Graphic design is undoubtedly an area where imagination is essential, but it is not the only important thing. There are certain principles of graphic design that are important to know when you want to start down this road. These principles are the rules you need to follow to create a layout with an effective composition, which attracts attention and stands out from the others, so that your design message is remembered by the viewer and stands out.
Below we’ll give you a list of 7 essential principles to follow in graphic design and ways you can use them to get attention for your design.
1. Balance
This principle represents the distribution of graphic design elements such as text, shapes, images. You can choose between a balanced (stable) and unbalanced (dynamic) design. The balance is of three types:
- Symmetric: this is a layout built along a vertical or horizontal line in which all elements are placed equally on either side of this line
- Asymmetric: this type of design involves using elements such as contrast and colour to even out the appearance of a layout. This process is often found in web page design where the two halves of the page are different but contain common elements
- Radial: in this case, the design elements are placed in a circular pattern, which gives the impression of movement and dynamism.
2. Alignment
This is a fundamental principle of a layout that means creating a visual connection between elements such as images, shapes or text. Alignment helps to create a tidy appearance.
3. Hierarchy
This principle is made up of a combination of two aspects: the dominant elements and the priority of the elements. The hierarchy can be achieved by:
- Title highlighting
- Placing the key message above the rest of the elements
- Framing certain elements
- Adding distinctive and detailed or coloured visual elements
4. Contrast
This is an extremely important principle in any form of visual art as it helps to direct the client’s attention to key design elements and helps to highlight certain elements or the message.
Contrast is achieved when design elements are placed in opposition to each other, here are some examples:
- Dark – light
- Buried – thin
- Contemporary – traditional
- Large – small
5. Rhythm
Rhythm is about harmonising different elements to create an organised and coherent look. Repeating certain elements such as a logo or certain colours can help a design stand out and also make it more recognisable.
The rhythm is of two types:
- Fluid: adding a significant amount of variation in design
- Progressive: this is based on a clear sequence that directs the viewer’s attention from one element to another
6. Proximity
This means a visual connection between the important factors of a design such as font or colour determining the balanced look.
Proximity allows the viewer to get an overview of the whole design.
7. Colour and space
The choice of colours is essential in setting the tone of the whole creation and, at the same time, it is very important when it comes to the message to be conveyed. Colour research can help you choose the right colours and shades for your message and product.
Space is the area around or between the different elements of the design and can be used inclusively to highlight certain important aspects of the design.