Short introduction with examples

 

Composition - the way design elements are arranged using design principles; layout (static, dynamic).
Example 1
Example 2
Example 3

 

Contrast - difference between elements (with size, color, value, position, etc.)
Example 1
Example 2
Example 3

 

Emphasis (focal point) – the main focus on in an artwork, usually achieved by contrast
Example 1
Example 2

 

Visual hierarchy/ Dominance - the varying degree of emphasis among design elements
Example 1
Example 2

 

Hierarchy of information - a visual hierarchy of text: the headline, subheading and body copy.
Example 1
Example 2

 

Scale - the comparison of one object to another in terms of size
Example 1
Example 2

 

Proportion - ratio; comparing parts to a whole in terms of size (golden ratio)
Example 1 (Parthenon, a former temple on the Athenian Acropolis, Greece)
Example 2
Example 3 (Emil Alzamora, Abyss)

 

Balance - the visual weight of each element is distributed in a way that makes the composition feel stable (symmetrical, asymmetrical, radial)
Example 1
Example 2
Example 3

 

Unity among variety creates harmony and interest

    
Unity - using similar or repeated elements in a design to create consistency
    
Variety - using different elements to create interest or contrast in an artwork
Example 1
Example 2
Example 3

 

Rhythm – repetition of elements in order to create a feeling of organized movement
Example 1
Example 2
Example 3

 

Visual movement - the path the viewer's eye takes through the design, often to areas of focus
Example 1
Example 2

 

Gestalt, Proximity - elements near each other are seen as a unit.
Example 1
Example 2 vs. Example 3

 

Gestalt, Figure Ground relationships (Positive/Negative space)
Example 1
Example 2

 

Grid - a structure made up of a series of intersecting lines used to align content and organize graphic elements.
Example 1
Example 2