A green and teal shield shape features key design elements: a large white lowercase letter a, a white horizontal line above it, and a small blue and teal 3D cube at the top.
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The image is completely blank with a plain white background and no visible objects, text, or features.
The image is completely blank with a plain white background and no visible objects, text, or features.
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VCD 2024

Design
Principles.

Visual communication conveys meaning through visual language. Languages communicate meanings by applying principles of communication. English employs a grammatical structure known as syntax. Mathematics utilises numerical structure. Visual language employs various principles in creating two-dimensional compositions and three-dimensional forms. These principles of selection and arrangement of components, which are essential for a design to exist, are referred to as design principles. Through their application over time, these have evolved into design conventions.

Students may notice that different senior high school subjects use similar yet distinct lists of design principles. VCE Art CP, M&E, Visual Communication Design, and Product Design & Technology each have their own lists. This page refers to the Design Principles for VCE Visual Communication Design.

Takeaways

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Design Principles

Design principles are conventions that guide the selection, arrangement, and composition of visual elements to communicate meaning in design effectively.

  • Balance: The distribution of visual weight, either symmetrically for stability or asymmetrically for dynamic energy.
  • Contrast: A visual difference between elements (e.g., colour, tone, shape) that creates emphasis and visual interest.
  • Figure-ground: The relationship between an object (figure) and its background (ground), influencing legibility and focus.
  • Cropping: Cutting or framing parts of an image to create emphasis or imply that content extends beyond the frame.
  • Hierarchy: The visual order in which information is seen and read, often established through scale, colour, and positioning.
  • Scale: The relative size of elements, used to suggest depth, importance, or attention.
  • Proportion: The ratio of dimensions within elements or formats, influencing balance and visual harmony.
  • Pattern: The repetition or alternation of visual components to create decoration, texture, or rhythm.
    A graphic featuring two large white circles side by side, partially set into a dark green lower half with a light green upper half background, uses simple design elements to evoke the look of glasses or binoculars.
    Balance.
    A geometric design featuring bold design elements: the left half black, right half blue, and a central circle split vertically—white on the left, orange on the right—overlapping both backgrounds for striking contrast.
    Contrast.
    A graphic featuring bold design elements: a large yellow left-pointing arrow and a right-pointing arrow overlapping on a purple background, with segments of each arrow missing where they intersect.
    Figure-ground.
    A bold, lowercase letter a in white is partially visible against an orange background, with the left and bottom parts of the a cut off by the edges, showcasing striking design elements.
    Cropping.
    Abstract design featuring three horizontal bands in light gray, red, and dark gray, each with a circle. Mirrored below for symmetry, this composition highlights bold design elements and reflection.
    Hierarchy.
    A yellow ruler with black markings stands vertically on the left, while another ruler lies horizontally on the right, both serving as design elements against a green background with two diagonal white lines between them.
    Scale.
    Minimalist image of a brown pair of chopsticks and a stylized triangle as design elements, resting on a light beige background, resembling the letters L and A side by side.
    Proportion.
    A geometric pattern features alternating red circles and dark gray squares in a grid. In the corners, red semicircles overlap gray squares, using design elements to create a symmetrical, abstract look on a white background.
    Pattern.
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    Design principles

    Balance
    Contrast
    Figure-ground
    Cropping
    Hierarchy
    Scale
    Proportion
    Pattern

    DESIGN Principles

    Introduction

    The Design principles are the conventions (fundamental strategies) for selection, arrangement, and composition in visual communication. The discussion of design principles is largely derived from the study of Messages and Interactive Experiences but is equally relevant to the study of Environments and Objects. Visual Communication Design refers to the design principles in all design fields.

    USING DESIGN ELEMENTS AND PRINCIPLES IN PRACTICAL EXERCISES

    Students may be asked to demonstrate their understanding of design elements and principles by drawing a specific shape or letter into a new composition. Other tasks require students to design visual communication using constraints, including design elements and principles. Students should be mindful that in demonstrating their understanding of these concepts through practical examples, they need to emphasise the selected element or principle. To achieve this successfully, they should ensure that their choice of element or principle is clearly focused on that aspect. For example, shapes should be depicted as a continuous figure, without the use of lines or tones.

    ON CHOOSING THE BEST DESIGN ELEMENTS AND PRINCIPLES FOR ANALYSIS QUESTIONS

    In written tasks requiring the analysis of design elements and principles, students should be aware that they must choose only those elements and principles that clearly suit the examples. Time spent carefully selecting the best and most emphasised elements and principles is well spent. Students should then concentrate their discussions solely on the element or principle being analysed.

