Design Principles Quick Reference
Balance
Evaluate whether your design feels stable and intentional
Consider symmetrical balance for formal, traditional feelings
Explore asymmetrical balance for more dynamic, modern approaches
Check for visual weight distribution across the composition
Ensure no single area feels disproportionately heavy or empty
Test radial balance for designs that focus on a central point
Contrast
Identify areas where contrast would enhance visual interest
Create size contrast between elements to establish hierarchy
Use color contrast to draw attention to important elements
Incorporate textural contrast to add depth and tactile interest
Apply typographic contrast through weight, style, or size variations
Consider conceptual contrast through unexpected juxtapositions
Ensure sufficient contrast for readability and accessibility
Rhythm and Movement
Create visual pathways that guide the eye through your design
Use repetition of elements to establish patterns and rhythm
Incorporate progression (gradual changes) to create movement
Consider how directional elements influence visual flow
Check that the eye naturally follows your intended sequence
Ensure movement supports rather than distracts from content
Test how the design reads at different distances or scales
Unity and Harmony
Ensure all elements feel like part of a cohesive whole
Use consistent treatment for similar elements
Group related items through proximity
Align elements to create order and relationship
Repeat colors, shapes, or textures to unify the design
Check that all elements support the central purpose
Evaluate whether any elements feel disconnected or random
Emphasis and Hierarchy
Identify the most important elements that need emphasis
Create clear focal points through size, color, or position
Establish a logical hierarchy of information
Ensure secondary elements support rather than compete with primary ones
Use white space strategically to highlight important elements
Test whether the eye is drawn to the most important content first
Check that emphasis aligns with functional priorities
Color Application
Select a color scheme appropriate to your purpose (monochromatic, analogous, etc.)
Apply the 60-30-10 rule for color distribution
Ensure colors work harmoniously together
Check that color choices support the emotional tone of your project
Consider cultural and contextual color associations
Test color accessibility for different vision types
Evaluate how colors appear in different lighting or contexts
Typography Effectiveness
Limit font selection to 1-2 typefaces
Create clear typographic hierarchy through size, weight, and style
Ensure appropriate line length for comfortable reading (45-75 characters)
Set line spacing (leading) to 120-150% of font size
Check for sufficient contrast between text and background
Align text appropriately for your content type
Test readability at intended viewing distance or size
Layout Structure
Apply grid structure appropriate to your content
Use the rule of thirds to create more dynamic compositions
Ensure consistent spacing between elements
Create logical groupings through proximity
Use white space intentionally to create breathing room
Check that layout supports the natural reading pattern
Test how the layout works across different formats or devices
Final Design Check
Step back (literally or figuratively) to assess overall impact
Get feedback from others on clarity and effectiveness
Check for consistency across all design elements
Ensure the design serves its primary purpose
Test how the design works in its intended context
Make final refinements based on holistic assessment
Document your design decisions for future reference