Principles of (Graphic) Design

Alignment

Alignment is one of the most basic, but most important principles of design, as it allows our eyes to see order, which is quite comforting to a reader.

Ever viewed a design and not known where to look? Left, right, centered? Having a strong point of alignment within design allows our eyes to seamlessly flow through the visual message. Aligning elements with one another so that every item has a visual connection with something else on the page, tightens a design and eliminates the haphazard, messy effect which comes from random placement of elements.

Aligning elements which are not in close proximity with each other can provide an invisible connection, communicating the idea that they belong to the same piece.

Text Block Alignment (and Placement)

Left alignment has better line-to-line legibility

Not so much a legibility issue in that size. But results in a static/boring composition.

A more dynamic composition with naturally different spaces on the left and right of the block.

Better use of white space. Rule of thirds.

Repetition

Repetition strengthens a design by tying together otherwise separate parts, and as a result, creates associations.

Think of repetition as consistency. By repeating elements of a design, you immediately create a familiarity or identity.

Repetition is a major factor in the unity of multiple page documents. eg. when looking at a publication, it should be immediately obvious that p.5 and p.10 belong to the same publication either by the grid, type style, font size, colour, spatial relationships, etc.

Contrast

Contrast is the most effective way to create emphasis and impact with your design.

Contrast is created when two elements are total opposites. For example: big/small size, classic/contemporary fonts, thin/thick lines, cool/warm colours, dark/light, smooth/rough textures, horizontal/vertical, etc.

Contrast plays a crucial part in the organisation of information on a page. It gives the reader a guide on where to look first; What is the most important point? What stands out the most?

For contrast to work, it must be strong and obvious. Our eyes like contrast; don’t make differences look like a mistake. To have impact, the differences must be obvious and extreme

Hierarchy

Hierarchy creates organisation

Think about it—hierarchy is usually something we think about when describing ranking in a business, or organizations like politics and the Church. It’s a system in which people or things are arranged according to their importance.

In design, hierarchy creates a visual organisation to a design and gives the reader an idea of where to begin and finish reading. Each element that is part of the design can be given a ranking of priority..

Balance

Balance provides stability and structure to a design, either through symmetry or tension of elements.

Balance is the weight distributed on the page by the placement of elements.

Proximity

Proximity is also helpful in creating organization on a design, since similar or related elements should be grouped together to create a relationship between them. Ideally, you cluster the elements together in a way that helps to declutter the overall design and supports the comprehension of the information. You’ll most often see proximity employed in lists, menus, and invitations..

Space

The parts of your design you choose to leave blank are just as important as the ones you’re filling with colors, text, and images. Negative space, otherwise known as white space, creates shape and can help highlight the most important pieces of information in your design. Never underestimate the power of simplicity.