The Principles of Design and Their Importance | Toptal

By Cameron Chapman on toptal.com

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The elements, or principles, of visual design include Contrast, Balance, Emphasis, Movement, White Space, Proportion, Hierarchy, Repetition, Rhythm, Pattern, Unity, and Variety. It refers to the importance of elements within a design and how they work together to create something that is aesthetically pleasing and optimizes the user experience. Contrast refers to how different elements are in a design, making them more easily discernible from one another. Repetition can be done in a number of ways: via repeating the same colors, typefaces, shapes, or other elements of a design. Variety should reinforce the other elements of a design and be used alongside them to create a more interesting and aesthetically pleasing outcome that improves the user’s experience.