DESIGN

PRINCIPLES
BALANCE
Depicts equilibrium having a
formal and informal balance
in any of the types such as
horizontal, vertical, or radial
balance.
PROPORTION
The size and scale of a
design that will determine
the relationship of objects,
parts, and the whole.
PERSPECTIVE
Can be done through the
object’s organization in a two-
dimensional space. It can be
highlight realism in visual
images through sizes of
objects, intersect images, and
emphasize or blur pictures.
EMPHASIS
Willhighlight focus and
dominance in an artwork
through the use of colors,
shapes, values, and other
techniques.
MOVEMENT
Invisual arts takes place
when the objects are
artistically moving in a
direction using shapes,
forms, lines and curves.
PATTERN
Isa repetitive motif in an
artwork.
REPETITION
Providesan active
movement and unity in
the image.
RHYTHM

Takes place when colors,

shapes, forms, spaces, lines,
and textures are rendered
repeatedly, thus creating a
visual movement in the
artwork.
VARIETY
Can be achieved by using
strong contrasts or
presenting opposites making
the artwork more interesting.
HARMONY
Is how the objects in the
artwork complement each
other and can be
accomplished using rhythm
and repetition.
UNITY
Isthe coherence of the
artwork and the
relationship between the
elements from within.
VISUAL DESIGN
PRINCIPLES
Consistency of margins,
typeface, typestyle, and
colors is necessary, especially
in slide presentations or
documents that are more
than one page.
CENTER OF INTEREST
An area that first attracts
attention in a composition. This
area is more important when
compared to the other objects or
elements in a composition. This
can be by contrast of values,
more colors, and placement in
the format.
BALANCE
Afeeling of visual equality in shape,
form, value, color, etc. Balance can
be symmetrical and evenly balanced,
or asymmetrical and unevenly
balanced. Objects, values, colors,
textures, shapes, forms, etc. can be
used in creating balance in a
composition.
HARMONY
 Brings together a composition with
similar units. If for example your
composition was using wavy lines
and organic shapes, you would stay
with those types of lines and not put
in just one geometric shape. (notice
how similar Harmony is to Unity -
some sources list both terms).
CONTRAST
 Offer some change in value creating
a visual discord in a composition.
 It shows the difference between
shapes and can be used as a
background to bring objects out and
forward in a design.
 It can also be used to create an area
of emphasis.
DIRECTIONAL MOVEMENT
A visual flow through the composition.
 It can be the suggestion of motion in a
design as you move from object to
object by way of placement and
position.
 Can be created with a value pattern.

 It is with the placement of dark and

light areas that you can move your
attention through the format.
RHYTHM
Movement in which some
elements recur regularly.
Like a dance, it will have a
flow of objects that will seem
to be like the beat of music.
PERSPECTIVE
 Created through the arrangement of objects in
two-dimensional space to look like they appear in
real life.
 It is a learned meaning of the relationship
between different objects seen in space.