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.