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Design Principles

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Graphic Design -> Design Principles

Principles

Composition: Is it open or closed? In the composition, is there any conventional drawing, any use of a grid?

Figure: The main figure in the composition. Is it dominant or is the ground dominant? Is the figure or shape in the visual positive space?

Ground: The background of the visual may occupy more space in the visual than the figure and so be called ground dominant. Also, the ground and figure can be reversed so that the ground is negative space.

Balance: Balanced design can be achieved through the symmetrical or asymmetrical placement of objects or elements. Symmetrical balance gives a uniformity and stability to a visual communication whilst asymmetrical balance creates a dynamic composition.

Contrast: Contrast appears when there are opposites. Is there contrast between shape, scale, colour, serif and sans serif type? Are some parts of the visual small and others large? Is there brightness and darkness in tone, or a contrasting of texture such as rough textures in bricks contrasting with rose petals or skin?

Cropping: Has the image been cropped? Has part of the image been enlarged to appear closer to you? Is part of the image missing (cropped) to create interest in the visual?