The Principles of Design | FREE COURSE

Summary

Graphic designer Laura Keung introduces the principles of design, essential for creating visually appealing and functional compositions. She discusses balance, unity, contrast, emphasis, repetition, pattern, rhythm, movement, proportion, and harmony, using examples from Envato Elements. Keung explains how understanding these principles can enhance design skills and help communicate messages effectively.

Takeaways

• 🎨 **Balance**: Achieving visual stability in design by distributing elements and their visual weight evenly across a composition.
• 🔍 **Unity**: Creating harmony among design elements to establish a cohesive and organic relationship between them.
• 🆚 **Contrast**: Differentiating design elements to establish visual hierarchies and guide the viewer's attention.
• 🌟 **Emphasis**: Directing the viewer's focus to a specific design element through the use of color, lines, and spatial relationships.
• 🔁 **Repetition**: Using the same design elements consistently to create a sense of consistency and rhythm throughout a design.
• 🌀 **Pattern**: Repeating multiple design elements to enhance the viewer's experience and add depth to the design.
• 📈 **Rhythm**: Establishing a visual tempo by repeating elements with variation to create a sense of movement in the design.
• 🚀 **Movement**: Guiding the viewer's eye through a design by creating a dynamic composition that leads to specific elements.
• 📐 **Proportion**: Ensuring that all design elements relate well to each other to create a sense of unity, balance, and harmony.
• 🎭 **Harmony**: Achieving a cohesive look in a design by using related elements, such as color palettes, typefaces, and styles.
• 🌈 **Variety**: Introducing contrast and tension in a design by mixing different shapes, colors, or typefaces to intrigue the viewer.

Q & A

What are the principles of design according to Laura Keung?

The principles of design include balance, unity, contrast, emphasis, repetition, pattern, rhythm, movement, proportion, and harmony.

How does balance create stability in a design piece?

Balance creates stability by ensuring that every element on the page carries a visual weight, which can be achieved through scales, shapes, colors, and textures.

What is an example of symmetrical balance in design?

A book cover design where a vertical line through the center shows equal amounts of elements on both left and right sides, with matching colors, exemplifies symmetrical balance.

How does unity contribute to a design piece?

Unity is the harmony produced by all elements in a design, creating a natural relationship between them, which helps in organizing the design in a cohesive manner.

What role does contrast play in design?

Contrast creates visual hierarchies by highlighting differences between design elements, guiding the viewer's attention to certain elements that stand out more.

How does emphasis help in a design?

Emphasis is used to draw the viewer's attention to a specific design element, often achieved through the use of color, lines, and positive and negative space relationships.

What is the purpose of repetition in design?

Repetition is used to create consistency by repeating the same element throughout the design, which can be a typeface, graphic element, or grid structure.

How does pattern differ from repetition in design?

While repetition involves a single element, pattern is the repetition of multiple design elements that enhance the viewer's experience of the final design.

What is the significance of rhythm in design?

Rhythm is the visual tempo created by a combination of elements used repeatedly throughout the design with variation, which helps create organized movement.

How does movement in design guide the viewer's eyes?

Movement refers to the path the eyes take through a design composition, guiding the viewer to specific elements or the most important parts of the composition.

What is the importance of proportion in a design?

Proportion creates a sense of unity by ensuring all design elements relate well to each other, contributing to balance and harmony in the composition.

How does harmony help in creating a cohesive design?

Harmony is the sense of cohesiveness between elements in a design composition, achieved through related color palettes, typefaces, and styles, without being identical.

What is the role of variety in design?

Variety creates contrast and tension in a design, making it intriguing for the viewer by mixing different elements, such as organic and geometric shapes, as long as they enhance the design's theme.

How can Envato Elements assist in design work?

Envato Elements is a resource for high-quality templates, photographs, fonts, and more, which can be used to understand and apply design principles effectively.

