Balance – the elements of design converge to create an arrangement of parts that appear whole. Also understood as equilibrium.

Contrast – this is the "automatic principle." Whenever an element is placed within a format, contrast is automatically created between the element and its format.

Direction – this design principle utilizes every element of design to manipulate the viewer's focus. This principle is a directive and, if it fails, the viewer will become confused.

Economy – this principle operates "on the slim," and is used to eliminate unnecessary design elements.

Emphasis – also known as dominance, or the focal point. This principle operates on a hierarchical system, where references to levels of importance within a web site are developed with continuous or one-time-only design elements.

Proportion – the perception of size within a two-dimensional visual field.

Rhythm – this principle relies on the recurrence or repetition of one or more elements within a visual format.

Unity – this is the end product of all design elements and principles. Think "one-ness," or "harmony and peace." Web designers know unity is achieved when web site traffic increases and other web designers try to steal the code and imitate the design.