A large number of web designers are still unaware about the basic principles and elements of design. Most of them follow whatever they think looks good. However, everyone doesn't necessarily feel in the same manner.

Some of the basic principles and elements of design are:

Balance
The most important thing for a design to look aesthetically pleasing is that it should be balanced. This means that all the sides should be equally strong. For example, in case you make the use of a dark color, balance it with a lighter color that is spread over a large area. Balance is required to guide the viewer's eye to some parts of the page.

Emphasis
Emphasis is used to make a certain part of the page to stand out. Emphasis can be given in a number of ways such as grouping everything together and placing one object away from it, or making one object of a different shape or color than others.

Line
Lines are used to give a mood to the design. Horizontal lines make the design look calm, the vertical lines make it moderately active whereas the diagonal lines make it look active. Due to this effect, a News site would comprise of horizontal lines whereas a Kid's site would contain all sorts of zig-zag lines.

Shape
Shapes are of two kinds, namely, positive and negative. Each design contains both the kind of shapes. Positive shapes are created by the designer, whereas the ones that are created automatically around the positive ones are known as negative shapes. The designers should take care not to ignore the negative shapes to make up a mess.

Color
Color is a very important element. Addition of even a single more color to the page makes it look different. Some colors complement each other, whereas some look horrible together. However, on the web too many colors must be avoided under all circumstances even if they are complimentary.

Hue is very important for the web. The best color scheme for web is white, black and the various hues and shades of a single color. Always take care of the intensity and brightness of the colors you use.

Space
All sorts of illusions can be created with the blank space that exists between the various objects. Design does not only mean the knowledge of where to put things, but it also means the knowledge of what to put there. Take care not to overlap the things.