There is no cheat code to a perfect design but there are a few guiding principles. These are concrete principles that guide design choices while working on any project regardless of scale. These are known as Principles of Visual Design. They date back to the early days of art and design. They are constantly practiced and sometimes broken on purpose in the mainstream industry and are being taught in design schools worldwide.
Think of it like this Elements of Design are the building blocks, pieces of an artwork, or a design whereas The Principles of Visual Communication Design are ways by which elements interact with each other. If you are new to Graphic Design and just getting started, then this topic could be a lifeboat for your Business and Freelance career.
So, bear with me as we dive deep into the Principles of Graphic Design. Following is the list of commonly agreed-upon Principles of Graphic Design.
- Balance.
- Alignment.
- Emphasis.
- Proportion.
- Movement.
- Contrast.
- Unity.
- Rhythm.
- Variety.
- Repetition.
- Hierarchy.
Balance.
Balance can easily be the very first and one of the key Principles of Visual Communication Design. First, let us try to understand what kind of balance we are dealing with here. As this is a principle of Visual Design, it must be related to visuals or graphics somehow. If you have guessed it by now Balance refers to the distribution and visual weights within a piece of composition or design. Balance is particularly important as a well-balanced design or a piece of composition is naturally pleasing to the eye and gives out a sense of equilibrium.
Within a composition, a Visual Balance can be achieved by equalizing the weights of different visual elements. These elements can vary in size, shape, and even colors to give out the visual balance.
There are a total of 3 major types of Balance that can be found in compositions and pieces of artwork used by artists and designers all around the world.
Symmetric Balance.
Symmetric is the type of Balance that is the easiest one to spot or create in a composition. This balance is usually found in compositions that can be split into 2 equal halves. Let me explain! Imagine a small piece of design or artwork, now draw a straight vertical or horizontal line segment that spits this artwork into two parts. Now if both parts are almost identical but mirror each other in terms of visual weight, then you have a Symmetrically Balanced Composition. Have a look at the example below, you’ll understand the point that I am trying to make.
Asymmetric Balance.
Asymmetric Balance is usually observed in organic artwork or compositions. If we imagine the same example as below, when we split a composition or a shape in half, the result is balanced but not quite mirrored. There will be some degree of asymmetry in this type of balance. It gives off a feeling of slight imbalance yet visually balanced. When we design artwork or logos, this asymmetric balance helps us achieve a more organic look and feel to a particular piece of design. A prime example is the Starbucks Logo.
Radial Balance.
Radial Balance, as the name implies, is a type of balance that is achieved by arranging the elements in a circular formation around a fixed center point. It utilizes the use of repeated sometimes geometric elements and patterns in a circular orientation. Below are the very basic examples of Radial Symmetry.
Alignment.
Alignment is one of the most important Visual Design Principles. It refers to the meaning of the placement of an element concerning another element. It can also mean the arrangement of a visual element about or about the absence of the other visual element. Alignment is particularly useful for visually grouping related elements. For example, all the Elements of a logo are carefully aligned together to make a visual group, to give off a sense of relation. There are a total of 9 alignments you might need to work with as a Graphic Designer in 2-dimensional space.
These alignments can easily be grouped into 3 sets. Top, Middle, and Bottom. Each of them has 3 individual alignments, Left, Center, and Right.
Emphasis.
The easiest way to describe Emphasis as a design principle is that it helps create a single focal point in your artwork or a piece of design. A center of interest in your design to direct the reader’s attention to any spot within your design. Emphasis can be created in many different ways. Creating a hotspot with a high contrast color or texture, abrupt change in size, and even breaking the balance or symmetry can sometimes create an Emphasis in a composition.
Proportion.
As a Principle of Design, Proportion can be defined as the comparative size of different parts with each other or to the whole. It is a harmonious relationship between different Visual Design Elements aligned along the grid lines or at their intersections.
Dynamic Proportion: Varies the size of elements intentionally to create movement or emphasis.
Applications of Proportions.
- Visual Hierarchy: Proportion helps establish a hierarchy by emphasizing certain elements over others. It can also be a very useful tool for identifying and directing the user’s eye to the most useful content first.
- Typography: Proper font size and line spacing maintain readability. It provides visual cues to build structure in a piece of writing and provides a more immersive reading experience for the reader.
- Image Composition: Proportion affects how viewers perceive an image or layout. It helps beautify and enhance the overall aesthetics of the composition.
Movement.
The movement principle in Visual Design refers to the way a viewer’s eye is guided through a composition. It is about creating a sense of motion within an artwork, guiding the viewer to follow a certain path, and can lead them through various elements in a specific order.
