1.3 Principles of Design

Organizing the elements

The principles of design organize the elements into effective compositions: balance, contrast, emphasis, movement, rhythm, proportion, unity, and variety.

Balance & the grid

Balance can be symmetrical (mirrored), asymmetrical (different but visually even), or radial (from a center). Designers often use a grid to structure layout.

Hierarchy & emphasis

In design, visual hierarchy guides the eye through emphasis, scale, and placement — telling the viewer what to look at first, second, and third.

Key terms

Principles of design

balance, contrast, emphasis, movement, rhythm, proportion, unity, variety

Balance types

symmetrical, asymmetrical, radial

Grid

an underlying structure for 2-D layout

Visual hierarchy

guiding the eye through emphasis, scale, placement

Emphasis

creating a focal point that draws the eye

Try an AP-style question

Figure-ground relationship refers to…

1. the size of the paper used
2. how subject and background interact
3. the style of the frame
4. the layout of the color wheel