Presentation into the principles of design within the context of visual design. This is intended to be delivered to year one degree students. The principles of design are rules to help guide a designer how to arrange the various elements of a composition in relation to each other and the overall design. By considering, applying and understanding the various Principles of Design throughout the design process you will help ensure a more positive outcome

1. PRINCIPLES OF DESIGN
An Introduction to the

2. Principles of Design
You will be asked to complete a series of design projects
During the Academic year

3. Principles of Design
Part of the grading process will be your ability to
understand and implement the the Principles of Design

4. Principles of Design
Part of the grading process will be your ability to
understand and implement the the Principles of Design
It will be a required learning
outcome of each design project

5. Potential
Projects
Poster design Business Card
Logo design
Web Design
Packaging
design
Vehicle Graphics
Magazine
Design
Promotional Literature
UI/UX design
Information design
Wayfinding
Advertising
Presentation
Communication
Brand Design

6. Principles of Design
What are the Principles of Design?

7. The principles of design are rules to help guide a designer
how to arrange the various elements of a composition in
relation to each other and the overall design.

8. Principles of Design
Balance
Rhythm
Proportion Dominance
Alignment Proximity
Contrast
White Space
The rules fall under various categories

9. Principles of Design
Why use the
Principles of Design?

10. Principles of Design
They are the overarching truths of the design
professions.
By considering, applying and understanding the various
Principles of Design throughout the design process you
will help ensure a more positive outcome for your designs.
Help channel creative thinking
[ from concept to final design ]

11. Principles of Design
They are the overarching truths of the design
professions.
By considering, applying and understanding the various
Principles of Design throughout the design process you
will help ensure a more positive outcome for your designs.
Help channel creative thinking
from concept to final design

12. Principles of Design
They are the overarching truths of the design
professions.
By considering, applying and understanding the various
Principles of Design throughout the design process you
will help ensure a more positive outcome for your designs.
Help channel creative thinking
[ from concept to final design ]

13. Balance provides stability and structure to a design. It’s
the weight distributed in the design by the placement of
your elements.
Balance:
Balance can be achieved in two ways, Symmetrical or
Asymmetrical.
The elements don’t need to be of the same size. Balance
can be achieved by placing a large element on one side of
your design and several small elements on the other side.

14. Balance provides stability and structure to a design. It’s
the weight distributed in the design by the placement of
your elements.
Balance:
Balance can be achieved in two ways, Symmetrical or
Asymmetrical.
The elements don’t need to be of the same size. Balance
can be achieved by placing a large element on one side of
your design and several small elements on the other side.

15. Balance provides stability and structure to a design. It’s
the weight distributed in the design by the placement of
your elements.
Balance:
Balance can be achieved in two ways, Symmetrical or
Asymmetrical.
The elements don’t need to be of the same size. Balance
can be achieved by placing a large element on one side of
your design and several small elements on the other side.

16. Asymmetrical:
Asymmetrical balance
occurs when the weight is
not evenly distributed.

17. Symmetrical:
Symmetrical balance
occurs when the weight
is evenly distributed.

18. Proportion
the relationship in scale between one element and another.

19. Proportion
In the example, notice how the smaller elements seem to recede into the
background while the larger elements come to the front.

20. Rhythm
Rhythm is the repetition or alternation of elements.
Rhythm can create a sense of movement and can
establish pattern and texture.

21. Regular
Rhythm
A regular rhythm
occurs when the
intervals between the
elements, and often
the elements
themselves, are
similar in size or
length.

22. Flowing
Rhythm
A flowing rhythm
gives a sense of
movement, and is
often more organic
in nature.

23. Dominance relates to varying degrees of
emphasis in design.
It determines the visual weight of a composition,
establishes space and perspective, and often
resolves where the eye goes first when looking
at a design.
Dominance

24. Dominance relates to varying degrees of
emphasis in design.
It determines the visual weight of a composition,
establishes space and perspective, and often
resolves where the eye goes first when looking
at a design.
Dominance

25. [ Dominant ]
[ Sub-Dominant ]

26. Centered text is often the mark of a novice designer.
Learn how to align text and graphics to create more
interesting and dynamic.
Mixing too many alignments can have a similar effect.
However, it's also OK to break alignment when it serves a
specific purpose such as to intentionally draw attention to
a specific element on the page.
Alignment

27. Centered text is often the mark of a novice designer.
Learn how to align text and graphics to create more
interesting and dynamic.
Mixing too many alignments can have a similar effect.
However, it's also OK to break alignment when it serves a
specific purpose such as to intentionally draw attention to
a specific element on the page.
Alignment

34. Contrast
Big vs. small, black vs. white. Contrast occurs when two
elements are different. The greater the difference the
greater the contrast.
The key to working with contrast is to make the
differences obvious.
Contrast provides a means of emphasizing of what is
important and directing the reader's eye.

35. Contrast
Big vs. small, black vs. white. Contrast occurs when two
elements are different. The greater the difference the
greater the contrast.
The key to working with contrast is to make the
differences obvious.
Contrast provides a means of emphasizing of what is
important and directing the reader's eye.

36. Contrast
Big vs. small, black vs. white. Contrast occurs when two
elements are different. The greater the difference the
greater the contrast.
The key to working with contrast is to make the
differences obvious.
Contrast provides a means of emphasizing of what is
important and directing the reader's eye.

40. Keeping like items together and creating unity by how
close or far apart elements are from each other.
How close together or far apart elements are placed
suggests a relationship (or lack of) between
otherwise disparate parts.
Proximity

41. Keeping like items together and creating unity by how
close or far apart elements are from each other.
How close together or far apart elements are placed
suggests a relationship (or lack of) between
otherwise disparate parts.
Proximity

45. Also called ‘negative space’, white space refers to the areas of a
design that are not filled with content. White space is an
important design element as it helps to let a design ‘breathe’,
helps avoid overly complicated designs, and keeps designs
looking clean.
White Space

46. The art of nothing is another description for this principle.
White space is nothing. It is the absence of text and
graphics. It breaks up text and graphics. It provides visual
breathing room for the eye.
Add white space to make a page less cramped,
confusing, or overwhelming.
White Space

47. The art of nothing is another description for this principle.
White space is nothing. It is the absence of text and
graphics. It breaks up text and graphics. It provides visual
breathing room for the eye.
Add white space to make a page less cramped,
confusing, or overwhelming.
White Space

48. The art of nothing is another description for this principle.
White space is nothing. It is the absence of text and
graphics. It breaks up text and graphics. It provides visual
breathing room for the eye.
Add white space to make a page less cramped,
confusing, or overwhelming.
White Space

52. © Patrick Morgan
Just because there is White Space doesn’t mean you have to cram a bunch of junk into it.

55. Negative Space

56. Finally ..
It is not necessary to apply every principle of design
to every design composition.
The objective is for you to learning and understand
when and how to apply these principles.
The aim is to help and guide you in the journey into
becoming Design Professional.

57. Finally ..
It is not necessary to apply every principle of design
to every design composition.
The objective is for you to learning and understand
when and how to apply these principles.
The aim is to help and guide you in the journey into
becoming Design Professional.

58. Finally ..
It is not necessary to apply every principle of design
to every design composition.
The objective is for you to learning and understand
when and how to apply these principles.
The aim is to help and guide you in the journey into
becoming Design Professional.