Proportion & Balance in Design: Practical Guide

Written by Daisie Team

Published on 11 July 2023 6 min read

Design has its own language, and two of its most important words are "proportion" and "balance." If you've ever wondered how to explain the difference between proportion and balance, you're in the right place. This blog will walk you through the basics of these design principles, their practical applications, and how they're used by the pros. So, let's roll up our sleeves and dive into the exciting world of design proportions and balance!

1. Grasp the Basics of Proportion

Proportion is all about the relative size and scale of different elements in a design. Think of it as the recipe for your design—just like in cooking, getting the proportions right can make or break the final outcome. Let's breakdown some key concepts to help you understand proportions better:

Learn the Golden Ratio

Ever noticed how some designs just seem to "feel" right? That's often thanks to something called the Golden Ratio. It's a mathematical ratio commonly found in nature—that's approximately 1.618 to 1—and it's been used by artists and designers for centuries. The Golden Ratio can help you create designs that are aesthetically pleasing and feel natural to the human eye.

Explore Scale and Size

Scale and size are fundamental to understanding proportion in design. Scale refers to the size of an object compared to other objects in the design, while size is the actual dimensions of an object. Playing with scale and size can create interesting visual dynamics and help guide the viewer's eye around your design.

Understand the Rule of Thirds

Another handy tool in your design toolkit is the Rule of Thirds. Imagine your design divided into nine equal parts by two equally spaced horizontal lines and two equally spaced vertical lines. The Rule of Thirds suggests that placing key elements along these lines or at their intersections can create more tension, energy, and interest in your composition than simply centering the object.

Now that we've started to explain the difference between proportion and balance, we can see that proportion gives us a way to measure and structure our designs. But to bring a design fully to life, we need to add in balance. Let's dive into that next.

2. Master the Art of Balance

While proportion is about the relative size and scale of different elements, balance is how those elements are arranged. It's the visual weight that shapes, colors, and textures have in a design. Have you ever looked at a design and felt like one side was heavier than the other? That's balance at work. Let's break down the different types of balance:

Balance through Symmetry

One of the easiest ways to create balance is through symmetry. Think of a perfectly mirrored image, where the left and right side are identical. This type of balance is simple, clean, and can create a sense of calm and stability. Some of the world's most famous logos, like McDonald's and Apple, use symmetry to their advantage.

Balance through Asymmetry

Asymmetrical balance is a little trickier but can create dynamic, interesting designs. This is when different elements on each side of a design have equal visual weight but are not identical. For example, you might have a large, dark shape on one side of your design balanced by several smaller, lighter shapes on the other side.

Radial Balance in Design

Radial balance is when elements radiate from a central point. It's commonly seen in nature—like the petals on a flower—and can create a strong focal point in your designs. A good example is the design of a dartboard, where all elements radiate out from the bullseye.

So, to explain the difference between proportion and balance, proportion is about the size and scale of elements, while balance is about their arrangement and the visual weight they carry. But, this isn't just theory—it's time to see how these principles apply in the real world.

3. Apply Proportion and Balance

Now that we've unraveled the difference between proportion and balance, let's take a look at how these principles play out in real-life design scenarios.

Proportion in Logo Design

Proportion in logo design is all about the size and scale of different elements. For instance, consider the Nike logo. The swoosh is larger in proportion to the text, making it the focal point. This helps create a logo that's visually appealing and memorable.

Balance in Website Layouts

When it comes to website layouts, balance is key. Let's take Amazon's homepage as an example. It uses asymmetrical balance, with a heavy navigation bar on the left balanced by a lighter, content-rich area on the right. This balance helps guide the viewer's eye across the page, making it easier to navigate and improving user experience.

Proportion and Balance in Product Packaging

Product packaging is another area where proportion and balance come into play. For instance, Coca-Cola's iconic bottle design uses proportions based on the Golden Ratio, giving it an aesthetically pleasing shape. The logo and text are balanced on the front of the bottle, ensuring it looks good from every angle.

In conclusion, understanding the difference between proportion and balance—and how to apply these principles—can help you create more effective, visually appealing designs. Whether you're designing a logo, a website, or a product package, these principles are key to creating designs that not only look good but perform well.

4. Learn from the Experts

One of the best ways to understand the difference between proportion and balance is to study the work of accomplished designers. Let's take a look at a few examples.

Study the Works of Paul Rand

Paul Rand, an American graphic designer famous for his corporate logo designs, was a master of proportion. His IBM logo is a great example. The horizontal stripes are proportional to each other, creating a sense of harmony and balance. By studying his work, you can gain a deeper understanding of how proportion can impact a design's effectiveness and appeal.

Analyze Designs by Dieter Rams

German industrial designer Dieter Rams is known for his "less, but better" design philosophy. His products for Braun, such as the T3 pocket radio, showcase a perfect balance of form and function. The layout of the buttons, the size of the speaker, and the proportions of the overall device—all these elements work together to create a balanced, user-friendly design.

Inspiration from IKEA's Balanced Designs

Swedish furniture company IKEA is a great example of balance in design. Their products often feature asymmetrical balance, with different elements offsetting each other to create a cohesive whole. This can be seen in their Kallax shelving unit, where the different sized cubes balance each other out, making the unit functional and aesthetically pleasing.

By taking the time to study these examples, you can gain a greater understanding of how to apply proportion and balance in your own designs. Remember, it's not just about making things look good—it's about creating designs that work well and provide value to the user.

5. Practice Makes Perfect

Now that we've unraveled the difference between proportion and balance, and drawn inspiration from the masters, it's time to put theory into practice. Here are some exercises and challenges to help you hone your design skills.

Design Exercises to Improve Proportion Skills

Designing is much like muscle training—the more you practice, the stronger you get. To improve your understanding of proportion, try these activities:

Sketch out different logo designs, experimenting with different proportions between elements.
Create a poster design using the Golden Ratio. Use the ratio to determine the size of the elements and their placement.
Design a simple webpage layout using the Rule of Thirds. Position your elements—like headers, text blocks, and images—according to this rule.

Remember, these exercises aren't just about creating perfect designs. They're also about understanding why certain proportions work and others don't.

Balance Challenges to Test Your Knowledge

Understanding balance in design is a key skill. With these challenges, you can test your ability to create visually balanced designs:

Design a webpage layout that uses symmetry to achieve balance. This could involve positioning your elements in a way that they mirror each other.
Create an asymmetrical logo. The key here is to balance different elements so that no one part overpowers others.
Design a product package with radial balance. This means arranging elements in a circular pattern around a central point.

These exercises will help you develop a keen eye for balance, which is crucial in creating effective and engaging designs.

Feedback and Improvement

After you finish your design exercises, don't forget to step back and evaluate your work. Ask yourself: does it convey the intended message? Is it user-friendly? Is there a balance between its form and function? Don't hesitate to ask for feedback from peers or mentors—they could provide valuable insights that can help you improve your designs.

Remember, practice makes perfect. So, keep experimenting, keep learning, and never stop improving. Happy designing!

If you're looking to dive deeper into the world of proportion and balance in design, don't miss the workshop 'Finding The Balance' by Jessy Moussallem. This workshop will provide you with practical tips and techniques to master the art of balance in your designs, helping you create visually appealing and impactful works of art.