1. Relationships Between
Design Principles and Elements

2. Balance
Balance in design is about how content and design elements are distributed over a
page or slide. Page design uses symmetry or asymmetry. A symmetrical design is one
with page content such as text, graphics and images balanced on either side of a
horizontal or vertical middle line. The shapes on one half of the page create a mirror
image of the other half. When design elements do not mirror one another on two
halves of the page, it creates asymmetry.
Vertical Symmetry Horizontal Symmetry
Asymmetry
Approximate
Vertical Symmetry
Radial Symmetry

3. Elements of design in Balance
Shape Line and Form
Shape, line and form can me used to create the
content of a design that has weight.
Shape Line Form

4. Elements of design in Balance
Space
Balance is created with the use of positive and
negative space in a design.
Positive Space in Red Negative Space in Red

5. Emphasis
The arrangement of elements to focus attention
on some aspect of the design, image or
meaning. The objects may be enlarged, the
colour made brighter, the contrast increased all
designed to make something more obvious.

6. Elements of Design used To Create
Emphasis
Elements of Design used To Create Emphasis
Proportion
Complexity

7. Elements of Design used To Create
Emphasis
Tone Saturation
Shape Hue
Line

8. Dominance
Dominance refers to emphasis in design. It is used to create interest,
depth and perspective and directs where the eye goes when looking at
a design. Three levels of dominance are used when constructing a
design, with different parts either:
• dominant – the part that creates the foreground and receives the
most emphasis.
• sub-dominant – the part that is in the middle ground and is
secondary to the dominant part or
• subordinate – the part in the background
with the least emphasis.
Dominance
Then read me
when you get
around to it.

9. Elements of Design use to Create
Dominance
These are much the same as those used to
create emphasis. The difference being in the
creation of a visual hierarchy we would use the
elements to a varying degree to create
dominant, sub-dominant and subordinate
aspects of a design.

10. Unity (proximity and repetition)
Unity is the relationship among the elements of
a visual design that helps all the elements
function together. Unity gives a sense of
oneness to a visual image. In other words, the
words and the images work together to create
meaning.
Unity helps organize a visual image, facilitating
interpretation and understanding.

11. Elements of Design used to Create
Unity
Unity Shape Unity Pattern Unity Colour
Unity Space/Proximity Unity Line Unity Alignment

12. Pattern
Pattern is the repetition or alteration of design elements to
create a visual unit. Patterns often occur in nature, and artists
use similar repeated motifs to create pattern in their work.
Pattern increases visual excitement by enriching surface interest.
Pattern Shape Pattern Line Pattern Texture Pattern Colour

13. Movement
Movement is the suggestion or illusion of motion in a design.
Movement Movement Colour (Tone) Movement Line Movement Shape

14. Rhythm
Rhythm is the repetition or alternation of elements, often with defined
intervals between them. Rhythm can create a sense of movement, and can
establish pattern and texture.
• Regular: A regular rhythm occurs when the intervals between the
elements, and often the elements themselves, are similar in size or
length.
• Flowing: A flowing rhythm gives a sense of movement, and is often more
organic in nature.
• Progressive: A progressive rhythm shows a sequence of forms through a
progression of steps
Regular - Space Flowing - Line Progressive – Shape & Tone