#priciples

Balance

Balance in design is similar to what balance is in physics. Balance can provide stability and structure to a design. Balance is all about symmetry and asymmetry, this is an equal or intentional unequal distribution of elements on the page or within your design. When designing you want to make sure you distribute the visual weight on either side of the vertical or horizontal axes. Visual balance will ensure the viewers’ eyes keep moving and do not get distracted.

Proximity

Proximity can create a relationship between elements. This means it provides a focal point. This then doesn’t mean that the elements should be placed together, it simply means they should be visually connected in some way. This principle calls for relating items to be grouped visually creating less clutter and making a more organised layout.

Alignment

With alignment it allows us to create order and organisation within our design. Aligning elements allow them to create a visual connection with each other. With edge alignment any object with a flat edge can be used for this alinement. Rectangles are especially well suited for this since they have four flat edges to align. Their right angels also give a sense of order to a composition. With centre alignment any shaped items can be organised using centre alignment. Simple shapes are the easiest to do this with because its easier to find the centre, this means the alignment is easier to notice.

Repetition

Repetition strengthens a design by tying together individual elements. It helps to create association and consistency within the design. Repetition can then also create rhythm, this is a feeling of organised movement. It simply means the reusing of the same or similar elements throughout the design.

Contrast

Contrast is the juxtaposition of opposing elements, for example the opposite colours on the colour wheel, or light / dark, or direction such as horizontal and vertical. Contrast allows us to highlight key elements within our design.

Space

Space can be used to both separate and connect elements within a design. Wider spaces separate elements from each other and narrower spaces connect elements to reveal relationships between them. Overlapping these elements maximises their relationship. Both positive and negative space are important factors to be considered in every design situation.