Principles of Design

Contrast

Positioning of opposing components in a work of art. It occurs when two or more related elements are strikingly different

Emphasis

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.

Balance

distribution of the visual weight of objects, colors, texture, and space.

Symmetrical/Formal Balance

when elements are positioned in such a way that two halves of the design (whether vertical or horizontal) are mirrors of each other – both sides have the same weight.

Asymmetrical/Informal Balance

when elements are positioned so that there is an uneven distribution of weight

Radial Balance

when elements are positioned evenly around a central point.

Unity/Harmony

used by artists to tie a composition together and help the composition make sense as a whole piece of art.

Proximity

means how near things are to each other.

Simplicity

Limiting the range of colours, materials, textures, lines or other elements in a piece will make a composition look more unified. It will appear simpler and easier to read as one work.

Repetition

most clearly seen through the creation of patterns. In design, repetition is a key part of market branding

Continuation

can be achieved by using continuing lines, edges and shapes to link together different areas and elements in a composition.