The principles of design are the rules a designer must follow to create an effective and attractive composition. The fundamental principles of design are: Emphasis, Balance and Alignment, Contrast, Repetition, Proportion, Movement and White Space. Design differs from art in that it has to have a purpose. Visually, this functionality is interpreted by making sure an image has a center of attention, a point of focus. Elements of design are the parts or we can say collection of abstract tools. They structure and carry the work. Principles of design are concepts. These are basic rules or guidelines for any action, idea, reasoning or thought. They affect content and message.

1. Principles of Design

2. Design?

4. Elements of design are the parts or
we can say collection of abstract
tools. They structure and carry the
work.
Principles of design are concepts.
These are basic rules or guidelines
for any action, idea, reasoning or
thought. They affect content and
message.

5. Principles
of Design
Balance
Rhythm/
movement
Contrast
Unity/
Harmony
Scale &
Proportion
Dominance
/
Emphasis

6. Balance
Poster design by Shwin for Rumspringa
Source : https://99designs.com/blog/tips/principles-of-
design/
Source : https://www.invisionapp.com/design-defined/principles-of-
design/
Source : https://blog.hubspot.com/marketing/asymmetrical-balance

7. Rhythm / Movement / Repetition
Source : https://www.invisionapp.com/design-defined/principles-of-design/ Source : https://gharpedia.com/blog/rhythm-in-architecture/
Poster design by robbyprada for Zoom.de
Source : https://99designs.com/blog/tips/principles-of-design/

8. Contrast
Poster design by Daria V. for Mama J Source :
https://99designs.com/blog/tips/principles-of-design
Source : https://www.invisionapp.com/design-defined/principles-of-design Source : https://in.pinterest.com/pin/272467846175643944/?nic_v2=1a5UY5ivL

9. unity
Poster design by Shwin for Rumspringa
Source : https://99designs.com/blog/tips/principles-of-design/
Source : https://www.invisionapp.com/design-
defined/principles-of-design
Source : https://www.pinterest.ca/pin/509821620296743685/?nic_v2=1a5UY5ivL

10. Scale and Proportion
Poster design by Mahuna
Source : https://99designs.com/blog/tips/principles-of-design
Source : https://www.invisionapp.com/design-defined/principles-of-
design/
Source : http://apoliticni.hr/scale-and-proportion-in-architecture/

11. Emphasis / dominance
Poster design by miai313 for Handel’s Messiah Rock
https://99designs.com/blog/tips/principles-of-design
Source : https://www.invisionapp.com/design-defined/principles-of-design/ Source: https://oxforddesignstudio.wordpress.com/2013/04/24/emphasis-on-architecture/

12. Elements of Design

13. Elements
of Design
Line
Form
Space
Texture/P
attern
Shape
Color
Point
Source: ux360.design/elements-of-design/

14. Point : A point is basically the beginning of “something” in “nothing”. It forces the mind to
think upon its position and gives something to build upon in both imagination and space.
Some abstract points in a group can provoke human imagination to link it with familiar
shapes or forms

15. Line: One of most important element of design, line defines a subjectʼs form or shape on a flat, two-dimensional
surface. Lines can be thick or thin, smooth or jagged, rigid and mechanical or organic and hand drawn, vertical,
horizontal or diagonal, curved, straight, zigzag, or show emotion. The quality of a line has the ability to express
psychological characteristics of a composition to an audience.

16. Form : Shows an object in space, the mass or positive space it occupies. The term usually
used when describing 3-D objects.

17. Shape : Area enclosed when both sides of a line meet. Shapes can be geometric or organic.

18. Space : In design, space is concerned with the area deep within the moment of designated
design, the design will take place on. For a two-dimensional design, space concerns
creating the illusion of a third dimension on a flat surface.

19. Texture : A surface that can be experienced through the sense of touch.The feel, real or
implied, on an object or its surface

20. Color is the result of light reflecting back from an object to our eyes.The color that our eyes
perceive is determined by the pigment of the object itself.Color theory and the color
wheel are often referred to when studying color combinations in visual design. Color is often
deemed to be an important element of design as it is a universal language which presents the
countless possibilities of visual communication.
Hue, saturation, and brightness are the three characteristics that describe color.