THE SIX PRINCIPLES OF DESIGN

BALANCE

Balance in design is similar to balance in physics. A large shape close to the centre can be balanced by a small shape close to the edge. Balance provides stability and structure to a design. It's the weight distributed in the design by the placement of your elements. 

PROXIMITY

Proximity creates relationships between elements. It provides a focal point. Proximity doesn't mean that elements have to be placed together, it means they should be visually connected in someway.

ALIGNMENT 

Allows us to create order and organisation. Aligning elements allow them to create a visual connection with each other. 

REPETITION

Repetition strengthens a design by tying together individual elements. It helps to create association and consistency. Repetition can create a rhythm (a feeling of organised movement).

CONTRAST

Contrast is the juxtaposition of opposing elements (opposite colours on the colour wheel, or value light / dark, or direction - horizontal / vertical). Contrast allows us to emphasise or highlight key elements in your design.

SPACE

Space in art refers to the distance or area between, around, above, below, or within elements. Both positive and negative space are important factors to be considered in every design.