computer on desk with lots of colour samples and design tools infront

Everybody wants a design that caters to their specific needs. Whether it be a graphic designer creating a logo, or a student working on a project that requires their own original visuals. 

Before you jump the gun and begin creating that ideal design, it’s always helpful to learn the do’s and don’ts of what makes an eye-catching design first. There are always rules and guidelines to be followed before you start creating. However, graphic design tends to enact principles rather than strict instructions. Read more to learn about 5 of the most common design principles that you should follow so you can achieve that great design.

1. Scale

Just like in paintings, elements within a design must be noticeable for it to achieve an impact. An element that has been widely used in this regard is scale. 

Definition: The principle of scale refers to the relative size of one object compared to another. Scale can also refer to the size relationships of different visuals within a single piece.

How To Use Size, Scale, And Proportion In Web Design - Vanseo Design

The alignment of specific shapes and objects within a design is incredibly crucial. If the scale is ignored or done poorly, it can make the finished product look disproportionate and unfinished. You will want to adjust the size of specific elements, to create the impression of balance and harmony. By adjusting the size of different components within the design, particular features that you want to emphasise will become more noticeable to both you and the audience.

For example, if a business that specialises in food wants to create a design that features one of their products, they would have to enlarge the product's name more than any other features like any visuals or taglines. By doing this, the product and its name immediately become more recognisable, gaining more attention from the business’s target audience. 

However, it is helpful to note that less is always more. When creating a design, one should employ no more than three varying sizes to prevent visual clutter. Having a range of differently sized objects enables a cohesive, yet hierarchical pattern within the overall design.

2. Visual Hierachy

For every great design layout, thinking of the visual hierarchy probably isn’t at the top of your mind. However, this practice can be understood through many aspects of design, such as colour and placement, and can easily make or break a design.

Definition: Visual Hierarchy is used to rank design elements and influence in the order you want your users to view them. By using principles like contrast, scale, balance and, more, you can help establish each element in its rightful place and help the most important elements stand out.

Visual hierarchy controls and delivers the viewer’s experience through its pictorial attributes. Without visual hierarchy, the viewer will not know where to look or read first, often generating confusion within the design. 

12 Visual Hierarchy Principles Non-Designers Needs to Know

A simple tip is to not mix too many typefaces. A typeface is the lettering design (a font) that varies in size, shape, slope, etc. If chosen correctly, they can help boost a design in looking more striking. 

To create a clear cut visual hierarchy for your design, 2-3 typeface sizes should be used at most whilst maintaining a single font. By following this design principle, you are letting your audience know what the most essential piece of information is, all while putting together a straightforward design they can follow.

Understanding Visual Hierarchy Helps Your Customers Understand You -  Appleton Creative

3. Balance

If a design is not instantly visually pleasing to its intended audience, it can defeat the chances of a being a successful design. 

Definition: Balance is the equal distribution of visual weight within the design elements. Balance occurs to create unity on both sides of the imaginary line known as the axis.

Have you ever seen a design that is cluttered with too many visuals and objects? It’s overwhelming right. To achieve a clean layout is easy - you just include elements that are significant to what you are creating.        

The axis is the easiest way to create a primary reference point for how you create a clear design. By following this feature of the balance principle, both you and your target audience can understand your message efficiently. Just remember, clutter equals chaos.

Balance can also be used to manipulate the use of white space. White space is the area within a design without any text or pictures, once again, offering the viewer a sense of clarity and ease. Similarly, with the importance of the imaginary axis, white space creates balance within the design. If a picture is overloaded with text and colours, the viewer may have a hard time understanding the message behind it.

White space design - 20 striking examples and best practices - Justinmind

4. Contrast

Another great design principle to think about is contrast. Creating contrasting elements can be easily manipulated through the choice of size and colour palette, thus creating a more visually pleasing design.

Definition: Contrast is the method of juxtaposition between individual design elements. Through this action, the importance of specific features within your design is conveyed.

Contrast is used to create a focal point within your design, creating a visual interest using different colours, sizes and other factors. By including two contrasting colours, for instance, you are highlighting the importance of a certain aspect in the design.

For example, the shades of black and white work well together as they contrast each other while promoting the ideas of efficiency and power. They balance each other out, sending a strong message of directness to viewers, as bright colours usually distract individuals from the designer’s intended purpose. Think of the Yin Yang visual.

However, having some colours in your design does not equate to chaos. It is the number of colours you should always consider. As with every design principle, the most important takeaway is that less is more. A guideline is that no more than 4 colours should be implemented in one design, as this will maintain the idea of clarity. If the viewer is unable to read or understand what you are creating, it could mean that your design looks messy and unfinished.

5. Gestalt

Creating a design for your target audience to interpret is incredibly important and can be a great help when promoting your work and ideas. The last key principle for a great design is known as ‘gestalt’. Gestalt demonstrates how individuals make sense of images and designs.

Definition: The term ‘gestalt’ is a design theory based on how people capture images. The concept relies heavily on the individual brain and how it attempts to break down images or designs that consist of many elements. By doing so, the subconscious can arrange a series of diverse elements into an organised system for individuals to follow.

Using Gestalt Laws of Perceptual Organization in UI Design | UX Pro

This theory of perception is most used amongst logos and visuals placed within a design. The gestalt theory thus allows audiences to feel and understand a design while it is in accordance with how the human brain perceives images.

If you are a graphic designer looking to create different designs and logos for the same company, chances are customers will turn away in confusion. The gestalt theory demonstrates how consistency is key since our subconscious is unable to connect dissimilar images together. 

Take the Adidas logo for example. While the company may have adopted a second logo over time, both logos have similar aspects to achieve the same visual goal. The three stripes symbolise endurance and strength which is only fitting as Adidas is a sportswear company. Once you view their logo, you adopt a better understanding of what the company is, establishing a greater brand perception.

Whether you are experienced in graphic design or have just started out, there will always be elements that you can improve on to create memorable and effective designs. 

DzynSpace is a great website to use in this regard as it can achieve the 5 core principles of scale, visual hierarchy, balance, contrast and gestalt. Just remember, less is more!

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