Principles of Visual Design

Principles of design are the fundamental bases that govern design choices with regards to design elements, size, colour, positioning, etc. They act as a compass for the entire design team. Applied successfully, these principles give designers the power to create meaningful, aesthetically pleasing, and well-functioning designs.

Principles of Design

Study the PDF below (for academic use only)

Principles of Design PDF

BALANCE and ALIGNMENT

Balance refers to the arrangement of elements in relation to a visual central axis. It is the distribution of the visual weight of elements. It makes the design feel stable. Like in the physical world, objects in a design carry weight, which is called visual weight. The visual weight of a design needs to be distributed; or it would become a disturbance to the viewer. Balance could be symmetrical or asymmetrical

Alignment is orderly arranging elements in a way that matches how people naturally scan the page. It helps balance your image so that it's visually appealing. creates a visual connection between related elements.

EMPHASIS / DOMINANCE

Emphasis is a strategy that aims to draw the viewer’s attention to a specific point. Emphasis is setting up the focal point of a design, which people see without much effort. Emphasis can be created by size, weight, position, colour, shape, and leading line.

CONTRAST and SIMILARITY

Contrast is the visible difference in properties of the design elements. Similarity is the visible likeness in properties of the design elements.

For contrast, the difference in objects could be light and dark, thin and thick, small and large, bright and dull, etc. Best contrast is shown when we have the maximum and the minimum of a property of the design element in the same design. For example, black and white image. Dull white to dark grey will be a low contrast image.

Similarity: Design elements that appear similar in some way — sharing the same colour, shape, or size — are perceived as related or together.

REPETITION

Repetition is the recurrence of a design element. An element of design like, lines, shapes, forms, colour, etc. is repeated many times. Repetition is a good principle in magazine layout, website design, even for PPTs. The repetition design principle refers to the use of similar (or identical) elements throughout a design. By harnessing this principle, you can guide readers through your communications, create visual cohesion unity and rhythm.

UNITY / VARIETY

Visual unity is when there is a similarity between the individual components of a design. This ensures no single part is more important than the other.

Variety in a design refers to the use of multiple visual elements within a single composition. Variety creates visual interest to capture your viewer’s attention and make your design more interesting.

PATTERN, RHYTHM, and MOVEMENT

Patterns are simply a repetition of one or more design element working in concert with each other. When you repeat elements with intervals the repetitions can create a sense of rhythm in the viewer and a sense of movement. Movement is the path the viewer's eye takes through the work of art, often to focal areas. (leading line)

HIERARCHY

Visual hierarchy is organising elements in a design to show order of importance.

SIZE, SCALE, and PROPORTION

Scale and proportion are both design elements that have to do with size. Scale is the size of one object in relation to the other objects in a design or artwork. If something is drawn to scale, it shows an object with accurate sizing. Proportion refers to the size of the parts of an object in relationship to other parts of the same object.

PROXIMITY

Proximity is arranging elements that are related to one another closer to each other; and placing things that are not related to one another far from each other.

PERSPECTIVE

Perspective is the tool we use to indicate depth. In visual hierarchy objects closer to you drive more attention

UNITY and HARMONY

Harmony can be described as sameness, the belonging of one thing with another. The repetition of design elements like colour, texture, shape, and form is one of the easiest ways to achieve harmony to create a composition. Harmony brings in unity in a design.

WHITE SPACE

White space, sometimes called negative space, isn’t necessarily white. White space refers to any blank or empty space surrounding all the other elements in a design composition. Minimalist designs use a lot of white space, while maximalist designs may not use any.

Comments

Indian Political Spectrum: Left, Right, and Centre

Left-wing, right-wing, and centre are terms used to describe different positions on the political spectrum. The terms left-wing and right-wing originated from the seating arrangements in the French National Assembly during the French Revolution (1789). Supporters of the King and the traditional social order sat on the president's right side. These were generally considered more conservative and resistant to change. Supporters of the revolution and those advocating for a more egalitarian society sat on the president's left side. These were seen as more progressive and willing to challenge the status quo. Over time, these seating positions became symbolic of broader political viewpoints. The terms "left" and "right" were eventually used to describe the entire spectrum of political ideologies, not just those present during the French Revolution. Left Wing focuses on equality, social justice, and reform. Left-wing ideologies generally believe in reducing econo...

