Design Principles are a set of rules that form the basis of any good product.
Designers use develop standards to apply broadly applicable rules, guidelines, prejudices,
and design considerations with discretion. Professionals from a variety of fields—for
example, behavioral science, economics, physics, and ergonomics—laid the groundwork
for design concepts with their combined expertise and experience.
Contrast
One of the most common complaints designers receive as a clients’ feedback often
revolves around requests of making a design “pop” more. While that might seem to be an
abstract word, the client is referring to the need for more contrast in the design.
Contrast refers to how different elements are in a design, particularly adjacent elements.
Different features make elements stand out. Contrast is also a very important aspect of
creating accessible designs. Insufficient contrast can make text content in particular very
difficult to read, especially for people with visual impairments.
Balance
Every element of a design— typography, colors, images, graphics, and other design
elements all have visual weight. Some elements are heavy and catch the eye, while other
elements are more subtle. The placement of these elements on a page gives an impression
of balance.
There are two basic types of balance: symmetrical and asymmetrical. Symmetrical
designs layout elements of equal weight on either side of an imaginary center line.
Asymmetrical balance uses elements of differing weights, often laid out in relation to a
line that is not centered within the overall design.
Emphasis
The parts of a design that are meant to stand out are referred to as emphasis. In most cases,
this means the most important information the design is meant to convey.
Emphasis can also be used to reduce the impact of certain information. This is most
apparent in instances where “fine print” is used for ancillary information in a design. Tiny
typography tucked away at the bottom of a page carries much less weight than almost
anything else in a design and is therefore deemphasized.
Hierarchy
Information on a website is hierarchy. It refers to the significance of design elements. The
most vital components (or content) should be prominent and unmissable. The use of titles
and headings is the easiest way to display hierarchy. The title of a page should be given
the most weight, and as a result, it should stand out as the most significant feature on the
website. Headings and subheadings should be formatted in a way that demonstrates their
significance in relation to one another, as well as the title and body copy.
Repetition
Repetition is a powerful tool for reinforcing a concept. It’s also a perfect way to put a
concept with a lot of different elements together. Repetition may take several forms,
including repeating the same colors, typefaces, shapes, or other design elements.
Pattern
Patterns are nothing else than a set of interlocking design elements. Wallpaper patterns
are the most common type of pattern, and almost everyone is familiar with them. Patterns
may also refer to set guidelines for how certain elements are constructed in architecture.
As an example, the top navigation, is a design pattern that the vast majority of internet
users have encountered with.
White Space
White space, also known as “negative space,” refers to the areas of a design that don’t
include any design elements. Many new designers feel they need to fill every pixel with
some kind of element, ignoring the importance of white space. White space, on the
other hand, serves a variety of important functions in a design, the most important of
which is to allow elements of the design breath. Negative space may also be used to
draw attention to particular elements of a website.
Movement
The way the eye moves over a pattern is referred to as movement. The most crucial aspect
should be followed by the next most crucial, and so on. This is accomplished by
placement (the eye naturally follows on certain areas of a design first), focus, and other
previously described design elements.
Variety
Variety in design is used to create visual interest. A design that lacks variation can easily
become monotonous, causing the user to lose interest. Color, typography, photographs,
forms, and practically every other design feature can all be used to generate variety.
Unity
Unity refers to how well a design’s elements fit together. In a design, visual elements
should have consistent relationships with one another. Unity also ensures that ideas are
expressed in a straightforward and consistent manner. In comparison to designs with bad
unity, designs with good unity tend to be more coordinated, of higher quality, and
authority.
