Designers use the principles of design to help deliver a message to a target audience in a clear, efficient and precise manner. The principles help designers control which parts of the message are seen first, second, third, etc. Use them to your advantage—they are powerful.

The principles of design are your ultimate goal. Use them as guidelines to help you improve your design work.

(An interesting look at how design principles are used in interior design)

Emphasis

Make the most important thing the largest. It’s that simple.

Emphasis directs the viewer to what you want them to see first.

The designer’s objective is to deliver a message, so… emphasis helps designers control which part of the message is delivered first, second, third, etc.

It also helps to organize the layout. As the eye looks for an organization, we tend to look at the things that are most different first (emphasis is all about the contrast between things). This may be the largest element, smallest, lightest, brightest, most colorful, etc. There are many ways we can emphasize our starting point…

Emphasis through color, size, value contrast, and isolation.

Emphasis through isolation and contrasting textures and colors.

• Notice the cool colors recede, and the warm yellow advances

The emphasis of the whole

• We see the “whole” first—the tree and apple core
• Shows where in nature these fruit chips came from – a tree/apple
• We are intrigued by the drawings made from them

Emphasis through placement, design style and motion

• Contrast a busy, moving, and “alive” background with a stationary, calm person standing in front. (Selling styrofoam)
• Making light of themselves as “movie star” salespeople