MEDIA AND

INFORMATION
LITERACY

VISUAL INFORMATION
AND MEDIA (PART 2)
Visual Design Principles

Catherine C. Bunque
Teacher II
Benigno S. Aquino National High School
LEARNERS WILL BE ABLE TO…
 discuss visual design principles (SSHS);
 identify and evaluate visual design principles used
in different visual media (SSHS); and
 produce and evaluates a creative visual-based
presentation using design principles and elements
(MIL11/12-VIM-IVc-10).
VISUAL DESIGN PRINCIPLES
Source: p. 130, MIL TG by CHED
1. CONSISTENCY
• Consistency of margins, typeface, typestyle,
and colors is necessary, especially in slide
presentations or documents that are more
than one page.

VISUAL DESIGN PRINCIPLES

Source: p. 130, MIL TG by CHED
Source: https://www.pinterest.com/pin/28077197647114171/
Source: https://gofishdigital.com/guide-design-consistency/
Source: http://www.loopassociates.com/projects/brand-consistency-leading-to-millions-in-cost-reduction/
2. CENTER OF INTEREST
• an area that first attracts attention in a composition
• important objects or elements in a composition
• can be achieved by contrast of values, more colors,
and placement

VISUAL DESIGN PRINCIPLES

Source: p. 130, MIL TG by CHED
Source: https://oss.adm.ntu.edu.sg/wheng004/tag/design/
Source: https://iactivedesign.wordpress.com/tag/graphic-design/
3. BALANCE
• visual equality in shape, form, value, color,
etc.
• can be symmetrical and evenly balanced, or
asymmetrical and unevenly balanced

VISUAL DESIGN PRINCIPLES

Source: p. 130, MIL TG by CHED
Source: http://operationwritehome.org/all-things-being-equal-balance-in-design/
Source:
http://en.koreaportal.com/
articles/7525/20160102/
one-punch-man-anime.htm
Source: https://oss.adm.ntu.edu.sg/wheng004/tag/design/
 4. HARMONY
• brings together a composition with similar units
• notice how similar harmony is to unity (some
sources list both terms)

VISUAL DESIGN PRINCIPLES

Source: p. 130, MIL TG by CHED
Source: https://oss.adm.ntu.edu.sg/wheng004/tag/design/
 5. CONTRAST
• offers some change in value creating a visual discord in
a composition
• shows the difference between shapes and can be used
as a background to bring objects out and forward in a
design
• can also be used to create an area of emphasis

VISUAL DESIGN PRINCIPLES

Source: p. 130, MIL TG by CHED
Source: https://oss.adm.ntu.edu.sg/wheng004/tag/design/
Source:
https://
www.designcontest.
com/blog/contrast-
in-design/
6. DIRECTIONAL MOVEMENT
• a visual flow through the composition
• can be the suggestion of motion in a design as
you move from object to object by way of
placement and position

VISUAL DESIGN PRINCIPLES

Source: p. 130, MIL TG by CHED
Source: https://oss.adm.ntu.edu.sg/wheng004/tag/design/
Source: https://webdesign.tutsplus.com/articles/visual-direction-in-web-design--
webdesign-2545
7. RHYTHM
• a movement in which some elements recur
regularly
• like a dance, it will have a flow of objects that
will seem to be like the beat of music

VISUAL DESIGN PRINCIPLES

Source: p. 130, MIL TG by CHED
Source: https://oss.adm.ntu.edu.sg/wheng004/tag/design/
Source: https://www.hatchdesign.ca/principles-of-design-part-2-rhythm/
 8. PERSPECTIVE
• created through the arrangement of objects in
two dimensional space to look like they appear
in real life
• learned meaning of the relationship between
different objects seen in space

VISUAL DESIGN PRINCIPLES

Source: p. 130, MIL TG by CHED
Source: https://www.youtube.com/watch?v=phWtQ2odZh0
Source: http://www.studentartguide.com/articles/one-point-perspective-drawing
Source: https://piaart.wordpress.com/two-point-perspective/
Photo Credit: Christian Dascalu
Source: https://www.cyprus-photo.com/2015/02/model-photo-shoot-at-saint-raphael-beach/g
 9. DOMINANCE
• gives interest, counteracting confusion and
monotony
• can be applied to one or more of the elements
to give emphasis

PRINCIPLES OF DESIGN
https://oss.adm.ntu.edu.sg/wheng004/tag/design/
Source: https://oss.adm.ntu.edu.sg/wheng004/tag/design/