The Male Gaze and the Construction of Gender in Visual Culture

Visual culture encompasses the totality of images, visuals, and visual practices that shape our lived experience. It manifests through art, photography, cinema, design, and countless other forms, representing the ideas, customs, and social behaviours that revolve around visual materials. Visual culture is not merely decorative or informational; it is a powerful force that produces, circulates, and interprets visual forms to construct meanings, shape beliefs, and convey power within specific cultural contexts. From traditional artworks such as paintings and sculptures to mass media like film, television, and advertising, from digital platforms including websites, apps, and video games to everyday objects like fashion, logos, and packaging—all these elements communicate meaning and fundamentally shape our understanding of the world. The quality and impact of visual culture depend on two critical factors: the quality of the visual content created and the nature of the act of see...

Visual Culture

Visual culture is a multifaceted field that examines the pervasive role of visuals in shaping human understanding, beliefs, and behaviours. It posits that visuals are not merely reflections of reality but rather " constructed realities " that actively influence our perception of the world. At its heart, visual culture positions visuals as the reference and data for knowledge, beliefs, thinking, creations, behaviour, etc.; which in turn further shapes current beliefs, thinking, creations, behaviour, etc. Visuals are images/collection of images that are made to be seen. Framed (made) and put out. This highlights that visuals are not spontaneous occurrences but deliberate constructions, detached from the place and time in which it first made its appearance, says, John Berger . Examples like the contrasting Newsweek and TIME magazine covers of O.J. Simpson illustrate how different framings of the same event can convey distinct messages and narratives, underscoring the idea ...

The History of Visual Analysis: The Power and Politics of the Image

The history of visual analysis represents humanity's evolving relationship with images—from cave paintings to digital screens, from religious icons to internet memes. This intellectual journey traces how we have moved from simple description to complex theoretical frameworks that reveal the hidden structures, ideologies, and meanings embedded in visual culture. While visual analysis has ancient roots, its most transformative developments have occurred in the modern and contemporary periods, fundamentally reshaping how we understand the power and politics of the image. Early Foundations The early history of visual analysis established essential methodologies that would later be challenged and expanded. Pliny the Elder 's first-century documentation of artists and techniques in his Natural History represented an empirical approach—cataloging rather than interpreting. This descriptive tradition continued through Giorgio Vasari 's biographical narratives in The Lives of the A...

Visual Analysis: SEMIOTICS

Visual analysis is a systematic and scientific approach to examining visual materials that goes far beyond casual observation. In our visually saturated world, images have become a inescapable universal language that shapes our perceptions, attitudes, and experiences. From the artworks adorning gallery walls to the advertisements lining city streets, visuals communicate narratives, evoke emotions, and reflect sociocultural ideologies . However, the process of seeing and interpreting visuals is not as spontaneous or natural as we often assume. As John Berger notably stated, " seeing is an active decision ," suggesting that the process of interpreting visuals is neither spontaneous nor natural, but rather requires conscious effort and critical thinking. The way we perceive and interpret visual content is heavily influenced by habits, conventions, and our individual perspectives. Serious visual analyses requires conscious effort and critical analysis to unravel the ...

The Violent and the Violated on the Same Canvas

Violence bleeds with the stories of the violent and the violated. This observation cuts to the heart of one of the most profound and uncomfortable truths about violence: the complete narrative of violence must encompass both the hand that strikes and the face that receives the blow, both the system that crushes and the body crushed beneath it. To tell only half the story—to focus exclusively on victims' suffering or perpetrators' actions—is to miss the terrible human complexity that makes violence possible, sustainable, and repeatable across history. Guernica , a massive black-and-white antiwar painting by Pablo Picasso , depicting a scene of chaos, suffering, and the brutal realities of war, with figures of a bull, a screaming horse, a fallen soldier, and grieving women, makes us see both the violator and the violated in war. In 1937, the Spanish town of Guernica was destroyed by Nazi bombers supporting Francisco Franco 's fascist forces during the Spanish Civil War . Th...

Screenplay/Script Writing: Ideas, Stories, and the Script

Stories are Character/s, imaginary or real, aspiring and moving towards a need/goal through adversaries (achieving it with a big idea / super powers) will make one a hero). More elaborately, Character/s, imaginary or real, faced with a conflict/problem/issue/situation and trying to understand/overcome/change it in spite of difficulties / limitations / oppositions from within or without (overcoming/changing it with a big idea / super powers) will make one a hero). Please study the PDF below (only for academic use) Stories and Film Scripting PDF Stories have Shapes Storytelling is an art form that has captivated humans since the dawn of civilisation. Whether through oral traditions, written literature, or visual media, stories have the power to entertain, educate, and inspire. At the heart of every great story lies a carefully constructed narrative that engages the audience and conveys a meaningful message. According to Kurt Vonnegut, stories have shapes, the main ones are Man in th...

photo.graph.art.design

Search This Blog