This document discusses key design principles - unity, variety, balance, scale and proportion, rhythm, emphasis, and simplicity - and provides examples of how each principle is demonstrated on the designs of different websites. Pinterest exemplifies unity through similarity, proximity and alignment. The Jim Carry website increases variety through different visual elements. Facebook achieves equal balance between the left and right sides. The scale and proportion of figures to boats is correctly portrayed on Bing. Flickr establishes a pattern that creates a sense of rhythmic movement. Wordpress offers direction through center placement and isolation. The simple Apple design maintains the iPad as the focal point.

2. UNITY: PINTEREST
The relationship between the individual parts and the
whole of the composition.
Pinterest has all three components of unity: similarity,
proximity and alignment.

3. VARIETY: JIM CARRY WEBSITE
The difference in
the elements that
add interest to
design.
There are several different visual elements that
increase variety, creating harmony and unity.

4. BALANCE: FACEBOOK
The distribution
of weight or force
within a
composition.
There is a feeling of equal balance between the
left and right side of the design.

5. SCALE AND PROPORTION: BING
Deals with the size
of design elements
in comparison with
physical reality or
relative to other
elements in
composition.
The figures of the people are the correct scale and
proportion as it relates to the boats.

6. RHYTHM: FLICKR
Creates a sense
of movement
between different
parts of a design.
The boxes that capture the images create a sense of
movement by establishing a pattern.

7. EMPHASIS: WORDPRESS
Provides
prominence to
part of a design.
It is most
commonly
created through
isolation,
placement, and
contrast.
Offers direction and organization by center
placement and isolation from the image in the
background.

8. SIMPLICITY: APPLE
Refers to omitting
all non-essential
or un-important
elements and
details which do
not contribute to
the essence of
the overall
composition.
The design is simple, allowing the iPad to
maintain the focal point.