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Color theory explains the use of color in art and design, focusing on color mixing, the visual effects of specific color combinations, and the psychological impact. In media design, colors can evoke emotions, convey messages, and create visual interest.

Alignment refers to the placement of visual elements so they line up in a composition. It creates a cleaner, more organized look and is essential in media design for readability and coherence.

Scale refers to the size of design elements in comparison to other elements in the layout or to the physical context of the work. Proportion is the relative size of elements against each other. In media design, these principles can add emphasis and create dynamic compositions.

Unity is the coherence of a design, creating a sense that everything works together visually, while variety introduces diversity to improve interest. Balancing these principles is key in media design to create a cohesive yet engaging visual experience.

White space, or negative space, refers to the unmarked portions of a design. It is not merely 'empty' space but an important element of design, giving the content room to breathe. In media design, it improves readability and focus.

Repetition involves the use of similar or identical elements throughout a design to create visual consistency. In media design, it helps to unify and strengthen the brand or message.

Typography is the art and technique of arranging type. It's not just the font choice but also line spacing, line length, letter spacing, and font weight. In media design, good typography enhances readability and the aesthetic appeal of information displayed.

Movement in design guides the viewer's eye along a path in a visual composition, and can be directed using lines, shapes, color, and other elements. In media design, movement is used to create a narrative or focus the viewer's attention.

Proximity is the principle that related items should be grouped close together, which helps with organizing information and creating clear associations. In media design, proximity helps viewers process information as connected units.

Grid systems are a set of guidelines of invisible lines on which to organize and align text and graphics. They provide a structured framework and can vastly improve the legibility and aesthetics of media design.

Balance is the distribution of visual weight in a design. In media design, it can create stability and structure. It can be symmetrical, asymmetrical, or radial.

Hierarchy is the arrangement of elements to signify importance. In media design, this principle helps guide the viewer's attention to the most critical information first.

Contrast is the difference in visual properties that makes an object distinguishable from other objects and the background. In media design, it attracts the viewer's eye and can emphasize important elements.