I think by now y’all know what I am going to say lol.

Last week we talked about Principles of Design and we defined principles as concepts used to organize or arrange the structural elements of design.

We looked at three of those principles which were balance, hierarchy and contrast.  There are many writers who have established multiple principles; therefore we are going to look at three more. These are repetition, alignment and space.

  1. Repetition in a design, whether it be colour, font or font size is very important in a design. It is seen as a principle that help creates association and consistency within a design. As on writer said: repetition can create rhythm, a feeling of organized movement. Reid (nd) said there is nothing wrong with repetition. In fact she declared that it is a good thing for a design because it makes it more appealing to people. “If only one thing on your band poster is in blue italic sans-serif, it can read like an error. If three things are in blue italic sans-serif, you’ve created a motif and are back in control of your design. Therefore don’t be afraid to repeat fonts, shapes and even colours on your design. It just may be the “It” factor that makes people fall in love with your design.
  2. Alignment speaks to order and organization in a design. In Copperman’s work, she said that alignment “helps create a sharp, ordered appearance by ensuring the elements have a pleasing connection with each other.” In essence, aligning makes the design looks presentable as one without drawing the attention of the person to one section of the design. When elements are placed randomly in a design, it can make it look untidy. “When elements are aligned, they create a visual connection with each other that communicates a story.” Lasquite (nd). Use your design to create a story by using the alignment principle. You cannot go wrong.
  3. While other principles are occupied with telling you what, where and how to put words and objects on your design, Space is all about what you don’t put on a design. Copperman (2016) believes that what is eliminated from a page is just as important as what is laced in the page. She said “the parts of your design you choose to leave blank are just as important as the ones you’re filling with colours, text and images.” Space is known as White Space and Negative Space in some context. This principle is concerned with the simplicity of the design which may have positive effects. “Space is powerful when you want to deliver a direct message without the clutter of other design elements”. Lasquite (nd). In the end, we realise that what is in the design is just as important as what is left out. Too much elements may cause a clutter and the inability to focus in the right message. Sometimes simplicity works best.


Many persons have created lists of different principles that are fundamental to a design. It should be noted that while only six was described, no one principle can survive without the other. While not all is expected to be utilized at all times, a combination of three or four can make the perfect design for you. Until next time, thank for reading.


Lasquite M (nd) What Makes Good Design? Basic Elements and Principles
Retrieved from: https://visme.co/blog/elements-principles-good-design/

Reid M. (nd) The 7 principles of design

Retrieved from: https://99designs.com/blog/tips/principles-of-design/

The principles of design

Retrieved from: http://www.j6design.com.au/6-principles-of-design/


Additional reading

Shillcock R (2013 September 03) Using Alignment to Improve Your Designs

Retrieved from: https://webdesign.tutsplus.com/articles/using-alignment-to-improve-your-designs–webdesign-14501