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contrast

Contrast is a proximity in different elements of design to create a visual interest or focal point by highlighting on the dissimilarities.

Contrast can be formed by smooth and rough textures, dark and light values/colours and complementary colours on a colour wheel.

placement

shape

B B b b

The placement of the white circle adds emphasis on the top right of the image.

The presence of a different shape creates a focal point on the one and only circle.

emphasis

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size

Elements that are large in size will appear to be the most dominant among the other elements in an image.

Adding a bold in texts is also another example of emphasis.

What are the principles of design?

b

Emphasis in a design provides attention and significance to one specific part of an artwork.

Similar to contrast, design principle can be achieved via visual hierarchy of the elements such as placement/position, colour, size, shape and isolation.

colour

With the change of colours, especially complementary colours can immediately draw attention towards the centre of the image.

isolation

The principles of design are described as “a set of considerations that form the basis of any good product”. In other words, they are the foundation of being able to create a good design that is:

- Innovative

- User-friendly

- Aesthetic

- Unobstructive

- Sustainable

- Honest

- Detailed/Well-constructed

- Simple/Minimal

Isolation utilizes negative space to separate the focal point from the other elements.

weight

t h e

p r i n c i p l e s

Why are the principles of design important?

Many large companies in the market, especially companies that specializes in developing technologies such as Google, Apple, Microsoft and many more are already utilizing these principles of design.

These design principles are beneficial as they help to:

- provide guidance throughout the design process, ensuring to take any parts of design into consideration as much as possible

- review and assess the quality of a design in regards to the set of design principles, which also enables the designer to determine the succession of the design

- prompt innovation for further refinement or potential upgrades

- develop a shared understanding on what makes a good design, at the same time being utilized to evaluate on the designs

scale

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progressive

tile/tessallation

/ PROPORTION

spots/stripes

random

Tiles and tessallations can be commonly seen on surfaces and artworks.

Although it may not always be in a repetitive and regular manner, it does provide a organized structure with a mixture of symmetrical shapes and more than one geometrical shapes involved.

A progressive rhythm refers to a continuous duplication of a certain design element with either an identical or similar looking shape used to create movement.

With the use of negative space, the elements either gradually spreads out with larger gaps in between or vice versa for the progressive effect.

SIZE

Spots/stripes are another type of pattern inspired by nature, as seen on many animals such as giraffes, zebras and leopards, as well as on reptiles like snake scales, tortoise shells etc.

Elements of different sizes in relationships with each other.

pattern

Scale/proportion refers to the relationship between different elements with its respective size and ratio as one whole element.

A good design with good scale/proportion adds drama, emphasis and hierarchy.

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Rhythm with a random arrangement may not form a pattern, but still has a sense of harmony depending on the choice of colour combinations, size of elements and types of shapes.

Random rhythms also tend to look more abstract compared to the other types of rhythm.

RATIO

Elements related to each other

in a ratio appear together

in visual harmony.

rhythm/movement

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most common types of pattern:

A pattern is a regular arrangement of elements that are either repeated or alternated.

Patterns are often created with shapes, lines or colours.

geometric

regular

A geometrical pattern is formed with geometrical shapes with repetition to create a wallpaper-like design.

flowing

A regular rhythm usually demonstrates a clear direction of movement with design elements of the same or similar size.

This keeps a somewhat balanced proportion to ensure a constant visual weight throughout the design in overall.

Unlike a regular rhythm, rhythm with a flow are not necessary one-directional in terms of its visual movement.

Some examples of a flowing rhythm may also appear abstract, especially designs with more than one direction of movement/flow.

spiral

Rhythm/movement can be created by utilizing recurring elements to develop repetition and direct the movement of the viewer's eye throughout the design.

There are five different types of rhythm to create visual movement: random, regular, alternating, progressive and flowing.

The design elements are arranged in a certain manner to lead the viewer's eye towards the focal area/point.

Spiral patterns are often inspired by molluscs animals such as snails and the nautilus with spiral shells.

Many plant structures consist of spiral patterns such as leaves spiralling around their stems, flowerheads from sunflowers and even fruits like pineapple with a spiral structure.

symmetry

Symmetry can often be seen in nature, both in living things such as leaves, flowers, starfish etc. and non-living things like snowflake for example.

Symmetry can be mirrored/ reflected and even rotational, developing a form of repetition.

alternating

This type of rhythm involves design elements that are placed in an alternating arrangement, which is often seen as a pattern due to its repetition.

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balance

symmetrical

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Design elements that are arranged either in a symmetrical, asymmetrical or radial manner creates a sense of balance in terms of weight or importance.

Symmetrical balance refers to a sense of proportion from mirroring visual elements with the same visual weight on each side of an imaginary axis (can be vertical, horizontal or diagonal), which are usually perfectly identical.

O F D E S I G N

radial

Rotational symmetry is another type of symmetry where a visual element will appear the same when it is being rotated in a clockwise or anticlockwise direction.

However, some may only look the same when it is being rotated at a certain angle.

asymmetrical

Asymmetrical balance on the other hand is another type of symmetry that is also able to achieve a visually balanced composition like symmetrical balance, but with dissimilar halves instead.

Many famous artworks such as 'The Starry Night' by Van Gogh and 'The Great Wave' by Kanagawa both demonstrates asymmetrical balance.

harmony

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Harmony describes the arrangement of visual elements that appears coherent with a beautiful visual connection.

A design that involves the concepts of alignment, balance and sense of unity among all its design components will be able to successfully achieve harmony.

contrast

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