Principles of Design

Newbrew Web Development Principles_Of_Design

The principles of design are ingredients to great visual communication. Balance, Symmetrical Balance, Asymmetrical Balance, Contrast, Direction, Economy, Emphasis, Proportion, Rhythm, and Unity.

First, begin by analyzing how the Elements of Design are effecting your art and the principles that can help you. Visually, there is little originality in design. Usually, we rearrange our own ideas as well as observations in our day-to-day activities. No matter how simple the design, there are certain principles that we must apply.


Balance is the result of one or more elements in the design that equal each other (visually) because they share a common element. Every object in nature has a structural balance. The symmetry of a flower petal and the chambers of a snail’s shell display structural balance.

Symmetrical Balance

Symmetrical (or formal) balance has elements of equal weight as well as tone put on both sides of an imaginary vertical line on the page and gives the feeling of permanence and stability.

Asymmetrical Balance

A major advantage of the asymmetrical layout is that it allows for the more dynamic use of white space. This is particularly important if you include illustrations. Asymmetrical (or informal) balance is unequal in place and intensity. To create an asymmetrical balance, there is an increase in intensity to compensate for the change in place. Intensity will increase by changing size, shape, and tone. For a particular job, We might choose to place the elements to one side of the picture plane. The white space on the other side acts as a counter-balancing force.


Contrast is also known as the “automatic principle.” Whenever you place an element within a format, you will create contrast in the various elements. This will give you the power of contrast in size, shape, color, texture, etc., etc. Contrast offers variety within a visual format thus giving you the power over the audience.


The use of direction is utilizing movement to create the visual illusion of displacement. This will help guide the eyes of your audience to where you need them to go. A great Element of Design that can visually illustrate direction is “line” because we naturally follow them.


The economy can affect the outcome of your design or project. In principle operating on the “slim” will affect the resources you need to complete the idea in your head. Especially important when dealing with clients, where their product or service is more critical than elaborating on design elements. Design like this can also be considered “precise,” or “simple.”


Emphasis is also known as dominance because it is usually the main focal point in the overall hierarchy of the composition. Also, this condition exists when an element or elements within a visual format contain a hierarchy of visual importance.


This is a direct relationship between the elements and how they sit next to each other within the composition. A two or three-dimensional element will define other elements of design in the overall visual communication.


Rhythm is a recurrence or repetition of one or more elements of design within a visual format. Using rhythm in your design will be beneficial because it will create a visual harmony for your audiences’ eyes.


Unity is known as “oneness,” “harmony,” “gestalt.” The whole design or composition is greater than the parts of its sum. It represents completeness with the use of all visual elements within a format, layout, and design.

Principles of design are necessary for any graphic design project to aid in communicating the graphic interest. However, in the planning of a basic design, Newbrew produces projects to suit the class of work, the copy, and the tastes of the customer. Appreciation of their importance will help you gain observational skills and practice for good judgment. This will produce satisfactory results without the need for any mathematical calculations.

Principles of Design | Newbrew Web Development