art.

The Principles of design are what we do with the elements of design.  How we apply those principles determines how successful we are in creating the design.

1. Balance
   Balance in design creates a visually comfortable feeling.
   A large shape close to the centre can be balanced by a small shape close to the edge. A large light toned shape will be balanced by a small dark toned shape (the darker the shape the heavier it appears to be).

2. Repetition
   Repetition of objects, colours, and other elements can be regular or irregular.  Irregular repetition is more interesting, regular repetition can become monotonous.
    

3. Contrast
   Smooth vs rough textures, plain vs pattern, intense colour vs neutrals, warm vs cool colours--using opposing elements in a design adds interest.
    

4. Unity
   Unity holds the layout together in harmony. A design that effectively and efficiently communicates the message to the audience has good unity. To achieve unity, the relationship between the elements of design must be considered. Each element needs to be placed on the page to form a pleasing relationship with the others.