The primary principles are 6 design rule that are used to create effective designs.
- Unity
- Unity is the control of variety. To create a unified look in a composition you can use up to 2 typefaces, create a color scheme, and make sure certain elements are repeating. You want things to look like they belong together but its also ok to have some variety and contrast.
- Variety
- Variety complements unity and is essential to adding contrast and interest to a design. Variety can create a focal point, and aid in the meaning of messages.
- Hierarchy
- Hierarchy refers to an arranged order. Using hierarchy in any composition is important to leading the viewers eye, establishing the importance of certain elements, and establishing depth. A hierarchy can also help in a practical way of breaking up information and helping readers quickly decipher information.
- Dominance
- Dominance is the prevailing influence of one element over another. This principle is similar to hierarchy. Dominant elements within a composition help to add contrast and a focal point in your composition.
- Proportion
- Proportion refers to the size relationships within a composition. Using appropriate proportions will make a design more understandable to the viewer. You want to make sure your elements feel like they are size and placed appropriately, relative to each other in order to establish the depth and hierarchy you are going to.
- Balance
- Balance is the visual distribution of elements in a composition. The four types of visual balance are symmetrical, asymmetrical, radial, and crystallographic.
- Symmetrical designs can be split down the middle horizontally or vertically and the reflecting sides would be very similar. This portrays a sense of evenness as the visual weight is the same reflected both ways.
- Asymmetrical designs are not the same on each side but both sides feel like they have about the same amount of space being taken.