    When discussing the role of design elements and principles, the correct usage of verbs is important. Students should note that an element is typically used to create an effect, while a principle often arises from the manipulation of an element. For example, different kinds of shapes (element) have been used to create contrast (principle).

    The Visual Communication Design Poster Pack Full features an infographic on key visual design principles with icons, descriptions, and examples—covering balance, contrast, cropping, pattern, proportion, hierarchy, and Gestalt principles.
    Order this poster to compliment your learning. Click on the image above to find out more. Alternatively, get a VCD poster set or find it in the VCD Theory Reference Kit.

    Balance

    A graphic featuring two large white circles side by side, partially set into a dark green lower half with a light green upper half background, uses simple design elements to evoke the look of glasses or binoculars.
    Balance symmetry.
    Abstract geometric design featuring thoughtful design elements—a dark green vertical stripe with a white semicircle beside a light green section with a white circle, all set on a clean white background.
    Balance asymmetry.
    Description

    Balance in visual communication refers to the arrangement of components on two sides of a seen or implied vertical axis. There are two ways to balance a composition.
    Symmetrical balance occurs when the two sides of the composition are the same, creating a mirror image of each other. Symmetrical balance results in a static, stable composition suited for informative or instructional visual communications.

    On the other hand, asymmetrical balance consists of two sides of a balanced yet not mirrored composition. Components of different sizes are assigned varying degrees of visual weight to achieve this off-centre balance. Visual weight is affected by modifying one or more of the following: tones, colours, sizes, or distance/ proximity to the central axis. Visual communications that utilise asymmetrical balance create a more dynamic composition and are well-suited for purposes that encourage audiences to engage with the design.

    Balance in communication design may also refer to elements positioned on either side of the horizontal axis. This includes a broader study of composition and encompasses grid layout, random layout, radial balance, spiral balance, and triangular composition.
    Balance in industrial and environmental design relates to the physical equilibrium of structures.

    IDENTIFY
    Identify the type of balance used in the visual communication: is it symmetrical or asymmetrical? Describe the components on each side that make up the composition and explain how they create the balance you have identified.
    Discuss
    When describing balance, one must explain how that balance has been created. This usually involves discussing relevant design elements. The type of balance present in visual communication relates to its purpose. The analysis explains how the identified and explained balance contributes to the communication of ideas accordingly.
    Model answer

    Sample Question

    Describe the balance in the two 'balance icons'.

    Sample Answer

    The icon for symmetrical balance (above) employs symmetrical balance. Each side of the composition is identical, featuring the same shapes and colours.

    The icon for asymmetrical balance (also above) uses asymmetrical balance. The darker section on the left features a large white circle, while the right side contains a small white circle. The visual weights of both sides are balanced. The dark green possesses more visual weight but occupies less area. The small white circle has less visual weight, yet it is positioned further from the central axis, making it appear 'heavier'. This composition maintains asymmetrical balance.

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    contrast

    A geometric design featuring bold design elements: the left half black, right half blue, and a central circle split vertically—white on the left, orange on the right—overlapping both backgrounds for striking contrast.
    Description

    Contrast refers to a difference between two or more components of a visual communication.

    Varying any aesthetic qualities or components, including shape, colour, tone, texture, line, type, scale, or proportion, can create a contrast.

    Contrast is used to create emphasis, a focal point, and visual tension in a design and can assist with building hierarchy. It is used in partnership with other design elements and/or principles.

    IDENTIFY
    The aesthetic qualities or components used to create a contrast should be stated clearly, including whether colour, shape, texture, etc. are involved in creating the contrast.
    Discuss

    Contrast is referred to by adjectives like strong or subtle. Detail the extent of the contrast created, and then explain how it is achieved by referencing design elements, principles, or other aesthetic qualities.

    The type of contrast in visual communication relates to its purpose. The analysis clarifies how the identified and explained contrast contributes to the communication of ideas in that context.

    Model answer

    Sample Question

    Describe how contrast has been created on a beach festival poster.

    Sample Answer

    In a promotional poster for a beach festival, large, balloon-shaped type forms reading 'Summer Beach Festival' were coloured in bright primary colours reminiscent of those found on a beach ball. The title's colours and rounded shapes contrast strongly with a black-and-white checkered square background. This contrast makes the title appear to come forward and engage the target audience.'Summer Beach Festivals were in bright primary colours reminiscent of those found on a beach ball. Both the colours and the rounded shapes in the title contrast strongly with a black and white checkered squares background. This contrast made the title appear to come forward and engage the target audience.
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    Figure-ground

    A graphic featuring bold design elements: a large yellow left-pointing arrow and a right-pointing arrow overlapping on a purple background, with segments of each arrow missing where they intersect.
    Description

    Figure-ground refers to the relationship between a figure (shape, object, type) and its background. Although it shares most characteristics of the concepts' positive and negative shape' or 'form and counter form', figure-ground in visual communication emphasises the role of the ground beyond simply being a void in a composition.

