This document discusses key principles of design including balance, emphasis, harmony, unity, variety, gradation, movement, rhythm, and proportion. It defines design as a method of problem solving through visual or physical means. The key difference between art and design is that art starts with emotion while design starts with a fixed goal, such as communicating a message or motivating an audience. Good design incorporates these principles to create a sense of equilibrium, focus attention, connect elements gradually, imply action, employ repetition, and establish relationships between parts and the whole.