Design principles

Design principles are fundamental guidelines or concepts in the visual arts used to help viewers understand a given scene.

Principles

Generally, design principles are used to guide the viewer's attention by manipulating various aspects of a visual idea. These principles include^[1]:

Scale

Examples of design principles: Scale, space, pattern, closure, balance, complementary colors, frame, grid

The measurements of objects can be proportional to their real-life counterparts or intentionally distorted. For example, an enlarged car placed in front of a house attracts the viewer's eye and adds emphasis.

White space

The room or distance between and within objects creates order, allowing groups to emerge. In addition to distance, perspective can change the perception of an image.

Movement

The illusion of motion can be created by repeating an object in a rhythmical way or bending its shape. For instance, a hovering phone implies that someone has answered an incoming call.

Patterns

Humans recognize repeating objects and distinguish them from unfamiliar ones, which can direct attention.

Closure

The principle of closure describes a psychological mechanism of human perception. Humans tend to automatically fill in missing parts when a pattern is implied.

Balance

Balance can be either symmetrical or asymmetrical. Symmetrical balance achieves a pleasing effect, while asymmetrical balance creates tension.

Tone, Value and Contrast

Changes in the characteristics of color can alter a viewer's perception. Increasing the contrast of an object makes it stand out. Adjusting the value (lightness or darkness) may enhance readability. Monochromatic, analogous, or complementary color schemes can be used to create a harmonious and pleasing effect.

Frame

The frame around objects in a scene confines them to one space, helping to define the composition.

Grid

Artists often use a grid to help arrange objects. Common methods include the rule of thirds (a 3x3 grid) and the golden ratio.

See also

• Composition (visual arts)
• Gestalt laws of grouping
• Interior design
• Landscape design
• Pattern language
• Elements of art
• Principles of art
• Color theory