Outlines

00:00

🎨 Principles of Design: Balance and Unity

In this segment, Laura Keung introduces the principles of design, emphasizing the importance of understanding these rules to create visually appealing and functional designs. She discusses the first principle, balance, which is crucial for stability in design. Balance can be achieved through elements like scale, shape, color, and texture. Laura provides examples, including a book cover with symmetrical balance and a flyer with asymmetrical balance, to illustrate how visual weight is managed. The second principle, unity, is then introduced as the harmony among design elements, creating a natural relationship. Examples such as a poster for a design museum and a back-to-school flyer from Envato Elements demonstrate unity through consistent color palettes and related illustrations.

05:05

🌈 Design Principles: Contrast, Emphasis, and Repetition

Laura Keung continues the discussion on design principles with contrast, which is about the visual differences between elements to create hierarchies and guide the viewer's attention. She shows how contrasting colors and typefaces can make a poster stand out. Emphasis, the next principle, is about drawing the viewer's attention to a specific element through color, lines, and relationships. Examples like a book cover and a flyer with a pineapple illustrate how contrast naturally leads to emphasis. Repetition, the final principle covered in this paragraph, is about consistency created by repeating elements like typefaces or graphic elements. A minimalist poster and a branding example from Envato Elements showcase how repetition can enhance a design.

10:08

🔄 Design Principles: Pattern, Rhythm, and Movement

This section delves into pattern, which involves the repetition of multiple design elements to enhance the viewer's experience. An example of an intricate pattern in a poster demonstrates how patterns can be used without overwhelming the design. Rhythm, the next principle, is described as the visual tempo created by the repetition of elements with variation, which adds organized movement to a design. A background with varying block sizes and colors illustrates this concept. Movement, the path the eye takes through a design, is essential for leading the viewer to important elements. Examples include a poster with a dynamic image and a flyer with branches that add organic movement.

15:08

📐 Principles of Design: Proportion, Harmony, and Variety

Laura Keung discusses proportion, the sense of unity created when design elements relate well to each other, ensuring balance and harmony. A poster with a clear subject and supporting elements demonstrates proportion. Harmony, the cohesiveness between elements, is explored through a book cover with a consistent color palette and related typefaces. Variety, which adds contrast and tension, is shown through a poster that mixes different typefaces and a CD cover with a mix of geometric and organic shapes. The paragraph concludes with the importance of these principles in creating a strong composition and delivering a clear message.

20:09

🚀 Design Principles in Action: Editing and Resources

In the final paragraph, Laura emphasizes the importance of the design principles in the editing process, helping designers ensure their work is complete and functional. She encourages viewers to use these principles to understand and decode the structure and function of design pieces. The paragraph concludes with a plug for Envato Elements as a resource for creative templates and assets, and an invitation for viewers to explore more design courses and videos on the channel.

Keywords

💡Balance

Balance in design refers to the distribution of visual weight within a composition, creating a sense of stability and harmony. It can be achieved through symmetry or asymmetry, and involves elements like scale, shape, color, and texture. In the video, Laura Keung uses the example of a book cover with symmetrical balance, where elements are mirrored on either side of a central axis, demonstrating how balance contributes to a design's overall aesthetic and prevents it from appearing lopsided.

💡Unity

Unity in design is the harmony and consistency among all elements in a composition, which helps create a cohesive look. It is achieved by establishing relationships between different design elements, making them work together organically. The video illustrates this with a poster for a weekend design museum, where despite the creative and varied elements, there's a sense of unity due to the consistent use of typography and imagery that relate to each other.

💡Contrast

Contrast in design is the visual difference between elements, which helps create visual hierarchies and directs the viewer's attention. It can be achieved through color, shape, size, or texture differences. The script mentions a poster using contrasting colors and typefaces to make certain elements stand out, highlighting how contrast can be used to guide the viewer's eye and emphasize key information.

💡Emphasis

Emphasis is the design strategy used to draw attention to a specific element or aspect of a design. It can be achieved through the use of color, size, or unique design treatments. In the video, emphasis is exemplified by a book cover where a single head element is highlighted by changing its color and direction, making it stand out and drawing the viewer's focus to the title of the book.

💡Repetition

Repetition in design involves the recurrence of a particular element or elements to create consistency and unity throughout a design. It can be a typeface, a graphic element, or a pattern. The video provides an example of a minimalist poster where a leaf shape is repeated in different colors to create a consistent theme, demonstrating how repetition can enhance a design's overall impact.

