Principles of Design

Course: Fundamentals of Design

Instructor: Zeib Jahangir
 Principles of Design
• Design principles are ways of arranging or organizing design elements.
• Guidelines for working with the Elements of Design
• Rules, instructions, or guidelines for using the Elements of Design that will
lead to a more successful overall design
 Principles of Design
• Balance
• Rhythm and Movement
• Emphasis
• Contrast
• Harmony and Unity
• Proportion and Scale
 Balance
• Includes all elements including white space.
• Balance is achieved when things are in equilibrium. This is commonly achieved through an
equal weighting or distribution of elements within a whole.
• Balance is important because it can create a feeling of stability. Balance is achieved by
selecting and arranging text and images to control the distribution of ‘weight’.
• It can be
• Formal (symmetrical)
• Informal (asymmetrical).
• Radial
 Formal (symmetrical) balance
• In symmetrical balance, the elements used on one side of the design are
similar to those on the other side
Symmetrical logo
examples
 Informal (asymmetrical) balance
• In asymmetrical balance, the sides are different but still look balanced
• Arranging elements that vary in size and/or shape on both sides of an axis
while maintaining equal visual weight
Asymmetrical logo examples
 Radial balance
• In radial balance, the elements are arranged around a central point and may
be similar.
Radial logo examples
 Rhythm and Movement

• Rhythm is created when one or more elements (such as shapes and colors)
of design are used repeatedly to create a feeling of organized movement
(pattern). Rhythm creates a mood like music or dancing. To keep rhythm
exciting and active, variety is essential.
• Alternating lights and darks also give a sense of rhythm.
• Variety is the use of several elements of design to hold the viewer’s attention
and to guide the viewer’s eye through and around the work of art.
• Movement: adds excitement to your work by showing action and directing
the viewers eye throughout the picture plane.
 Rhythm and Movement
• Flowing: A flowing rhythm gives a sense of movement, and is often more
organic in nature.
 Rhythm and Movement
• Progressive: A progressive rhythm shows a sequence of forms through a
progression of steps.
Rhythm and movement examples
 Emphasis
• Emphasis is the part of the design that catches the viewer’s attention.
Usually the artist will make one area stand out by contrasting it with other
areas. The area could be different in size, color, texture, shape, etc.
 Contrast
• Contrast refers to the arrangement of opposite elements (light vs. dark
colors, rough vs. smooth textures, large vs. small shapes, etc.) in a piece so as
to create visual interest, excitement and drama.
Contrast
 Unity and Harmony
• Unity in design occurs when the elements in a space work together in such a
way that the resulting look is balanced and harmonious. It is difficult to
achieve unity without harmony. Harmony is accomplished by the
repetition of a particular design element, such as color, shape, texture, etc…
that harmony is what creates the sense of unity.
• Unity is the feeling of harmony between all parts of the work of art, which
creates a sense of completeness.
 Proportion and Scale
• Scale and proportion are both design elements that have to do with size.
• Scale is the size of one object in relation to the other objects in a design or
artwork.
• Proportion refers to the size of the parts of an object in relationship to
other parts of the same object.
Scale and Proportion
Scale and Proportion
Example of a good logo design using elements
and principles of design