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The Principles of Design

"Ways to use the building blocks"

Understanding the fundamental principles of design is essential for creating effective visual communication. These principles guide how we arrange and organize visual elements to create compelling, functional, and aesthetically pleasing designs.

Emphasis

Creating a hierarchy or focal point to guide the eye to a specific element first. Utilising colour, contrast, proportion and rhythm.

Balance

Weighting or arranging the elements within the image to create visual, even distribution of shape and space.

Unity

Aligning all separate elements to work together in harmony through pattern, balance and rhythm.

Contrast

Contrast can highlight differences or add a focal point by using opposing colour, shade or textures.

Rhythm

Direct the eye through form with the use of repetition of shape, lines or colour and helps create mood.

Proportion

Or Scale, to use a base for the viewer to compare single elements to through size, dimension and space.

Variety

Utilising different shapes, colours and textures to keep overall image interesting. Also aids with creating a focal point.

Rule of Thirds

A compositional guideline that divides an image into nine equal sections with two horizontal and two vertical lines, placing important elements along these lines or at their intersections.

Golden Section

A mathematical ratio of approximately 1:1.618 that creates naturally pleasing proportions and compositions, often found in nature and classical art.

Golden Triangles

A compositional technique using diagonal lines to create triangular sections that guide the eye and create dynamic, balanced compositions.

Spiral Section

A compositional method based on the golden ratio spiral, creating a natural flow that draws the eye through the composition in a pleasing curve.

Golden Spiral

A logarithmic spiral based on the golden ratio that creates a natural, flowing composition leading the eye through the design elements.

Harmonious Triangles

Using triangular compositions and diagonal lines to create visual harmony and dynamic tension that guides the viewer's attention.

Cross

A compositional structure using horizontal and vertical lines that intersect to create focal points and organize visual elements symmetrically.

Focal Mass

Concentrating visual elements or details in a specific area to create a strong focal point that draws and holds the viewer's attention.

V-Arrangement

Organizing elements in a V-shaped pattern that creates depth, leads the eye inward, and establishes a strong compositional foundation.

Diagonal

Using diagonal lines and arrangements to create dynamic movement, energy, and visual interest that breaks static compositions.

Radial

Arranging elements in a circular pattern radiating from a central point, creating balance and drawing attention to the center.

L-Arrangement

Positioning elements in an L-shaped configuration to create strong compositional structure and guide the eye through the design.

Compound Curve

Using flowing, S-shaped curves to create graceful movement and natural rhythm that guides the eye smoothly through the composition.

Pyramid

Arranging elements in a triangular or pyramid structure to create stability, hierarchy, and a strong focal point at the apex.

Circular

Using circular arrangements and forms to create unity, completeness, and continuous flow that keeps the eye engaged within the composition.