💡Pattern

Pattern in design is the use of multiple related elements that are repeated to create a larger design structure. It can enhance the viewer's experience by adding visual interest. The script describes a business card example from Envato Elements where a simple elephant icon is used as a pattern, showing how patterns can be used to extend a brand's visual identity and create a memorable impression.

💡Rhythm

Rhythm in design refers to the visual tempo created by the organized repetition of elements with variation. It helps create a sense of movement and flow within a design. The video uses an example of a poster with a background of rectangles in varying sizes and colors to illustrate how rhythm can add a dynamic quality to a design, guiding the viewer's eye through the composition.

💡Movement

Movement in design is the path that the viewer's eye takes as it moves through the elements of a composition. It can be dynamic or static, and is often used to lead the viewer to specific elements. The script mentions a poster with a motorcycle image that draws the eye towards a child on the opposite side, showing how organic shapes and strong imagery can create a sense of movement and engagement.

💡Proportion

Proportion in design is the relationship of sizes, elements, and their arrangement in a composition, which contributes to a sense of unity and harmony. It helps establish a visual hierarchy. The video explains this with a poster example where the main title is prominently placed and sized, with supporting elements in smaller sizes, illustrating how proportion can guide the viewer's understanding of what information is most important.

💡Harmony

Harmony in design is the sense of cohesiveness and consistency among the elements in a composition, achieved through the use of similar colors, typefaces, or styles. It creates a pleasing and unified look. The script uses a CD cover example with pastel colors and geometric shapes that work well together, demonstrating how harmony can be achieved through careful selection of design elements that complement each other.

💡Variety

Variety in design introduces contrast and interest by incorporating a mix of different elements, such as shapes or typefaces. It can make a design more engaging for the viewer. The video describes a poster that uses a mix of different typefaces and a dynamic image to create variety, showing how a strategic mix of elements can add visual interest and enhance the overall design's appeal.

Highlights

The principles of design are essential for creating visually pleasing and functional work.

Laura Keung, a graphic designer with over 15 years of experience, introduces the principles of design.

Envato Elements is a resource for high-quality templates, photographs, fonts, and more.

Balance in design creates stability and is achieved through visual weight distribution.

Symmetrical balance is demonstrated with equal elements on both sides of a design.

Unity in design is about harmony and the relationship between elements.

Contrast creates visual hierarchies by differentiating design elements.

Emphasis directs the viewer's attention to specific design elements.

Repetition of elements creates consistency in design.

Pattern involves the repetition of multiple design elements to enhance viewer experience.

Rhythm is the visual tempo created by the repetition of elements with variation.

Movement in design refers to the path the eye takes through a composition.

Proportion is about the unity and relationship between design elements.

Harmony is the cohesiveness between elements in a design composition.

Variety adds contrast and tension in a design, making it intriguing for the viewer.

Understanding design principles helps in creating a strong and purposeful composition.

Envato Elements offers a wide range of assets for designers' projects.

Envato Tuts+ provides courses and videos for those new to design.

Transcripts

To create successful design pieces,

we need to understand the rules that make it work.

The principles of design are a set of rules that designers use in order to

create visually pleasing work in an organized and functional way.

Hi, my name is Laura Keung and

I am a graphic designer with over 15 years of experience.

In this course, we will talk about the principles of design.

And I will show you real life examples and templates from Envato Elements so

you can understand all about these principles.

Envato Elements is a great resource for high quality templates, photographs,

fonts, and much more.

Every design piece has a structure below the surface that make it work to look

balanced and visually pleasing.

So once you understand how these principles work,

you can then break the rules.

So let's get started with the first principle, balance.

Balance creates stability in a design piece.

So every element on the page carries a visual weight.

And that can be through different scales, shapes, colors, and even textures.

A lack of balance in the design piece can make a poster or

really, or on a page, look like it's falling toward one side.

So, balance would be something that feels grounded.

Let's take a look at some examples.

