Principles of design



The number and names of the principles of design can be variable. Most lists include (scale, proportion, balance (symmetry), rhythm (pattern) (movement), emphasis (focal point), variety, contrast and unity). The principles are used in all visual design fields such as graphic design, industrial design, architecture and fine art. The principles govern the relationships of the elements used and organize the composition as a whole. Successful design incorporates the use of the principles and elements to serve the designer's purpose and visual goals. There is no hard and fast rule for their use - it is directed by intent. The designer's purpose drives the decisions made to achieve appropriate scale and good proportion, as well as the degree of harmony between all the elements achieved through the sensitive balance of variety and unity.

These concepts and elements drive all intentional design strategies. Awareness of the elements and principles is the first step in creating successful visual compositions.