Seven Principles of Visual Design

When I approach a visual design problem, these seven principles allow me to achieve the best solution. This writing is how I think about these principles in relation to my work, more than they are true definitions.

Rhythm

Rhythm is the movement created by the regular or irregular accents of formal elements. This effect can be achieved by patterned repetition, implied texture, or tactile texture. The recurrence of formal elements could include: color, line, shape, or value.

Emphasis

Emphasis occurs when special importance or significance is given to a specific element. This significance can be stressed using weight, color, value, proximity, or proportion. Individual elements are given varying levels of emphasis, beginning with the focal point and prioritizing the hierarchy to create a sense of balance.

Hierarchy

Hierarchy is created by the careful balance of emphasis throughout an artifact. The strongest hierarchy guides your eye through the elements based on the priorities set by the designer. The hierarchy should reinforce a sense of unity, variety, and harmony of formal elements within the artifact.

Proximity

Proximity is the relationship of space between elements, negative and positive.

Proportion

Proportion is measured by the relationship of size between elements. This relationship can be effected by the physical scale as well as the visual scale of an element.

Contrast

Contrast is created by the juxtaposition of differing elements, such as color, value, or proportion to produce a more dynamic expressiveness.

Color

Color is used to express emotion and emphasize the concepts being communicated by an artifact. Color can be manipulated and refined by employing basic tenets of color theory, such as color schemes (e.g. Monochromatic, Complementary, Triadic, or Analogous).