- Creating a Flow: Movement helps create a sense of flow in a static image. It can make the design feel more engaging and alive.
- Directing Attention: By using elements like diagonal lines, implied motion, or contrasting colors, designers can subtly direct the viewer’s eye toward specific areas of the design.
- Sequencing Information: Movement can also be used to suggest a sequence or order. This can be helpful in infographics or layouts where you want the viewer to follow a specific path to understand the information.
Contrast.
Contrast is a powerful tool for creating impactful and clear visual communication. In Visual Design, it is all about using opposing or very different Visual Design elements to make things stand out. It’s like turning up the volume on specific parts of your design to grab the viewer’s attention and guide their eye. Here’s a quick breakdown.
Elements that create contrast:
- Color: (Bright vs. Bark, Warm vs. Cool).
- Size (Large vs. Small).
- Shape (Organic vs. Geometric).
- Texture (Rough vs. Smooth).
- Value (Light vs. Dark).
- Typeface (Bold vs. Light).
Contrast is important because it helps you:
- Highlight key information: Draw attention to a specific call to action or important message.
- Create visual interest: A design with too much similarity can be boring. Contrast adds life.
- Organize elements: Separate different sections of your design for better readability.
Unity.
In Visual Design, the principle of Unity refers to creating a sense of harmony and continuity in your composition. It’s like all the elements in your design are working together as a team to deliver a clear and unified message.
Here’s how Unity is achieved:
- Visual Harmony: Using consistent colors, fonts, styles, and spacing throughout your design creates a sense of connection between the elements.
- Relationships: Elements shouldn’t feel randomly placed. Proximity, alignment, and repetition can show how elements relate to each other.
- Focus: While unity creates a whole, it can also be used to make specific elements stand out. A unified design allows contrasting elements to have a stronger impact.
Rhythm.
A Rhythm refers to the repetition of visual elements in a predictable or patterned way. This creates a sense of flow, movement, and visual interest in your composition. It can be achieved by repeating elements like shapes, colors, sizes, or negative space at specific intervals. There can be variations in the repetition to add interest, but there should be an underlying pattern.
- Core principle: Repetition with variation.
- Effect: Creates a sense of flow, movement, and visual interest, guiding the viewer’s eye through the design.
Variety.
Variety in Visual Design is all about adding visual interest and avoiding monotony. It’s like adding spices to a dish!
Imagine a design with only one color, size, and font. Pretty boring, right? Variety injects visual interest by using a controlled amount of difference in things like size, color, shape, texture, and even spacing.
However, too much Variety can be overwhelming and confusing. The key is to find a balance between using different elements and maintaining a sense of order. Variety can also be used to create emphasis. By making certain elements stand out through size, color contrast, or texture, you can draw the viewer’s eye to the most important information.
Repetition.
Repetition in Visual Design is all about using the same element or similar elements throughout your design. It’s like a visual echo, creating a sense of unity and consistency in the composition. Repetition helps tie various elements together, making your design feel like a whole.
By repeating elements predictably, you can create a sense of rhythm and guide the viewer’s eye around the design. Think of stripes on a shirt or evenly spaced buttons on a website. This rhythmic repetition creates a visually pleasing flow.
Repetition can also be used to draw attention to specific elements. If you have a particular call to action button on your website, using a contrasting color and repeating it throughout the design will make it stand out.
Hierarchy.
The Hierarchy principle in Visual Design is all about guiding the viewer’s eye through your design in a specific order. Creating hierarchy within a composition is crucial to establishing order and structure of content. It’s like creating a visual roadmap that directs attention to the most important elements first.
Effective hierarchy ensures your message is understood quickly and avoids overwhelming the viewer with too much information at once. It’s like a well-written headline followed by clear supporting details.
Here’s a breakdown:
- Importance Ranking: Think about what information you want the viewer to see first, second, and so on.
- Visual Cues: Use elements like size, color, contrast, and placement to make those rankings clear. Bigger, bolder elements tend to grab attention first.
- Flow and Order: By using hierarchy, you create a clear path for the viewer’s eye to follow, leading them through the information in a logical sequence.
Understanding and applying the Visual Design Elements and principles is crucial for creating effective and engaging designs. These principles serve as the foundation for crafting visually appealing and communicative compositions.
By mastering these principles, designers can create works that not only capture attention but also convey their intended message clearly and more effectively, and don’t be afraid to break the rules sometimes, but always do so with clear intention.
The more you use these principles, the more intuitive they’ll become, and watch your ideas come to life – transformed into visually compelling and impactful communication.
On a side note, this topic is a part of the Graphic Design Course we offer at Studio3 Academy. I highly recommend to check them out.