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Some of those principles are closely related to the principles mentioned above. Gestalt Principles include similarity, continuation, closure, proximity, figure/ground, and symmetry & order (also called prägnanz). Color psychology and theory heavily influences some of the other principles mentioned earlier. The use of color in design is one of the most psychologically important parts of a design and has a huge influence on user experience. Good typographic design is heavily influenced by all of the other design principles mentioned earlier in this article. That includes the fonts used, their spacing, size, and weight, and the way different text elements relate to each other. Typography refers to the way text is arranged in a design. Some definitely fit the definition of “principles” while others are more like elements of design. These include typography, color, Gestalt Principles, grid and alignment, framing, and shape. Other principles of design are also touched upon in various articles on the subject. Insufficient contrast can make text content in particular very difficult to read, especially for people with visual impairments. Contrast is also a very important aspect of creating accessible designs. These differences make various elements stand out. While that sounds like a completely arbitrary term, what the client generally means is that the design needs more contrast.Ĭontrast refers to how different elements are in a design, particularly adjacent elements. One of the most common complaints designers have about client feedback often revolves around clients who say a design needs to “pop” more.

That said, the following twelve principles of visual design are those mentioned most often in articles and books on the subject. Basic Visual Design PrinciplesĪs already mentioned, there is no real consensus in the design community about what the main principles of design actually are. The main design principles are explained and illustrated below. In addition, there are another dozen or so “secondary” design principles that are sometimes included as basics (for example, the Gestalt Principles, typography, color, and framing). In reality, there are roughly a dozen basic principles of design that beginning and expert designers alike should keep in mind when working on their projects. Even the articles that agree on the number don’t necessarily agree on which ones should be included in that number. Search for “principles of design” and Google will return results for articles that include from five to more than a dozen individual visual design principles. And once that’s been figured out, which of these supposed design fundamentals should be included? One of the most difficult parts of talking about the principles of design is figuring out just how many principles there actually are (are there five? Seven? 10?). Listen to the audio version of this article

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