One of the biggest challenges while discussing design principles is figuring out just how many principles actually exist. And once that discussion gets settled, which of these principles of design should be considered essential?
When you search for “principles of design” on Google, you’ll find articles listing anywhere from 5 design principles to more than a dozen different ones. Even those that agree on the number often don’t agree on which specific principles should be included.
In reality, there are about a dozen basic design principles that both beginner and experienced designers should keep in mind while working on their projects. Additionally, there are another dozen or so “secondary” design principles that are sometimes considered fundamental (like the Gestalt Principles, typography, color, and framing).
In this blog, we have explored 5 principles of design that are mentioned most often in articles and books on the design subject.
5 Design Principles You Should Know About
1. Contrast
A common piece of feedback designers often hear from clients is that a design needs to “pop” more. While this might seem like a vague request, what clients usually mean is that the design needs more contrast.
Contrast refers to the differences between elements in a design, especially those that are close to each other. These differences help certain parts stand out. Contrast is also crucial for creating accessible designs. If there’s not enough contrast, it can make reading text difficult, particularly for people with visual impairments.
2. Balance
All elements of design – like typography, colors, images, shapes, and patterns – have a visual weight. Some elements are heavier and catch the eye, while others are lighter. The arrangement of these elements on a page should create a sense of balance.
There are two main types of balance: symmetrical and asymmetrical. Symmetrical balance arranges elements of equal weight on either side of an imaginary center line. Asymmetrical balance uses elements with different weights, often arranged around a line that isn’t centered in the design.
3. Rhythm and Repetition
The spaces between repeating elements can create a sense of rhythm, much like the way spacing between notes in music creates a beat. Designers can create five basic types of visual rhythm: random, regular, alternating, flowing, and progressive.
Random rhythms have no specific pattern. Regular rhythms have consistent spacing between elements without variation. Alternating rhythms follow a repeating pattern with variations between the elements (like a 1-2-3-1-2-3 pattern). Flowing rhythms follow curves, similar to how sand dunes or waves move. Progressive rhythms change gradually, with each change building on the previous one.
Rhythms can evoke different feelings. They can generate excitement (especially flowing and progressive rhythms) or offer reassurance and consistency, depending on how they are applied.
Meanwhile, repetition is an effective way to emphasize an idea and unify a design with various elements. You can achieve repetition by repeating colors, fonts, shapes, or other design components.
For instance, this article uses repetition in the format of the headings. Each design principle is presented in the same format, signaling to readers that they are all equally important and interconnected. Consistent headings help unify these sections throughout the page.
4. Pattern
Patterns are simply repeated principles of design working together. Wallpaper is a common example of a pattern that most people recognize.
In design, patterns can also refer to established standards for how certain elements are arranged. For example, top navigation is a design pattern familiar to most internet users.
5. White Space
White space, or “negative space,” is the area of a design that doesn’t contain any design elements. This space is essentially empty.
Many beginner designers feel compelled to fill every pixel with something, often overlooking the importance of white space. But white space is crucial because it gives design elements room to breathe. It can also help highlight specific content or parts of a design.
White space can make design elements easier to see and understand. For example, text is more readable when both uppercase and lowercase letters are used since the varied negative space around lowercase letters helps people recognize them more quickly.
In some cases, negative space is used creatively to form secondary images that aren’t immediately obvious. This can add an extra layer of meaning to a design, as seen in the hidden arrow within the FedEx logo.
Additional Design Principles & Elements
Various articles discuss other design principles, such as typography, color, Gestalt Principles, grid and alignment, framing, and shape. Some of these fit the definition of “principles,” while others are more like design elements.
Typography involves the arrangement of text within a design, including the choice of fonts, their spacing, size, and weight, and how different text elements interact. Effective typography is shaped by all the other design principles discussed earlier.
Color plays a crucial psychological role in design, significantly affecting the user experience. The choice of colors and how they are used is guided by color psychology and theory, influencing other design principles.
Gestalt Principles cover concepts like similarity, continuation, closure, proximity, figure/ground, and symmetry & order (also known as prägnanz). Many of these principles overlap with those previously mentioned.
Grid and alignment relate to balance and refer to how elements are organized according to an invisible grid on the page, ensuring that everything is visually harmonious.
Framing deals with the placement of the main subject in relation to other elements in the design. Often discussed in cinematography or photography, framing helps focus the viewer’s attention on the primary subject, but it’s also essential in broader design contexts.
Shape plays a significant role in any design, involving specific shapes used within the design and the general shape of the design itself. Different shapes can convey different emotions; for example, circles suggest fluidity and organic forms, squares imply rigidity and formality, and triangles suggest energy or motion.
These design “principles” or elements are crucial for creating effective designs and should be considered along with the basic principles to enhance user experiences.
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Conclusion
The definition of top design principles can vary widely, but grasping and applying the principles discussed is crucial for any design project’s success.
Designers should make an effort to understand how these principles influence their work. Observing how seasoned designers use these concepts to organize their designs can be exceptionally educational and improve one’s design skills.
Creating effective designs is possible even without deep knowledge of these principles, often relying on a designer’s intuition. This approach might involve much trial and error to achieve visually appealing results and excellent user experiences. However, mastering these design principles can significantly reduce effort and time, making the process more efficient and intuitive.
