1. Design
principles

2. Design principles are ways of arranging or organising design elements.

3. Design principles
Focus
Space
Unity
Rhythm
Balance

4. Focus

5. About focus Focus is used to centre attention.
Design principles - Focus
About focus
Focus is used to centre attention.
Focus can be created by contrasting elements so that they attract attention.

6. The large light coloured face stands out from the darker background.
Design principles - Focus
The large light coloured face stands out from the darker background.

7. Design principles - Focus
A bright colour stands out against dull colours, just as a loud sound can stand out against a quiet sound.

8. Contrast and placement are effective ways to create focus.
Design principles - Focus
Contrast and placement are effective ways to create focus.

9. Dark tones stand out over light tones.
Design principles - Focus
Dark tones stand out over light tones.
Heavy lines stand out more than thin lines.
Bold patterns stand out more than fine patterns.

10. Strong colour stands out more than soft colour.
Design principles - Focus
Size and placement of text and images should relate the importance of information.
Strong colour stands out more than soft colour.

11. Lines and visual rhythms can move attention towards a focal point.
Design principles - Focus
Size and placement of text and images should relate the importance of information.
Lines and visual rhythms can move attention towards a focal point.

12. Design principles - Focus
Some designs have a single focal point. In these designs, the components are arranged to focus attention towards this point.

13. Other designs have multiple focal points for emphasis.
Design principles - Focus
Other designs have multiple focal points for emphasis.

14. Design principles - Focus
Some designs do not have a clear focal point. Repeated elements are used to keep the eye moving

15. Identifying focal points
Design principles - Focus
Identifying focal points
Primary focus
Secondary focus

16. Design principles - Focus
Primary focus
Secondary focus

17. Design principles - Focus
Primary focus
Primary focus
Secondary focus

18. Design principles - Focus
Secondary focus
Primary focus

19. Space

20. About space Space is the area in and around something.
Design principles - Space
About space
Space is the area in and around something.
Designing involves arranging design elements in space.

37. Design principles - Space
Three-dimensional designs have: • form • length • width • height and occupy space.

38. Design principles - Space
Space can be interior or exterior to an object, for example, a piece of furniture or a garment.

39. Design principles - Space
There is often a close relationship between a three-dimensional design and it’s surrounding space.

40. Design principles - Space
Two-dimensional designs are flat. They are developed on a two-dimensional surface such as a page, billboard, fabric or digital screen.

41. Design principles - Space
Design elements can be used in two-dimensional designs to create an illusion of three-dimensional space or depth.

42. Design principles - Space
Linear perspective is a mathematical method of creating an illusion of three-dimensional space on a flat surface.

43. Design principles - Space
The relative sizes of objects in space are worked out using a system involving lines receding to a vanishing point.

44. Design principles - Space
On a flat surface, a larger shape or form will appear closer than a smaller one.

45. Design principles - Space
Bright warm colours tend to advance in space and appear closer than dull, cool colours which tend to recede.

46. Unity

47. Design principles - Unity
About unity
Unity is achieved when all of the different elements in a design work together to create a unified whole.

48. Design principles - Unity
Using harmonious or closely related elements in a design can contribute to unity. For example, using only flowing, curving lines, shapes and forms.

49. Repeating the same elements throughout a design can help create unity.
Design principles - Unity
Repeating the same elements throughout a design can help create unity.

50. Design principles - Unity
Overlapping design elements can contribute to unity by creating a relationship between separate elements.

51. Linking elements can contribute to unity.
Design principles - Unity
Linking elements can contribute to unity.

52. Rhythm

53. Design principles - Rhythm
About rhythm
Rhythm is a feeling of structured movement created by the repetition of elements.

54. Design principles - Rhythm
Rhythm can be used to create a sense of movement in, through or around a design.

55. Rhythm is created by the repetition of elements.
Design principles - Rhythm
Rhythm is created by the repetition of elements.
Repeated elements and the spaces between them make patterns that we experience as rhythm.

56. Design principles - Rhythm
Repetition of elements and spaces create regular steady rhythms that have a feeling of order.

57. Design principles - Rhythm
Abstract placement of elements and spaces create irregular rhythms that have a sense of imbalance, tensions and expectation.

58. Balance

59. Design principles - Balance
About balance
Balance is achieved when things are in equilibrium. This is commonly achieved through an equal weighting or distribution of elements within a whole.

60. Design principles - Balance
Balance is important because it can create a feeling of stability. Balance is achieved by selecting and arranging text and images to control the distribution of ‘weight’.

61. Balance can be achieved by placing an object within a space.
Design principles - Balance
Balance can be achieved by placing an object within a space.
The focus here is the placement of the dozer. The text is used to balance the image.

62. Symmetry can create order, formality, calmness and stillness.
Design principles - Balance
Symmetry is created by dividing a space and the elements within it equally.
Symmetry can create order, formality, calmness and stillness.

63. Design principles - Balance
These designs have asymmetrical balance. When they are divided down the middle, there are different selections and arrangements of elements in each part. Asymmetry can look informal, natural and energetic.

64. Design principles - Balance
Placement
Higher smaller square has more energy
Orientation
Smaller square rotated off axis equalizes energy
Value
Darker value gives smaller square greater weight
Colour
Colour energizes smaller square

65. Defying gravity creates greater energy.
Design principles - Balance
Defying gravity creates greater energy.
Resting is more stable.