By Guillermo Cedillo
There are four principles of design: balance, emphasis, rhythm, and unity. These principles of design help you to combine the visual elements into a good design.
Balance
Visual interest is what you balance in design. Different colors, shapes sizes, etc. create different degrees of interest. It is the distribution of this interest that you need to control.
Each element on a layout has visual weight that is determined by its size, darkness or lightness, and thickness of lines. There are two basic approaches to balance: symmetrical and asymmetrical.
Symmetrical balance is an arrangement of elements so that they are evenly distributed to the left and to the right of center. Symmetrical balance can communicate strength and stability and is appropriate for traditional and conservative publications, presentations, and web sites. Asymmetrical balance can imply contrast, variety, movement, surprise, and informality. It is appropriate for modern and entertaining publications, presentations, and web sites.

Symmetrical balance is achieved by placing elements in a very even fashion in the design. If you have a large, heavy element on the right side, you'll have a matching heavy element on the left. Centering is the easiest way to get a symmetrically balanced page. But be careful, as it can be difficult to create a centered design that doesn't look flat or boring. If you want a symmetrically balanced design, it's better to create the balance with different elements - such as an image on the left and a large block of heavier text to the right of it.
Asymmetrical balance is an arrangement of unlike objects of equal weight on each side of the page. Color, value, size, shape, and texture can be used as balancing elements. Asymmetrically balanced pages can be more challenging to design - as they don't have elements matched across the centerline of the design. For example, you might have a large element placed very close to the centerline of the design. To balance it asymmetrically, you might have a small element farther away from the centerline. If you think of your design as being on a teeter-totter or seesaw, a lighter element can balance a heavier one by being further away from the center of gravity. You can also use color or texture to balance an asymmetrical design.

Sometimes the purpose of the design makes an off-balance or discordant design work well. Designs that are off-balance suggest motion and action. They make people uncomfortable or uneasy. If the content of your design is also intended to be uncomfortable or make people think, a discordantly balanced design can work well.
Rhythm
Rhythm in design is also known asrepetition. Rhythm is a pattern created by repeating elements that are varied that allows your designs to develop an internal consistency that makes it easier for your customers to understand. Once the brain recognizes the pattern in the rhythm it can relax and understand the whole design.

Repetition (repeating similar elements in a consistent manner) and variation (a change in the form, size, or position of the elements) are the keys to visual rhythm. Placing elements in a layout at regular intervals creates a smooth, even rhythm and calm, relaxing mood. Sudden changes in the size and spacing of elements creates a fast, lively rhythm and an exciting mood.
Gestalt
Gestalt is a general description for the concepts that make unity and variety possible in design. It’s an ability of the mind to see unified “wholes” from the sum of complex visual parts. Some principles of gestalt are Proximity, Similarity, Continuance, Closure, Uniform Connectedness, and 1+1=3 Effects.

Emphasis
Emphasis (or dominance) in design provides the focal point for the piece. It is a way of making the element that is most important stand out in the design. Every layout needs a focal point to draw the reader’s eye to the important part of the layout. Generally, a focal point is created when one element is different from the rest but is necessary to avoid too many focal points, because it will defeat the purpose. When everything has equal emphasis at best it can make the piece appear busy, and at worst the design will be boring and unappealing.
Emphasis can be achieved by:
· Using semantic markup will provide some emphasis, even without any styles.
· Change the size of fonts or images to emphasize or de-emphasize them in the design. Use bold, black type for headings and subheads and much lighter text for all other text. Place a large picture next to a small bit of text.
· Using contrasting colors can provide emphasis. Use a series of evenly spaced, square photographs next to an outlined photograph with an unusual shape.
· Put an important piece of text on a curve or an angle while keeping all of the other type in straight columns.
· Use colored type or an unusual font for the most important information.
Unity
Unity (or proximity) helps all the elements look like they belong together. Readers need visual cues to let them know the piece is one unit-the text, headline, photographs, graphic images, and captions all go together. Elements that are positioned close to one another are related while elements that are farther apart are less related.

Unity can be accomplished by:
· Been consistent with the type font, sizes, and styles for headings, subheads, captions, headers, footers, etc. throughout the publication, presentation, or web site.
· Positioning elements that are to one another are related while elements that are farther apart are less related.
· Using only one or two typestyles and vary size or weight for contrast throughout the report.
· Repeat a color, shape, or texture in different areas throughout.
· Choose visuals that share a similar color, theme, or shape.
References
Web Style Guide: Basic Design Principles for Creating Web Sites, by Patrick J. Lynch and Sarah Horton.http://webstyleguide.com/
Gestalt psychology
http://en.wikipedia.org/wiki/Gestalt_perception
Unity In Design: Creating Harmony Between Design Elements, by Steven Bradley
http://www.vanseodesign.com/web-design/design-unity/
Art 104: Design and Composition
http://daphne.palomar.edu/design/Default.htm
The Basics of Graphic Design
http://www.online.tusc.k12.al.us/tutorials/grdesign/grdesign.htm