6-1 Principles of Visual Design
Key Concepts
- Balance
- Contrast
- Emphasis
- Proportion
- Movement
- Repetition
Balance
Balance in visual design refers to the distribution of visual weight within a composition. It can be symmetrical, where elements are mirrored around a central axis, or asymmetrical, where elements are arranged in a way that creates a sense of equilibrium without mirroring. Balance ensures that no single element overpowers the others, creating a harmonious and stable design.
Example: A website homepage with a large image on the left and text on the right, creating a balanced layout that feels stable and visually appealing.
Contrast
Contrast involves the use of differences in color, size, shape, or other visual attributes to create visual interest and highlight important elements. High contrast can make certain elements stand out, while low contrast can create a more subtle and cohesive design. Contrast helps guide the viewer's eye to key information and adds dynamism to the design.
Example: A landing page with a dark background and bright, colorful call-to-action buttons that immediately draw the viewer's attention.
Emphasis
Emphasis is the technique of making certain elements stand out by contrasting them with their surroundings. This can be achieved through size, color, placement, or other visual attributes. Emphasis directs the viewer's attention to the most important elements, ensuring that the design communicates its message effectively.
Example: A product page where the main product image is larger and more prominent than other images, ensuring that the viewer focuses on the product.
Proportion
Proportion refers to the relative size of elements within a design. It involves creating a sense of scale and hierarchy among elements. Proper use of proportion helps establish a clear visual hierarchy, making it easier for viewers to understand the importance of each element. Proportion can also create a sense of harmony and balance in the design.
Example: A news article layout where the headline is significantly larger than the body text, indicating its importance and guiding the reader's attention.
Movement
Movement in visual design refers to the path the viewer's eye takes through the design, often created by elements like lines, shapes, and colors. Movement can be directed through the use of visual cues such as arrows, gradients, or the flow of elements from one area to another. Effective movement guides the viewer's eye through the design, ensuring they see all the important elements in the desired order.
Example: A website with a horizontal navigation bar that leads the viewer's eye from left to right, guiding them through the main sections of the site.
Repetition
Repetition involves the use of consistent elements throughout a design to create a sense of unity and cohesion. This can include repeating colors, shapes, fonts, or other visual elements. Repetition helps reinforce the design's message and creates a sense of consistency and professionalism. It also helps viewers recognize and remember the design.
Example: A branding guideline that specifies the consistent use of a logo, color palette, and font across all marketing materials, ensuring a cohesive brand identity.