Design principles

1. Design Principles
Graphic design principles are ways in
which elements are used together.
There are six principles that include an
interesting design.
• Balance
•Movement
• Rhythm
• Emphasis
• Proportion and Scale
• Unity

2. Balance
Parts of the design are equally distributed to create a
sense of stability.
There can be physical as well as visual balance.
Types
•Symmetrical or Formal Balance
•Asymmetrical or Informal Balance
•Radial Balance
•Vertical Balance
•Horizontal Balance

3. Balance
Symmetrical or Formal Balance
The elements within the design are identical
in relation to a centerline or axis.

4. 4
Symmetrical balance

5. 5
Examples of symmetrical
balance

6. Balance
Asymmetrical or Informal Balance
Parts of the design are not identical but are
equal in visual weight.

7. 7
Examples of asymmetrical
balance

8. Balance
Radial Balance
Design Elements radiate
outward from the center.

9. 9
Examples of radial balance

10. Balance
Vertical Balance
The top and bottom parts are equal.

11. Balance
Horizontal Balance
The left and right
parts are equal.

12. 12
Movement
•Movement is the use of lines, colour, and
repetition to create the illusion of motion.
–Curved forms or lines
–Repetition of geometric forms
–Fuzzy lines or outlines

13. Rhythm
Repeated use of line, shape, color, texture or pattern.
Types
•Regular rhythm
•Graduated rhythm
•Random rhythm
•Gradated rhythm

14. Rhythm
Regular Rhythm
A element is repeated at
the same repetition each time.

15. Rhythm
Graduated Rhythm
The beats of the element become closer or
further apart as they move.

16. Rhythm
Random Rhythm
The beats of the element are random
or are at irregular intervals.

17. Rhythm
Gradated Rhythm
The repeated element is
identical with the
exception of one detail
increasing or decreasing
gradually with each
repetition.

18. Emphasis
•Points of attention in a
design.
•The feature in a design
that attracts one’s eye.
•The focal point.
•Emphasis can be
achieved through size,
placement, color and use
of lines.
•The most personal
aspect of a design.

19. Emphasis by placement
Emphasis by isolation

20. Proportion and Scale
•Comparative
relationships between
elements in a design with
respect to size.
•3:5 ratio is known as the
Golden Mean.
•Scale
•The proportions or size
of one part of the image
in relationship to the
other.

22. Unity
•Unity is applying consistent use of lines, color and
texture within a design.
•To be harmonious.

23. Unity can be achieved through the use of similar shapes.
Unity can be achieved through the use of a common pattern.

24. Unity