Principles of Design

Digital Design
Holloway
Name: Ahdil Gill
Understanding Design Principles
Elements must be arranged to create an appealing layout that support design principles
Elements include
o Text
o graphics
o Lines
o Texture
o color
o White space
Good design requires a relationship between similarity and contrast
o
: what helps a viewer navigate and recognize a design as a single unit
Without similarity, design is chaotic and message is unclear
o
: captures, keeps, and directs a viewers attention
Without contrast, design can be boring and ignored
Measuring Designs
pica
o 1/6 of an inch
o Used in print designs mainly
Point
o 1/12 of a pica
o 1/72 of an inch
o Used in print designs mainly
Pixel
o Tiny points of color that make up a digital image
o Used in digital designs
Design Principles
balance
Rhythm
emphsis
Unity
Balance
All elements of a design (text, graphics, shapes, etc.) have weight
Balance: distributing the weight of elements across a design in a visually appealing way
Think of your design as an X and Y axis
o Balance means layout weight is distributed across axis
There are three (3) types of balance:
o Symmetrical (formal)
Elements are distributed equally on both sides of axis
Focal point is centered along axis
o Asymetrical (informal)
Elements on either side of the axis are not equal or mirrored, but they carry
the same visual weight
Still maintains balance
o Radial

Circular designs around axis

Balance Guidelines
bigger elements appear heavier than smaller
o Can group small elements to have same weight as bigger
Objects with heavy texture appear heavier than those without
darker objects appear heavier than lighter objects
Position of an object affects visual weight:
o Objects farther from the center, top half, or right side appear heavier
Graphics are heavier than text
Isolated elements are heavier
Rhythm
Refers to how a viewers eye travels through a design
o A beat that the viewer subconsciously recognizes and follows
Often established by repetition of an element
Rhythm has three (3) forms:
o Regular
o Flowing
o Progressive
Types of Rhythm
Regular
o Fixed, even pattern of elements that suggest faster movement
Flowing
o Softer, more subtle repetition of elements
o Often involving curves and rounded patterns that suggest slower movement
Progressive
o Rarer form of repetition in which an element is depicted in various stages or
progress that suggests movement through time
Emphasis
Relates to the center of interest in a design
Indicates to the viewer where to look first
Three (3) basic ways to establish emphasis in a design:
o Placement
o Isolation
o Contrast
Establishing Emphasis
The most common ways to establish emphasis is by Contrasting the properties of
elements:
o Bold: larger items attract more attention when contrasted with smaller
o Shape: differing shapes in elements can attract attention
o Color: bright colors stand out when compared to dull colors, making an image
darker than surrounding images attracts focus
o Orientation: vertical object in a field of horizontal items get noticed and vice versa
Unity
Unity means that all of the individual elements of a design look like they belong togather
All elements come together to make a whole, single design
Four (4) general areas contribute to unity:

o
o
o
o

Proximity
Alignment
Repetition or consistency
contrast

Creating Unity
Proximity: objects grouped closer together are more likely to be unified than objected
farther apart
Alignment: elements sharing alignment look unified. Using a grid helps establish this
Repitition/Consistency: repeating types of styles, colors, motifs, and spacing can unify
design
Contrast: contrasting certain elements brings emphasis, which shows relationships
Using

White Space in Your Designs

White space: areas in which text or graphics do not appear; carries importance in design
White space is more of a design element than principle
Can be used to guide the eye as well as rest it
Some designers believe as much as 50% of design should have white space
Percentage changes based on type of publication
gutter: white space between columns
bleed: an element that extends through the margin of the page to the edge

White Space Problems

Two (2) white space problems:
o Trapped white space:
White space surrounded on all sides by graphics or text
Not as effective as open white space
o Rivers of white space
Happens most often when text is justified and extra spaces are added that
looks like rivers through the words
Focus is on river instead of text
Preparing Your Design
1. Gather all media and content needed for design
2. Select design theme
3. Choose design elements (color, fonts, etc.)
4. Sketch layout ideas
5. Use grids to guide design
6. Create master pages or templates
*Remember, all principles are important and should be considered!