On this cover design for a book, we can see that there is a symmetrical balance.

So if you were to draw a vertical line through the cover,

we can see that there is an equal amount of elements on the left side and

the right side and the colors are the same.

So this is a very basic definition of what balance is.

The way this book cover achieves movement is by multiplying

the title of the book and making different skills,right?

So we can see that there is steps to it.

On the second example from a Envato Elements, we have a flyer and again,

if we were to draw a vertical line through the center of the flyer,

the pineapple is slightly off center.

And to counteract that, we have the title of the flyer summer party on

the left side with bigger typeface.

So, these helps counteract that weight and balance the poster beautifully.

A lack of balance, again,

it will make the poster feel like it's falling toward one side.

So it is very important to check for that.

The next principle of design is unity.

Unity is the harmony produced by all of the elements in a design piece and

how these elements create a relationship as organically as possible.

Let's take a look at some examples.

This first poster for the weekend design Museum is loud but it is still organized.

And that is the challenge with unity.

Museum design pieces tend to be a little bit more creative.

So we can see here that there is a relationship between the pictures

being very creative and also the way that typography is set.

We have big numbers and the months are rotated vertically so

that makes it already look different.

The way the captions are next to each of the pictures and

then the relationship all of these have in create with the big numbers

is just very natural and that is what you want with this design principle.

On the next example, we have an Envato Element flyer for back to school.

And the way that this flyer is incorporating unity is by having

a very specific color palette, and also the elements on

the illustrations that are being used they're all related.

The illustrations have the same styles.

So the basketball is not different from the airplane, let's say.

And this just works beautifully and very natural.

A lack of unity can make a design feel disorganized and cluttered.

So it is very important that unity can point the viewer to the right information.

The next principle of design is contrast.

Contrast refers to the level of difference between design elements to create visual

hierarchies.

So this can help the viewer go to certain elements because they stand out more.

and you can do so through the use of different colors, shapes and textures.

Let's take a look at some of the examples.

On this first poster, contrast is used with two different colors.

So the yellow and the purple.

This really makes the whole poster stand out a lot.

And then if we examine a little bit further, we can notice that there are two

different typefaces, if not three because of the language difference.

There is a Sans serif and a Slab serif font.

So, these also create contrast and then we can see contrast in shape.

Where it says Taiwanese waves, that is a circle or

a circular shape and so are the waves, right?

And then we have the typefaces or the textboxes there are just blocks so

that creates also contrast in shapes.

On our next example from Envato Elements, we have a magazine template and

there are multiple typographic elements using contrasts here.

It is important to create hierarchy, especially magazine design because

the readers need to know what elements are more important than others and

which ones should be read first.

So on this cover, the company profile text is bigger and also in all caps.

And that hints that this is the title of the publication and

then the rest of the text is just supporting.

So contrast can create a focal point and without it,

we can confuse the user, the viewer or the reader of the design.

Let's take a look at the next principle of design and that is emphasis.

Emphasis is a strategy used to get the viewers attention to a very

specific design element and you can do so through the use of color,

lines and positive and negative relationships.

Here the key is that as long as you have contrast, you will have emphasis.

Let's take a look at some examples.

On this book cover, we can see that emphasis is created by breaking

the repetition of the heads and changing the color of this head element.

The head direction also enhances the title of the book, the uncommitted.

So again, here as long as you have contrast, you will create emphasis.

On our Envato Elements example, we have a design with a pineapple.

And we can see that there are multiple lines going to the center and

pointing to the pineapple.

So, these are called leading lines.

And these give a hint to the reader to go to the most important

element here or the element that is key in a design.

So in this case that will be the pineapple and it has a very cool treatment to it.

Lack of emphasis in the design piece would make it look dull and boring.

And we want to do the opposite of that, so we can get the viewers' attention.

Let's take a look at our next principle of design, repetition.

Repetition is repeating the same element through a design to create consistency.

So this can be the same typeface, the same graphic element or

even the same grid if we're talking about a magazine.

On this first example,

we can see a minimalist poster featuring a leaf like shape at the top.

And this shape is repeated four times.

