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1. OF DESIGN
7 PRINCIPLES
THE PRINCIPLES WERE BEHIND A GREAT DESIGN
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2. UNITY
Unity
Unity is a force operating within a design
that gives it the appearance of oneness
or resolution. This ensures no single part
is more important than the other. Author
of The Elements of Graphic Design Alex
White explains, “To achieve visual unity is
the main goal of graphic design. When all
elements are in agreement, a design is
considered unified.”
Unity
= Same Color
= Same Size
Variety
Variety
= Different Size
= Different Color

3. BALANCE
Balance can be implied by size, shape, or even
contrast. While it can utilize symmetry or
equality, balance can also be achieved through
asymmetry. Think of asymmetry as the opposite
of mirroring: Instead of seeing the reflection, you
see something that evenly distributes the
elements. For example, three small objects can
offset the visual weight of one large object. Or a
small, dark, and shaded object can offset the
visual weight of a large, lighter element. Symmetrical Asymmetrical

4. HIERARCHY
Hierarchy is not based on a design styles, but
rather the order of importance. A good design
leads the eye through each area in priority order.
A good example is a homepage: There’s usually a
navigation bar and a logo, some sort of large
header image, or text with a call to action. In
order of importance, the logo tells the user
where they are; the site navigation shows the
user how to get around the site; and the call to
action compels the user to do something.
No Hierarchy Hierarchy

5. CONTRAST
The difference between two or more objects in a design is referred to as contrast. The
difference in objects could be light and dark, thin and thick, small and large, bright and
dull, etc. Contrast is most commonly associated with readability, legibility, and
accessibility. Like hierarchy, the most important element in a design should have the most
contrast.
Contrast in Shape Contrast in Color Contrast in Scale Contrast in Layout

6. EMPHASIS
Emphasis can be created by size, weight, position, color, shape, and style. Sometimes referred
to as dominance, emphasis might seem similar to contrast, but it’s not quite the same. Contrast
deals with the difference between two objects, and emphasis deals with the impact of an object.
Creating a Focal Point

7. SCALE
Scale is the sizing of elements or a standard of measurement. It can be used in combination with other
principles like emphasis to draw the viewer into a focal point, and helps us make sense of designs or imagery.
Size Ratio Divisions

8. REPETITION
Repetition is the recurrence of a design
element, commonly utilized in patterns or
textures. Repetitive elements can be used in
conjunction with other principles to create a
design that leads a user’s eye to a focal
point, has continuity, or flow. A repetitive
element could be repeated lines, shapes,
forms, color, or even design elements.
Repetition Changes perspective

9. REPETITION
Repetition is the recurrence of a design
element, commonly utilized in patterns or
textures. Repetitive elements can be used in
conjunction with other principles to create a
design that leads a user’s eye to a focal
point, has continuity, or flow. A repetitive
element could be repeated lines, shapes,
forms, color, or even design elements.
Repetition Changes perspective

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