Once you understand the core principles, the next step is adding layers that make your design memorable. These principles don’t just make things look better, they make them feel alive.
Proximity – Grouping with Purpose
Proximity is about spacing. Items close together feel connected; items spaced apart feel unrelated.
On e-commerce sites, product images, titles, prices, and “Add to Cart” buttons are grouped. Without proximity, the page would feel messy and confusing.
Repetition – Creating Recognition
Consistency breeds trust. When buttons look the same across a site, users feel confident.
- Repetition of colors strengthens brand recall
- Repetition of shapes creates rhythm
- Repetition of styles (like icons) avoids visual noise
Let’s looks at Airbnb –
Airbnb’s design language is a great example of how repetition builds trust. Notice how almost every UI element, from images to cards to buttons, uses rounded corners. This repetition creates a subconscious feeling of friendliness and safety, which aligns with Airbnb’s mission: helping strangers feel at home.
Beyond corners, Airbnb repeats its color scheme (red accents on a clean white background) and typography across its app and website. Users might not consciously notice it, but this repetition means they instantly recognize they’re “in Airbnb’s world” no matter what screen they’re on.
White Space – The Power of Silence
Whitespace isn’t “wasted space.” It gives breathing room.
- It makes content scannable.
- It elevates focus on the main element.
- It conveys sophistication.
Apple’s website is often studied in design classrooms, and for good reason. Go to a product page like the iPhone or MacBook and you’ll notice one thing: space. Huge margins surround the product photos, text descriptions are minimal, and elements never feel crammed together.
This generous white space does two things:
- It directs your full attention to the product, making it the hero.
- It elevates perception—white space is associated with luxury, calm, and exclusivity.
By contrast, budget e-commerce sites often cram products, prices, and discounts into every inch of the screen. That density might scream “value,” but Apple’s whitespace whispers “premium.”
Unity – Harmony Across Elements
Unity is when all pieces look like they belong together. Fonts, imagery, icons, and colors should sing in the same tone.
- Too many fonts = chaos.
- Too many clashing colors = distraction.
- Too many inconsistent styles = loss of trust.
Movement – Guiding the Eye
Movement directs how viewers scan a page—even without animation.
- Diagonal layouts naturally pull attention forward.
- Faces in images guide gaze (ever notice how ads show people looking toward the product?).
- Arrows, lines, and color gradients create momentum.
Movement doesn’t always mean animation, it’s how the eye flows across a design. Instagram Stories is a perfect example. The circular profile icons at the top of the app nudge users to tap. Once inside a Story, progress bars at the top create a natural rhythm, guiding your eyes from left to right.
Even without swiping, you feel the flow. Subtle motion encourages you to keep going, tap the next story, swipe to the next person, and stay engaged. That’s movement as a design principle, nudging user behavior through rhythm and flow.
Closing Thought
When you layer proximity, repetition, whitespace, unity, and movement onto the basics, your designs transform from functional to unforgettable. It’s not just about looking good, it’s about feeling right.