And to make it more interesting, it is set in different colors.

And it has a very cool effect with this superimposed look.

The rest of the poster looks very minimalist,

very straightforward and simple to let the leaf shapes shine through

On our Envato Elements example, we can see a branding soon.

And the repeating element here is the yellow wavy shape and

the color, we can see that on the letterhead and the envelopes.

They have in the sketchbook as well.

They have the wavy shape, and in brand design,

this helps create consistency and cohesiveness.

So our brand can look put together.

The next design principle is pattern.

Pattern is the repetition of multiple design elements

that will help enhance the viewer's experience of the final design.

So, our repetition focuses on a single element,

pattern is multiple elements that just expands through.

On this first example, we have this intricate pattern.

And we can see that the waves in the background has no clear direction but

they start from the bottom left toward the top right.

And we using patterns we have to be careful not to create a clumpy or

disorganized design or something easy.

So, in this case, the text is kept white and

there aren't multiple text boxes scattered through the poster.

It is just one text box with the date the important information and

then the pattern in the background.

If it was the opposite the user wouldn't know where to look.

So they wanted to keep this as simple as possible.

On our Enviro Elements example, we have a business card.

So in brand design,

It is important to create a pattern in order to extend the graphic line.

In this case, we have an elephant icon.

And it is a very simple pattern yet it is very impactful and very strong.

So this is also really good to create an atmosphere

through the pattern in brand design.

So it is excellent the colors are great and very punchy.

The next principle of design is rhythm.

Rhythm is the visual tempo of a combination of elements used repeatedly

throughout design, and with variation.

So this helps create movement but it is an organized type of movement.

And here that's the key word.

You won't really notice rhythm unless you really start to take apart a design piece.

And it sits more in the background but it really makes a difference.

On our first example, we can focus on the background rectangle.

And the colors on each block repeat without a very clear system.

And depending on their vibrancy they are bigger or smaller.

So for instance, the yellow blocks seem bigger than, say, the red blocks and

there are only two green blocks and the blue blocks are shorter.

There is rhythm to this design but not a clear system on how things repeat.

On our next example, we have this Envato Element flyer and

we can see that rhythm is created with a triangle element.

So if we were to have just that one, triangle in the center,

it would just be heavy and very static.

And because this is a concert, we want to make it exciting.

And by adding those triangles in different sizes and

colors, it just has more movement.

We can see that the yellow triangles are sort of the same size,

the same with a couple of the green ones.

So there is no clear system, but it is there.

The rhythm is there and the movement is there,

which is actually our next design principle.

Movements refers to the path our eyes take through a design composition.

So if we have a dynamic composition,

our eyes will move from different elements to different elements.

And if we're smart enough, we will use that to lead our viewers

to a very specific element or to the most important elements in a composition.

So on this very first example, we have a poster and it is very strong.

Let's say, it has a very energetic image, and

that adds movement toward the bottom right of the poster.

And here we have the motorcycle that occupies about two-thirds of the poster.

The wheel leads the eyes to the kid on the opposite side.

And to counteract these lines we have at the top of the poster

the text which is very simple, very straightforward.

On our Envato Elements example,

we can see that movement is added through the branches.

So organic shapes tend to add movement and

we can see that very clearly on this example.

Because at the bottom of the poster where the information is or

some of the information.

Is contained in a capsule or underlined and that helps create stability.

And that also grounds the poster but towards the middle of the poster,

there is movement with branches, there is movement with the illustration and

that's just creates a more interesting piece.

We can see also repetition of the movement with this detail here.

And that helps enhance the title of the flyer.

So movement is important again for the viewers so

they know to what elements they should go to.

The next principle of design is proportion.

Proportion is the sense of unity created when all of the design elements in

a composition relate well to each other and that cannot balance and harmony.

So for instance on this specific poster we have a good sense

of proportion of with the different type of graphical elements.

So at the very center, we have the name, can be the subject.

And then, we have the supporting elements on the sides.

And when we talk about proportion,

we're talking about how the main information is beg, in clearer and

then the supporting information it is in a smaller type size point

because that is secondary that is smaller, almost like a body copy in a magazine.

