Five Design Principles

By: Jerrod Bain

Five Design Principles

Contrast Repetition

Balance

Color Type

The principle of contrast is related to the juxtaposition of graphics in an image whether they be contrasting colors, directions, or shading.

This image illustrates this principle because the vivid green hue lizard is so different that the pink. The contrast draws the eye to the “main” object.

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Contrast

Contrast Example 1

This photo illustrates contrast as the yellow of the leaf is such a different hue that the blue tone. The eye is draw to the contrasting color. Example

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Contrast Example 2

This photo illustrates contrast as the soft shades of white stand against the deep black. The colors contrast greatly.

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Contrast Example 3

This photo illustrates contrast as the shiny red ornament is surrounded by the varying shades and shadows of the snow. The red color “pops” due to contrast.Example

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The principle of repetition is related to the repeated presence of graphics in an image. Graphics do not have to be repeated exactly.

This image illustrates this principle because the pattern and colors are repeated as the image changes in size from left to right.

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Repetition

Repetition Example 1

While first two columns of bottles are identical, the repetition remains present throughout the entire image.

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Repetition Example 2

While there are different colors represented, the stacked hexagonal shapes of the pencils is repeated.

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Repetition Example 3

The square pattern of the glass tiles is repeated throughout the image even though the individual colors of the glass squares differ. Example

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The principle of balance is related to the weight of items in a image and their placement in relation to each other.

This image illustrates this principle because the man who is centered on the train track is kept in balance by similar content on both sides.

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Balance

Balance Example 1

This photo illustrates balance in that the woman is flanked by spheres of the same color. The image is balanced by content, as well as color and contrast.Example

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Balance Example 2

In this photo, the light and dark colors balance each other as do the images that are balanced by the horizontal line in the middle of the image. Example

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Balance Example 3

While this photo does not show “perfect” balance, the bird is in balance as the lines of the fence extend from the lower left corner to the upper right corner. Example

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The principle of color is related to color choices: color combinations, and the psychology of color.

This image illustrates this principle because the red (which contrasts against the black and white) conveys a passion or emotion that is felt between the two lovers.

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Color

Color Example 1

This photo illustrates color through the rich red hues that express the beauty of nature.

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Color Example 2

This photo illustrates color as the warm tones of the rays of sunlight softly move across the green trees and river.

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Color Example 3

The blue color in this image convey a sadness that can also be seen in the expression on the woman’s face.

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The principle of type is related to the choice of typeface: type styles, legibility, and the psychology of type.

This image illustrates this principle because the fun and colorful font choices convey the sense of fun that the creator was aiming for.

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Type

Type Example 1

The spooky font that was used to create the text on this cover express the scariness of the content that can be found within its pages. Example

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Type Example 2

While this book cover is relatively straight forward in its font, the word “love” is emphasized by the use of a romantic and free flowing font that is more expressive of a love letter.Example

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Type Example 3

The types used in this image show a variety of heights, fonts, thicknesses, and lengths. This variety could represent the varied services that are offered by a financial institution.Example

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