Principles of Design

Given the project II brief, I was assigned into one of three group consisting of nursery rhymes: “Hey Diddle Diddle,” “Humpty Dumpty,” and “The Old Woman Who Lived in a Shoe,”

My assigned group was Humpty Dumpty. Hence I have to find images related to “Humpty dumpty” phrases. A total of ten images to be convert it into some dingbats that is of halftone, posterize, thresholds.

After which, I have to start creating a narrative composition that expresses each rhyme using only the given dingbats. The main aim of this project is to move beyond cliche solutions and habitual reaction to problem solving that leads to predictable results. Hence I have to manipulate, alter and deconstruct the images to re-invent new imagery.

But Before I start on the composition, there are Basic Design Principles I have to understand and take note in order to achieve a creative result for my narrative composition.


The four primary design principles are:

  1. Balance
  2. Contrast
  3. Unity
  4. Value & Color


  1. Balance

A design can create a mood simply by feeling organized and evenly balance. Sometimes a design can benefit by purposely unbalance feel.

image1   image2









  1. Contrast

Use of contrasting elements is a key to designing with impact. Extremes give a design interest and keep it from being static. Through careful use of contrast, a designer can emphasize the message.




  1. Unity

Unity may provide through the way the elements are assembled and through the choice of similar elements to begin with when appropriate. Several elements – from lines to type to shape – can be assembled to create a unified look that communicates the message to the viewer. The formal application of a unified structure to a format is sometimes called a grid.

image7 image8 image10


  1. Value & Color

Both value and color can be powerful communicators of mood. They can also provide order to a design and emphasize important elements.

image12 image13 image11