Design Principles
Balance
The distribution of the visual weight of objects, colors, texture, and space.
Emphasis
The part of the design that catches the viewer’s attention.
Movement/Direction/Gradation
The path the viewer’s eye takes through the artwork, often to focal areas.
Harmony
The visually satisfying effect of combining similar, related elements.
Contrast
The occurrence of differing elements, such as color, value, size, etc.
Pattern
The repeating of an object or symbol in the artwork.
Repetition
Works with pattern to make the artwork seem active.
Proportion
The feeling of unity created when all parts (sizes, amounts, or number) relate well with each other.
Rhythm
When one or more elements of design are used repeatedly to create a feeling of organized movement.
Variety
The use of several elements of design to hold the viewer’s attention and to guide the viewer’s eye through the artwork.
