Overview of graphic design principles.

1. Design Principles
Ways to combine visual elements to make a more powerful
design/composition

2. Pattern/Repetition
An element (color, shape,
form, etc.) that occurs over
and over in a design.
It is more visually
appealing to vary the
repetition to some degree.
Hats in the Garment District, New York (1930) Margaret Bourke-White

3. Contrast
Most often, people think of
contrast as pertaining to
value (the range of light
and dark) in a design.
However, contrast can also
be created using color,
shape, or any other
element that provides a
sense of visual discord.
Self-portrait (1976) Samuel Fosso

4. Proportion
Our perception of an
object’s size is related to
the size and position of
other objects within the
field of view.
North by Northwest (1959) Alfred Hitchcock

5. Alignment
Position objects that
belong together along a
common edge or implied
line.
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6. Balance
Balance is a sense of visual
stability within a design.
Symmetrical - objects are
the same size, color,
and/or shape
Asymmetrical - achieved
with a combination of
objects of varying sizes,
shapes, and colors.
Festival de las flores (1925) Diego Rivera

7. Movement
Movement can be a literal
representation, or implied
through repetition of shape
(rhythm) or the alternation
of lights and darks.
Commuter on the New York New Haven line running to catch train pulling out of Grand Central Station (1961) Alfred Eisenstadt

8. Unity
Occurs when all of the
elements work together to
support the overall
theme/object of the work,
rather than distract the
viewer.
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