Principles Of Design
Balance
Balance refers to the equal distribution of visual weight for the images and graphics. On every layout, the elements need to have a visual weight, which is determined by its size, lightness or darkness, shape, and thickness of its lines. Balance is an important part of the success of a design. There are two types of balance: Symmetrical and Asymmetrical balance.
Image source: http://www.gdbasics.com/html/rhythm/designProblem1.html
Alignment
Alignment means that everything on the page should be placed in a studied manner. Images aligned with text, images aligned with images, lines with lines... and so on. The correct alignment creates cohesion and visual organization. It also eliminates messiness and creates a clean look.
Reference:
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Robin Williams. 2004. The Non-Designer's Design Book, Second Edition. Peachpit Press, Berkeley, CA, USA.
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Pdf: https://diegopiovesan.files.wordpress.com/2010/07/livro_-_the_non-designers_desi.pdf
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Be aware of where you place the important elements such as images, line, and text.
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Try to find something else in your design to align with,
even if the two objects are physically far away from each other. -
Try to avoid using more than one text alignment on the page; do not align some text and center another.
Contrast
The contrast between design elements can help elements stand out from others. Contrast helps create a design that it "easy on the eyes", that creates a path for the readers and that helps highlight certain aspects of your design.
Proximity
Proximity is when you group items together and move them closely together to create a cluster or a group. The basic idea of proximity is to organize. When grouping related items together into closer proximity, it automatically makes it more organized. It helps with the reader understand the categories.
Repetition
Repetition is when you repeat some aspects of the design in your entire layout. You can repeat elements such as the font type or size, the thick line at the end of a paragraph, the indentation at a certain point, the color... etc. Repetition is essentially the theme of your design and the reader can see that. It creates unity within the design and helps with organization.
White Space
White space is when you make sure that there is enough of nothing around the texts and graphics. It breaks up the elements on the page. White space provides a visual comfort for the eye. Adding white space to make your design makes it seem less cramped, overwhelming, or confusing. White space is not always the color white. It can be anything that provides empty space for the readers, which is also referred to as negartive space