    Figure-ground is instrumental in providing legibility in visual communication. However, designers may choose to emphasise figures by creating strong contrasts in colour, texture, etc., or to hide them in opposite ways. The strength of the figure-ground used is related to the purpose of visual communication. Logos often employ a strong ground relationship.

    IDENTIFY
    The aesthetic qualities or components that are being used to create the figure-ground relationship. State clearly if colour, shape, texture, etc. are being used.
    Discuss

    The strength of the figure-ground relationship. State clearly if it is a strong (contrasting)or weak (subtle or camouflaged) relationship.

    Describe the extent to which the figure-ground relationship contributes to the hierarchy of the purpose of the visual communication.

    Model answer

    Sample Question

    Describe the figure-ground in the wildlife logo.

    Sample Answer

    A black-and-white bird in a wildlife preservation logo contrasted strongly with its soft, grey, circular background, giving it a strong figure-ground relationship. The bird, constructed of triangular shapes, appeared to stand off the background, which was feathered at its edge. This strong relationship emphasises the subject of the logo, the bird.
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    Cropping

    A bold, lowercase letter a in white is partially visible against an orange background, with the left and bottom parts of the a cut off by the edges, showcasing striking design elements.
    Description
    Cropping refers to cutting a component in visual communication. This can be achieved through framing or masking. Cropping makes a vibrant statement, as it enables the use of oversized figures, making them appear to extend beyond the edge of the frame and into imaginary space. Cropping relates to an 'open' composition, where a figure extends beyond the frame. This differs from a 'closed' composition, where the figure is painted to be evenly surrounded by the ground.
    IDENTIFY
    The figure, the ground and the frame or format of the image.
    Discuss
    Discuss the extent to which a figure has been trimmed by a frame of a format, and evaluate the role of cropping in the purpose of visual communication. Ask yourself, why has cropping been used?
    Model answer

    Sample Question

    Describe how cropping has been used to emphasise the aesthetics of a Helvetica type form.

    Sample Answer

    The icon (above) features a bold lowercase letter 'a' offset and tightly cropped. This emphasises the interesting abstract shapes and counterforms of the typeface 'Helvetica' and gives more space to the orange ground as it intertwines back into the figure. This emphasises the curves of the type form rather than allowing the viewer to interpret it simply as a letter.
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    Hierarchy

    Abstract design featuring three horizontal bands in light gray, red, and dark gray, each with a circle. Mirrored below for symmetry, this composition highlights bold design elements and reflection.
    Description
    Hierarchy is a key design principle in Messages and Interactive Experiences. It refers to the order in which design components are seen and read. Hierarchy is created using design elements and principles, including scale, colour, shape, and other factors such as position and proximity. Objects nearer the centre and the top of a composition command more attention.
    IDENTIFY
    The components that create hierarchy in visual communication. Identify a minimum of three steps in the reading order.
    Discuss
    The way components are incorporated into design elements and principles establishes a hierarchy. Identify three steps in the reading order, and then explain how the reader might first be attracted to the visual communication before progressing through it, interpreting the information in a predetermined order of diminishing importance. Describe how each component interacts with the others.
    Model answer

    Sample Question

    Describe the use of hierarchy in the icon above.

    Sample Answer

    The icon (above) creates an effective hierarchy. A white dot contrasts in shape and tone with a red band, so it is read first. The red band is read second, appearing behind the white dot and sharing shape with the grey bands. Subsequent reading through the icon moves to the other grey dots and bands as they move away from the centre, and their tones diminish in contrast.
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    Scale

    A yellow ruler with black markings stands vertically on the left, while another ruler lies horizontally on the right, both serving as design elements against a green background with two diagonal white lines between them.
    Description
    Scale refers to the relative sizes of similar or identical objects in visual communications, including type forms, shapes, and images. In messages and interactive experiences, scale is crucial for establishing hierarchy, as larger elements tend to attract more attention. Additionally, scale creates depth, giving the illusion of three-dimensional space. In industrial and environmental design, scale is essential for sizing components in relation to other parts of structures or the human figure. It is expressed as a ratio, comparing the object's size to its representation.
    IDENTIFY

    The relative sizes of component parts are. Say which parts are the biggest and smallest.

    Relate this understanding to the discussion of hierarchy, depth and/or balance.

    Discuss

    Describe the effect of having components of different sizes. One may also choose to discuss the scale of a component relative to the size of the format itself.

