Mastering the 12 Principles of Design for Miami's Creative Professionals

AVG Guild
Sep 9
3 min read

Updated: Sep 19

Understanding the Importance of Design Principles

Design principles are crucial for anyone involved in animation, VFX, or gaming. They guide our creative decisions and help us communicate effectively. Whether you’re working on a game interface or a stunning animation, these principles can elevate your work.

10 Principles of Design Breakdown

Here’s a breakdown of each principle, plus an example of how to use it when giving constructive feedback.

1. Balance

man balancing on 3 balls and tiers to portray the design principle of balance

What it is: The distribution of visual weight in a design. Balance can be symmetrical (mirrored), asymmetrical (different but equal in visual weight), or radial (elements arranged around a central point).

Form & Function: A balanced design feels stable and professional, while poor balance feels chaotic.

Feedback Tip: Instead of “It feels off,” try: “The left side feels heavier—could you balance it by enlarging or shifting elements on the right?”

2. Contrast

blue and orange depiction of an orange to represent the contrast design principle.

What it is: The difference between elements—light vs. dark, big vs. small, rough vs. smooth.

Form & Function: Contrast draws attention, creates hierarchy, and improves readability.

Feedback Tip: “Try increasing the contrast between the text and background so it’s easier to read.”

3. Emphasis

one brick turned the wrong way to portray the emphasis design principle.

What it is: Directing the viewer’s attention to the most important element. Can be achieved through lighting, color, size, and texture.

Form & Function: Without emphasis, the viewer won’t know where to look first.

Feedback Tip: “Right now everything has the same importance—could we highlight the main call-to-action more clearly?”

4. Proportion

A large fish in a small bowl and a small fish in a large bowl to showcase the design principle of proportion

What it is: The size relationship between elements.

Form & Function: Proper proportion creates realism and believability. Too much distortion distracts unless intentional.

Feedback Tip: “The character’s head feels oversized compared to the body—can we adjust the proportions?”

5. Hierarchy

3 shapes stacked to illustrate the design principal hierarchy

What it is: Organizing elements so the most important information is seen first.

Form & Function: Hierarchy guides the eye, especially in text-heavy layouts.

Feedback Tip: “Could we make the headline larger and the supporting text smaller to clarify the order of importance?”

6. Repetition

A fun pattern of a hand with a dot to show case the design principle of repetition

What it is: Reusing elements like colors, shapes, and/or fonts for consistency.

Form & Function: Builds unity and strengthens branding. Feelings of consistency and stability.

Feedback Tip: “Let’s repeat the same button style across all pages so users instantly recognize it.”

7. Movement

Movement design principle in a photograph of a spiraling staircase

What it is: How the eye travels through a design.

Form & Function: Good movement leads viewers where you want them to look.

Feedback Tip: “The eye stops at the corner instead of moving through—can we adjust the angle or layout to guide attention?”

8. Variety

An array of different shape and colored candies to emphasize the design principle of variety.

What it is: Using differences to keep a design interesting.

Form & Function: Without variety, design becomes boring; too much creates chaos.

Feedback Tip: “We’re seeing a lot of repetition—could we add variety in texture or color without breaking the style?”

9. White Space (or Negative Space)

An adorable white cat, begging with its paws isolated with a plain background to emphasize the design principle of white space or negative space.

What it is: The empty space around elements.

Form & Function: White space gives breathing room, improves focus, and reduces clutter.

Feedback Tip: “The design feels cramped—can we add more white space so the main elements stand out?”

10. Alignment

A few thick lines aligned to the left to enforce the design principle of alignment

What it is: Placing elements along common edges or lines.

Form & Function: Creates order, harmony, and professionalism.

Feedback Tip: “Some items aren’t aligned, which makes the layout look messy—could we snap them to a grid?”

Final Thoughts

The 10 principles of design are like a toolbox—knowing when and how to use each principle is what separates good design from great design. And when giving feedback, focusing on these principles turns vague comments into actionable advice that helps the whole team grow.