The principles of graphic design are guidelines that direct how the different elements are used together to produce a cohesive visual. Here are a few to get you thinking about how to use them in your own web design.
Balance
Balance refers to the perceived stability of the composition. A design achieves balance when its various elements are evenly (but not always equally) distributed throughout the composition.
Ironically, designs can have symmetrical or asymmetrical balance, and neither is necessarily more desirable than the other. It all depends on what the graphic designer is trying to convey.
Hierarchy
Commercial graphics need to capture the attention of the viewer within a matter of seconds. Effective visuals “instruct” the viewer where to look first, second and third. Due to their size, large objects typically draw more attention than smaller objects.
The eye naturally looks for irregularities in patterns, so anomalies will rank higher up on the hierarchy, too. In typography, this could include using a larger font for headings.
Similarity and Contrast
These opposing principles can both be used to tell viewers where to look. For example, imagine a landscape painting. The foliage of the trees may be painted in similar patterns, meaning it doesn’t retain the attention of the viewer for long. The artist may then use a contrasting pattern to paint objects in the foreground, drawing the viewer’s attention there.
Movement
Although printed graphic design does not actually move, elements like lines can convey both movement and meaning. For example, consider the ubiquitous smiling arrow logo of Amazon. The arrow moves forward, promising customers their packages will arrive quickly.
Graphic designers use these principles to create appealing designs that convey the desired message. Once a graphic designer has a firm grasp on the elements and principles of graphic design, they can occasionally and consciously decide to break the rules. In certain cases, breaking design rules results in an effective visual representation that instantly captures the audience’s attention.
Whether you are a rule-follower or rule-breaker, there’s a place for you in graphic design and advertising.
Proportion
Proportion is another important principle of graphic design. Within any given visual image, there are likely to be multiple distinct elements. Proportion refers to the size of each element in relation to each other.
For example, imagine an ad for apples that depicts a smiling person holding out an apple toward the audience. The apple is likely to be large, while the person is likely to be relatively small — even though in real life, an apple is much smaller than a person. The larger any given element is, the more important it is for conveying the message.
