Visual Communication

These elements of design are present in areas such as: Graphic design, Web design, Photography, Illustration, Marketing,  and Art. 

The 4 Basic Principles of Visual Design

 (Contrast, Alignment, Repetition, Proximity)

• Contrast: If elements on your page are not the same, make them very different. Contrast attracts the attention of your viewers.

• Alignment: Nothing should be placed arbitrarily. Do not toss elements randomly at your page or simply try to fill space. Every element should have a visual connection with another on the page.

•  Repetition: Repeat visual elements throughout each page and your entire site. Repetition develops the organization and creates a strong brand.

• Proximity: Items related to each other should be grouped close together. Grouping organizes information and reduces clutter.

"...the basic principles of design that appear in

every well-designed piece of work."

- Robin Williams,

Other Essential Elements:

The Rule of Thirds: this guideline is thought to be a simplification of the golden mean. The golden mean is a ratio that has been used by visual artists for centuries as an aid to composition. When two things are in the proportion of 1:1.618 (approximately 3/8 to 5/8), they are said to be in the golden mean. Dividing the parts of an image according to this proportion helps to create a pleasing, balanced composition.

Space: the space taken up by (positive) or in between (negative) objects.

The rule of space applies to artwork (photography, advertising, illustration) picturing object(s) to which the artist wants to apply the illusion of movement.

Line: the visual path that enables the eye to move within the piece.

Shape: areas defined by edges within the piece, whether geometric or organic.

Size: Size is simply the relationship of the area occupied by one shape to that of another.

Color: hues with their various values and intensities.

Texture: surface qualities which translate into tactile illusions.

Value: Shading (lightness or darkness) used to emphasize form. 

Balance: Balance in design is the distribution of elements across the design. Balance is a visual interpretation of gravity in the design. Large, dense elements appear to be heavier while smaller elements appear to be lighter. You can balance designs in three ways: symmetrical balance, asymmetrical balance, and off-balance.

Unity: all parts of the design work together and everything looks like it belongs together. The design has consistency in terms of pattern, typography, visuals, style, rhythm etc. Unity refers to oneness, that the result is one cohesive design or visual design. 

Movement: Movement controls the eye’s flow through the composition. The flow of lines can move the eye across the page, image, or screen. 

Rhythm: Text and graphics should seem to be paced and patterned. A pattern, whether regular or irregular, also may create a sort of movement. In design, rhythmic movement has to do with repeating items strategically. Spacing is an effective application of this principle.

Perspective: refers to another kind of movement: the sense of movement into the distance or through a foreground, middle ground and background. There are four ways to composition can achieve the sense of perspective: horizon line, relative size and scale, linear movement, and atmospheric value.