    When designers are asked to apply one design to a variety of formats (poster, ticket, website, banner) they often have to change the scale of the components.

    Model answer

    Sample Question

    Describe how scale has been used to create hierarchy on the book cover.

    Sample Answer

    The cover of a booklet featured several stylised drawings of trees. Each tree was drawn with a similar shape but at a different size, creating an effect of depth on the cover. The large trees seemed to come forward, and the smaller ones receded. The title of the book was written on the bark of the largest and most central tree. Scale assisted in creating an effective hierarchy.
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    Proportion

    Minimalist image of a brown pair of chopsticks and a stylized triangle as design elements, resting on a light beige background, resembling the letters L and A side by side.
    Description

    Proportion refers to the ratio of the dimensions of a component. Two components may be similar in shape, however, the length and height of each are different. They are said to be of different proportions. One needs to be careful not to confuse proportion with scale. Proportion is not overall size, it refers to the ratio of height, width and/ or depth to each other.

    Different (presentation) formats also have different proportions. They have different heights and widths. Some easy-to-relate-to formats are;

    • Landscape
    • Portrait
    • Square
    • Widescreen (16x9)
    • TV (4x3)

    A similar design must be adjusted to suit the above formats, as they have different proportions.

    Proportion can also refer to how much of a kind of content. Think about the proportion of image to text on this page compared with the proportions of image to text on my artwork page. Very different.

    IDENTIFY

    The relative height, width, length, and depth of two or more components of a visual communication.

    Identify the format used in a visual communication. Compare it with others if required.

    Discuss

    Proportions of components referring to their heights, widths, etc. relative to each other. You may use adjectives such as tall, thin, squat, wide, condensed or extended.

    How the size and quantity of the components of a visual communication have been modified to suit formats of different proportions.

    The proportion of types of content to each other. This may relate to the discussion of balance and hierarchy.

    Model answer

    Sample Question

    Describe proportion in its icon.

    Sample Answer

    In the icon (above) there are two capital letter 'A's. They are from the same typeface. However, the proportions have been adjusted so that the left 'A' is tall and thin and the right, is short and fat. The two characters are of different proportions.
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    Pattern

    A dark gray circle serves as a backdrop for a white grid of intersecting lines, creating a pattern of squares that overlay the circle and highlight the use of design elements.
    Pattern repetition.
    A geometric pattern features alternating red circles and dark gray squares in a grid. In the corners, red semicircles overlap gray squares, using design elements to create a symmetrical, abstract look on a white background.
    Pattern alternation.
    Description

    The term " pattern " refers to the repetition of one or more visual units (shape, image, etc.). In our study, there are two kinds of patterns: repetition, where the same kind of visual unit repeats, and alternation, where different units repeat in a rhythm.
    Pattern can create shade, texture, or decoration. Patterns usually have historical and cultural origins and are a fantastic means to embed intercultural understanding into designs. Pattern-making has been a meaningful and cathartic human endeavour for centuries.

    IDENTIFY

    If the pattern is repeated or alternating, the kinds of visual components that make up the pattern using design elements or principles.

    The rhythm or density of the pattern units on the ground.

    The historical, national and cultural heritage of the pattern if any.

    Discuss

    The purpose, use or function of a pattern.

    The exact makeup of the pattern using design elements and/or principles.

    The kind of rhythm the pattern is producing.

    The overall aesthetic effect of the pattern.

    Model answer

    Sample Question

    Describe the pattern in the swatch of tartan cloth.

    Sample Answer

    'Tartan' cloth has a pattern made from woven thread. It is an alternating pattern formed by parallel horizontal and perpendicular lines of light and dark-coloured thread that seem to overlap and create layers above and below each other. In addition, other parallel lines with a much more widely spaced rhythm create squares of the base colour to form a kind of background. Tartan has a rich history as families from different regions in Scotland were known for their unique tartan design.
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    task

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    Show I know ...
    The following tasks are intended to help students stage their writing by separating the command functions of analysis. Choose appropriate examples of visual communication from the fields of Messages, Objects, Environments and Interactive Experiences.
    1.1 Identify
    Identify design principles that have been used to organise components in a visual communication.
    1.2 Describe

    (This is typically a difficult step, that students omit when they go directly to explain how...)

    Describe the kinds of design principles. Are they used symmetrically or asymmetrically or do they appear strongly or weakly?

    1.3 Explain, discuss
    Explain or discuss how the design principles have been created. Refer to the design elements that have been used to create the design principles and how they have been used.
    1.4 Compare
    Compare the ways designers have used one design principle to communicate different ideas in two visual communications.
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