5 Principles of Visual Design

Design Principles are used to describe fundamental ideas about the practice of good visual design to organize and arrange design elements in a way to create effective visual design. At Bock, we try to follow these principles in every project to make pleasing and interesting designs to look at.

Harmony or Unity in visual design means when the combination of the design elements relates or compliment each other. It can be achieved through repetition, continuation, rhythm, proximity and similarity. Harmony helps define different parts of elements into one visual image.


Structure helps to guide the layout of the design so that the design elements do not get cluttered or fall apart basically going against harmony. Structure also helps the viewers to go through the design in a systematic flow. While hierarchy, helps to define different elements based on weight of the fonts, size of elements, colors etc.


A single visual design may contain different elements like titles, sub-titles, heading, images etc. It is very important to create contrast between different sets of elements. For example, the contrast between foreground and background when using text on a image so there is no confusion for the viewers.


Balance in visual design means places elements in an aesthetically pleasing arrangement. There are basically three types of balance symmetrical, symmetrical and radial. Balance helps to create a sense of psychological equilibrium in visual design.


Emphasis helps to guide the eyes to important elements in visual design. Use highlights, colors, sizes to distinguish between elements to get viewers attention while going through the design.