Principles of Design

Alignment

the lining up of components with each other based on the edges or guides within a composition.

Direction

the management of the movement of components within a composition.

Value

the measure of lightness and darkness in composition.

Placement

the position of items on a spread. Placement of elements within a page/spread determines the spatial relationship between elements and determines their relevance and significance.

Spatial Relationships

the relationship of all components within a composition and their position within space.

Proportion

the relative size and scale of components of a composition that create a feeling of unity; the relative size of all the components to the whole composition.

Scale

the relative size of one component to another.

Rhythm

the repetition or alternation of components within a composition.

Division

the use of white or negative space to separate or distinguish components in a composition.

Harmony

visual harmony means agreement between elements, and is a key component to developing the theme and visual appearance in a composition.

Component

Each of the elements placed within a composition: headline, subheadline, captions, copy, byline, photos, typography, banners, images, links, etc.

Grouping

elements that are unified as a whole based on proximity, similarity, continuation or alignment.

Balance

the distribution of the components of a composition giving it a stable feel or appearance. Balance may be symmetrical, asymmetrical, or radial.

Unity

the feeling of harmony between components of a composition, creating a sense of completeness.

Proximity

the grouping of objects based on their closeness to one another.

Concept

Abstract elements of theme, connotation, message and style.

Composition

The way in which components of a design are visually combined and arranged to create a final product.

Emphasis

a component that stands out in a composition and draws a viewer's attention.

Contrast

differences in color, size, shape, location or relationship that compares/creates differences in a composition.

Flow

guides a viewer through a composition by the placement of components.