Principles and elements of design

Balance

Visual equilibrium in a design (symmetrical, asymmetrical, radial).

Contrast

Differences in color, size, or shape to create visual interest.

Emphasis

Focus on the most important elements.

Movement

Guides the viewer's eye across the design.

Proportion

Size relationship between elements.

Rhythm

Repetition or pattern to create consistency and flow.

Unity

Cohesion among all elements to create a harmonious design.

Variety

Use of different elements to maintain interest.

Space

The use of positive and negative space to organize content effectively.

Line

A path between two points that guides the eye.

Shape

Geometric, organic, or abstract forms.

Color

Sets the mood and conveys emotions.

Texture

The surface quality (real or implied).

Space

Positive (filled) and negative (empty) areas.

Form

3D objects with depth, height, and width.

Typography

Style and arrangement of text.

Scale

The size of elements in relation to each other.