Contrast
When a design uses several elements (e.g., type, colour, size, line, shape, thickness), the goal is to make each one distinct. When elements look too similar, none stand out (left). Contrast allows designers to assign characteristics that set elements apart from each other. The dissimilarity, or contrast, piques people’s interest and draws them in (right). This is the reason contrast is often considered the most important design principle.
Repetition
Repetition helps designers establish relationships, develop organization and strengthen unity. Any number of elements can be repeated, including :
- sizes
- fonts
- shapes
- colours
- textures
- line thicknesses
- graphic concepts
- spatial relationship
Alignment
Skilled designers never place anything arbitrarily. All elements should relate to all others in some way. Alignment creates a clean, sophisticated look. In some cases, it can also suggest information hierarchy. Elements out of alignment can be jarring, as with the windows in the bottom row.
Proximity
When items are grouped or appear close together, they become a single visual unit, rather than several separate entities. Proximity helps organize information, reduces clutter and gives people a clear structure. When looking at this photo of a stained glass window.
John Deo Mockup | PSD Mockup 