And that is our next example from the Envato Elements.

And in this example,

the main title is worked over the image on the left page it says HERO.

So that is the title.

And then we have the other two elements are the quote and the body copy.

And these are different sizes as well.

So the body copy, it is usually the heavy text that's where

all the information goes into or an interview.

And then we have the quotes that are used to enhance important parts of this

body copy.

The size of this quote would be in between the main title and the body copy.

So that's what we call a good sense of proportion.

If there was no proportion in a design and

then everything will look exactly the same.

You will look very static in the viewer or

the user wouldn't know which information is most important.

So the next principle of design is harmony.

Harmony is the sense of cohesiveness between the elements in a design

composition.

The elements in a composition shouldn't be all the same but

it should be somehow related and this can be done through The same color palette,

similar typefaces, or the same typefaces and times, and also similar styles.

So on our first example, we have this book cover, and

there are a few things going on here.

We have the sans serif, all caps text in the background.

Yellow is a bright color, but a little bit close to white.

So it's still, it is subdued, let's say.

And then we have the multiple text details that are handwritten.

And the handwriting is not the same on all of them, they are related.

And, well, these are different, they're all still made by hand.

So they're cousins, not siblings, let's say.

And the same can be said for the organic arrows, circles, and

scribbles used, they add a very specific personality to the whole cover.

But it still contrasts the background and brings it all together nicely.

And that's what we want when we talk about harmony.

In this Envato Elements example,

we have a CD cover that features pastel colors that work very well together.

And that is why it is important to spend some time choosing the right colors,

the right hues and shades, so your color palette can work in harmony.

We have multiple geometric shapes that contrast beautifully with

the organic image hidden in between the lines, that is a nice variety.

But also the diagonal strokes that go downward enhance these geometric shapes.

So they are not the same, but they are very similar to just enhance everything

and add some movement and some repetition without it being the same.

So we want them to be cousins, we don't exactly want them to be siblings.

The next principle of design is variety.

Variety creates contrast and tension in a design composition and

it can be intriguing for the viewer.

So, for instance, mixing organic shapes with geometric shapes,

it is different, but as long as it enhances the theme or

the concept of the design, it can work really, really well.

On this poster, we can see that variety is added through the use of a couple

of different typefaces.

So we have this dichotomy of using a very strict and a very rigid

grid that is then broken up by the use of the image and the handwriting.

So we have a sans-serif text block at the top left corner and

then at the bottom right too.

In all of these, only two elements that establish rigidity,

this is broken up by adding a handwriting font threading the middle.

And then we also have this very dynamic image on an angle.

And also we have this blue green background that just

sort of establishes commandment and is very heavy.

And again, it is broken up by the use of the handwriting and

this image on a perspective angle.

So that is a really good use of variety.

Key here is to have contrast.

So let's take a look at this next example from Envato Elements.

And here, we have the mix of different colors and typefaces.

Variety is added through how each compartment is used.

So sometimes there is text, sometimes there is an illustration or also an image.

So there is enough repetition to know that all of these compartments belong together.

But also enough variety to know that, again, they're not siblings, but

they're cousins.

The principles of design are the foundation for creating a composition.

They can help you create a structure that is strong,

and that is presented in the right way.

These principles can also help you understand how other designs are built,

or if you're missing a piece of the puzzle.

And I call this the editing process when you're designing something.

If you're missing an element or maybe you need to add another element,

so you're sure that your design can work with these rules.

And the use of these principles will help you design with purpose by giving function

to every single element in a composition.

And you can communicate a clear message that it isn't only about the message,

but how we carry it to deliver it cleanly and clearly.

And when you look at a design piece from now on, you will be able to decode it and

understand why each piece is there and what is its function.

If you're looking for a creative template, be sure to check out Envato Elements.

It is a great resource with photographs and fonts and

just multiple graphic templates.

There are so many different assets you can find there for your next project.

If you're new to design, be sure to check out our courses and videos on our channel.

My name is Laura Keung, and from all of us at Envato Tuts+,

thank you for watching and we'll see you on the next one.

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