Principals of Design

Balance is the concept of visual equilibrium, and relates to our physical sense of balance.

Proportion refers to the relative size and scale of the various elements in a design. 

Rhythm is created when one or more elements of design are used repeatedly to create a feeling of organized movement. Variety is essential to keep rhythm exciting and active, and moving the viewer around the artwork.  Rhythm creates a mood like music or dancing.

Unity is the feeling of harmony between all parts of the artwork creating a sense of completeness. Examples: Regarded in this way, unity discusses the need to tie the various elements of a work of art together. Unity is a measure of how the elements of a page seem to fit together - to belong together. A unified work of art represents first a whole, then the sum of its parts.
Emphasis is the part of the design that catches the viewer’s attention. Usually the artist will make one area stand out by contrasting it with other areas. The area will be different in size, color, texture, shape, etc. Examples:A focal point draws your attention to the most important element on the page. There are several techniques used to emphasize the most important object on a page.