The principles of design help to determine how to use the design elements. There are four principles of design: balance, emphasis, rhythm, and unity. These principles of design help you to combine the various design elements into a good layout.
Balance Balance is an equal distribution of weight. In terms of graphics, this applies to visual weight. Each element on a layout has visual weight that is determined by its size, darkness or lightness, and thickness of lines. There are two basic approaches to balance. The first is symmetrical balance which is an arrangement of elements so that they are evenly distributed to the left and to the right of center. The second is asymmetrical balance which is an arrangement of unlike objects of equal weight on each side of the page. Color, value, size, shape, and texture can be used as balancing elements.
Symmetrical balance can communicate strength and stability and is appropriate for traditional and conservative publications, presentations, and web sites. Asymmetrical balance can imply contrast, variety, movement, surprise, and informality. It is appropriate for modern and entertaining publications, presentations, and web sites.
To create balance: - Repeat a specific shape at regular intervals, either horizontally or vertically.
- Center elements on a page.
- Put several small visuals in one area to balance a single large image or block of text.
- Use one or two odd shapes and make the rest regular shapes.
- Lighten a text-heavy piece with a bright, colorful visual.
- Leave plenty of white space around large blocks of text or dark photographs.
- Offset a large, dark photograph or illustration with several small pieces of text, each surrounded by a lot of white space
Rhythm Rhythm is a pattern created by repeating elements that are varied. Repetition (repeating similar elements in a consistent manner) and variation (a change in the form, size, or position of the elements) are the keys to visual rhythm. Placing elements in a layout at regular intervals creates a smooth, even rhythm and a calm, relaxing mood. Sudden changes in the size and spacing of elements creates a fast, lively rhythm and an exciting mood.
To create rhythm: - Repeat a series of similarly shaped elements, with even white spaces between each, to create a regular rhythm.
- Repeat a series of progressively larger elements with larger white spaces between each for a progressive rhythm.
- Alternate dark, bold type and light, thin type.
- Alternate dark pages (with lots of type or dark graphics) with light pages (with less type and light-colored graphics).
- Repeat a similar shape in various areas of a layout.
- Repeat the same element in the same position on every page of a printed publication such as a newsletter.
Emphasis Emphasis is what stands out or gets noticed first. Every layout needs a focal point to draw the readers eye to the important part of the layout. Too many focal points defeat the purpose. Generally, a focal point is created when one element is different from the rest.
To create emphasis: - Use a series of evenly spaced, square photographs next to an outlined photograph with an unusual shape.
- Put an important piece of text on a curve or an angle while keeping all of the other type in straight columns.
- Use bold, black type for headings and subheads and much lighter text for all other text.
- Place a large picture next to a small bit of text.
- Reverse (use white type) a headline out of a black or colored box.
- Use colored type or an unusual font for the most important information.
- Put lists you want to highlight in a sidebar in a shaded box.
Unity Unity helps all the elements look like they belong together. Readers need visual cues to let them know the piece is one unit-the text, headline, photographs, graphic images, and captions all go together.
Unify elements by grouping elements that are close together so that they look like they belong together. Repeat color, shape, and texture. Use a grid (the underlying structure of a page) to establish a framework for margins, columns, spacing, and proportions.
To create unity: - Use only one or two typestyles and vary size or weight for contrast throughout the publication, presentation, or web site.
- Be consistent with the type font, sizes, and styles for headings, subheads, captions, headers, footers, etc. throughout the publication, presentation, or web site.
- Use the same color palette throughout.
- Repeat a color, shape, or texture in different areas throughout.
- Choose visuals that share a similar color, theme, or shape.
- Line up photographs and text with the same grid lines.
Source:
http://www.online.tusc.k12.al.us/tutorials/grdesign/grdesign.htm#princdes
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