Principles Of Design

Emphasis/Focal Point/Hierarchy – is an area that first attracts attention in a composition. This area is more important when compared to the other objects or elements in a composition.  This can be by contrast of values, more colors, and placement in the format.

Balance – is a feeling of visual equality in shape, form, value, color, etc.  Balance can be symmetrical or evenly balanced or asymmetrical and un-evenly balanced.  Objects, values, colors, textures, shapes, forms, etc., can be used in creating a balance in a composition.

Unity – brings together a composition with similar units.  If your composition was using wavy lines and organic shapes you would stay with those types of lines and not put in just one geometric shape.

Contrast/Positive and Negative Space – offers some change in value creating a visual discord in a composition. Contrast shows the difference between shapes and can be used as a background to bring objects out and forward in a design. It can also be used to create an area of emphasis.

Directional Movement – is a visual flow through the composition. It can be the suggestion of motion in a design as you move from object to object by way of placement and position.

Rhythm – is a movement in which some elements recurs regularly.  Like a dance it will have a flow of objects that will seem to be like the beat of music.