White space is the empty space in a design. It is also known as negative space. Contrary to the name white space does not technically have to be a clear white area in the design, it can be anything from space between paragraphs to the WWF logo.  In this article, we will take a deeper…

Emphasis in design means bringing more attention to a particular part of a visual composition. Have you ever looked at a design and noticed being drawn towards a particular part? If you answered Yes to the question, then this topic should help you understand why it happens. The part that caught your attention most probably…

What is the Movement principle of design? Movement means guiding the user’s eye to a predetermined path in a composition. When a viewer views a design they are first attracted to the focal points of the design. By careful placement of these focal points, designers can easily guide the viewer through the design. This is…

When the visual weight of the components of the design reaches an equilibrium then that design is called a Balanced Design. Have you ever looked at a design and thought that “something just seems off”? The design follows all the guidelines from adding contrast to correcting visual hierarchy but something just doesn’t seem right. This…

Variety means adding a change to disrupt the monotony of a composition. It creates visual interest in design. Variety can be achieved through a number of different factors, listed as Repetition and rhythm – unpredictable patterns on design Line – different lengths and weights Shape and scale – changing up the look of some elements…

What is unity in design? Unity in design means creating a sense of visual similarity between different elements in a composition. It unites all the elements used in a composition and balances them with each other to create a sense of visual similarity. In this article, we’ll be talking about unity and its example with…

In a composition, proportion refers to the relationship between objects with reference to their size and visual weight. It is one of the easier design principles to understand that mainly focuses on the comparison of shapes and sizes of elements in relation to another. For size, making an element LARGER gives it much higher importance…

A point on itself is an abstract object defined by a coordinate that is not tangible (seen or be felt). It is a single entity that functions as a focal point in a composition of its own. In this article, we will be looking into what a point basically is and how it is used…