GD Toolkit Summary Notes - Lesson 2

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Graphic Design Principles
2.05
Graphic Design
Principles
ALIGNMENT Alignment allows us to create order and organisation.
Aligning elements allows them to create a visual connection with each other.
The two basic alignment principles are Edge Alignment and Centre Alignment.
BALANCE Balance is the weight distributed in the design by the
placement of your elements. Provides stability and structure to a design. E.G.
A large shape close to the centre can be balanced by a small shape close to
the edge.
Symmetrical balance occurs when the visual weight is evenly divided in
terms of horizontal, vertical or radial. This style relies on a balance of two
similar elements from two different sides.
Asymmetrical balance occurs when the visual weight of design elements are
not evenly distributed in the central axis. This style relies on visual games,
such as scale, contrast and colour to achieve a balance.
CONTRAST Contrast is the juxtaposition of opposing elements (opposite
colours on the colour wheel, or value light/dark, or direction horizontal/
vertical).
Contrast allows us to emphasise or highlight key elements in your design.
Without Contrast a design can seem uninteresting and not be clear what to
look at first.
Types of contrast include Size, Value, Quantity, Weight, Placement & Texture
PROXIMITY Proximity is simply the process of ensuring related design
elements are grouped together. Any unrelated items, should be spaced apart.
Close proximity indicates that items are connected or have a relationship
to each other and become one visual unit which helps to organise or give
structure to a layout.
Proximity doesn’t mean that elements have to be placed together, it means
they should be visually connected in some way.
REPETITION Repetition strengthens a design by tying together individual
elements. It helps create association and consistency. Repetition can create
rhythm (a feeling of organised movement).