The 7 Basic Principles of Design: A Visual Guide

Design is more than just aesthetics; it’s a science of communication. Whether you’re crafting a logo, designing a website, or creating a presentation, understanding the 7 basic principles of design is crucial for effective visual communication.

1. Emphasis

• • What it is: The focal point of your design, the element that draws the viewer’s attention first.
  • How to achieve it:
    • Size: Make the most important element larger.
    • Color: Use a contrasting color to make an element stand out.
    • Isolation: Place the element away from other elements.
    • Shape: Use an unusual or unique shape.

poster with one element larger and in a contrasting color

2. Balance and Alignment

• • What it is: The distribution of visual weight in a design.
  • Types of balance:
    • Symmetrical: Elements are mirrored on either side of an axis.
    • Asymmetrical: Elements are balanced visually, but not mirrored.
    • Radial: Elements radiate outward from a central point.
  • Alignment: How elements are positioned in relation to each other and the page.

symmetrical, asymmetrical, and radial design

3. Contrast

• • What it is: The difference between elements in a design.
  • How to achieve it:
    • Color: Use contrasting colors.
    • Size: Use a variety of sizes.
    • Shape: Use a variety of shapes.
    • Texture: Use a variety of textures.

design with contrasting colors, sizes, and shapes

4. Repetition

• • What it is: The repeated use of elements in a design.
  • How to achieve it:
    • Color: Repeat colors throughout the design.
    • Shape: Repeat shapes throughout the design.
    • Texture: Repeat textures throughout the design.
    • Line: Repeat lines throughout the design.

design with repeated colors, shapes, and textures

5. Proportion

• • What it is: The relationship between the sizes of different elements in a design.
  • The Golden Ratio: A mathematical ratio that is often used in design.

design using the Golden Ratio

6. Movement

• • What it is: The way the viewer’s eye is guided through the design.
  • How to achieve it:
    • Lines: Use lines to direct the viewer’s eye.
    • Curves: Use curves to create a sense of movement.
    • Color: Use color to create a sense of movement.

design using lines and curves to guide the viewer’s eye

7. White Space

• • What it is: The empty space around and between elements in a design.
  • Importance: White space gives the design room to breathe and helps to emphasize the important elements.