设计原则

Focus: Balance is the visual distribution of weight in a composition so it feels stable.

• Symmetrical (formal) balance mirrors both sides of a central axis — calm and orderly.
• Asymmetrical (informal) balance uses different elements of equal visual weight — dynamic and lively.
• Radial balance arranges elements around a central point.
• Visual weight is affected by size, colour, value, texture, and position.
• A large, dull shape can balance a small, bright one on the other side.

Focus: Emphasis makes one part of a work stand out as the centre of interest (the focal point).

• A focal point is where the eye is drawn first; emphasis creates it.
• Emphasis is built through contrast — of size, colour, value, isolation, or placement.
• Convergence (lines that point) and the rule of thirds help locate a strong focal point.
• Subordination keeps other areas quieter so the focal point leads.
• A work may have one dominant focal point and smaller secondary accents.

Focus: Contrast is the difference between elements — it creates energy, variety, and readability.

• Contrast can be of value (light/dark), colour (complementary), shape, texture, or size.
• Strong contrast attracts attention and defines a focal point.
• Low contrast unifies a work and can feel calm, subtle, or moody.
• Contrast in direction (horizontal vs diagonal) adds movement.
• In graphic design, value and size contrast create clear visual hierarchy.

Focus: Movement leads the viewer's eye through a work; rhythm is the repetition that creates a visual beat.

• Movement is the path the eye takes, guided by line, edges, colour, and placement.
• Rhythm is created by repeating elements with regular or varied spacing.
• Types of rhythm: regular (even), flowing (curving), progressive (gradual change), and random.
• Directional forces (leading lines, gazes, gestures) create implied motion.
• Repetition with variation keeps rhythm interesting rather than monotonous.

Focus: Repetition reuses an element; pattern is the repeated element arranged in a predictable way.

• Repetition of shape, colour, or line builds unity and rhythm.
• A pattern is a repeated motif — regular (grid, tessellation) or irregular.
• Patterns can fill a shape, define a texture, or become the subject itself.
• Motif is the single unit that repeats; changing scale or colour varies the pattern.
• Too much repetition can feel monotonous; variation keeps it engaging.

Focus: Proportion is the size relationship between parts; scale is the size of the work or an element relative to something else.

• Proportion compares the sizes of parts within a work (e.g. head to body).
• Scale compares an element to the whole, to the human body, or to the real world.
• Hierarchical scale makes the most important element largest.
• Exaggerated or distorted proportion can express emotion or draw attention.
• The golden ratio and canon of proportions are historic guides to pleasing relationships.

Focus: Unity holds a work together as a whole; variety adds interest so it is not dull. Good design balances the two.

• Unity is a sense that all parts belong together (through repetition, proximity, and a limited palette).
• Variety is difference that adds interest and prevents monotony.
• Harmony comes from elements that are similar; tension from those that differ.
• Proximity (grouping) and continuity (alignment) strengthen unity.
• The best works achieve unity with variety — order that still surprises.

Focus: Composition is how all the elements and principles are arranged within the picture plane.

• The picture plane is the flat surface; its format (portrait, landscape, square) shapes the design.
• The rule of thirds places key elements along thirds lines and their intersections.
• Cropping decides what is included and what is cut, changing emphasis and tension.
• Leading lines, framing, and balance guide the eye and hold the composition together.
• A strong composition unifies the elements while creating a clear focal point.