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Good design, much like anything, starts with understanding the basics. Applying the following design principles will help you avoid design disasters and allow you to communicate your key theme. You’ll find that it’s rare to see only one principle being used at a time as they all work in conjunction with each other.
 
Alignment
Lack of alignment creates a sloppy, unorganized look. Mixing too many alignments can have a similiar effect. However, it's also OK to break alignment when it serves a specific purpose such as to intentionally create tension or draw attention to a specific element on the page.
 
 
 
Balance
Balance provides stability and structure to a design. It’s the weight distributed in the design by the placement of your elements. The elements don’t necessarily need to be of the same size. Balance can be achieved by placing a large element on one side of your design and several small elements on the other side.
Balance can be achieved in 2 ways, either Symmetrical or Asymmetrical.
Symmetrical balance is achieved when the weight of the elements on both halves of the design is even, given a centre line. Asymmetrical balance is achieved by the use of contrast. A dark element would need to be balanced by several lighter elements.
 
Proximity
Proximity helps creates organisation. By grouping similar elements together or in close proximity, you create a relationship between those elements. It also provides a focal point and can give the reader and idea of where they should start and finish reading.
Proximity doesn’t mean that elements have to be placed together, it means they should be visually connected in someway.
 
Repetition
Repetition strengthens a design by tying together individual elements. It helps to create association and consistency.
The consistent repetition of an element is widely used in interior design. Elements can be as simple as colour, shapes, typefaces or even texture.
 
 
Contrast
Contrast allows you to emphasize or highlight key elements within your design. Contrast is created when two elements are total opposites. This doesn’t necessarily have to be colours either.
 
 

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