5 Basic Principles of Graphic Design

What makes a “bad” design? What makes a “good” design? and the way are you able to even tell the difference? Don’t you only know once you see it? Well, graphic design is undoubtedly about aesthetics, which may be subjective. Beauty is within the eye of the beholder, after all. But—here at Shillington—our teachers believe to craft a successful piece of graphic design, there are set graphic design principles you want to consider and cling to. If those aren’t working in synergy, the entire design suffers.

(If you’re wondering, wait a minute—what does the term “graphic design” even mean? Have a read here first.)

Anyone that has read an introduction to art or design would have encounter a good variety words wont to describe how things look. there's terminology to discuss every single aspect. Line, tone, movement, texture, weight, scale, shape, composition, symmetry, and impact are just a couple of to urge you started. But—having numerous words to critique a bit of design can start to confuse and complicate the method .

Our approach to teaching design at Shillington is about learning the basics during a simple and direct way. So, we’ve honed in on five basic graphic design principles:

Alignment

Repetition

Contrast

Hierarchy

Balance / Balance using tension

In our Shillington classrooms round the world, our teachers always drill back to the elemental principles of graphic design.

From day one among demonstrations, to final portfolio reviews. If something’s not looking right, or not working, we believe you'll always trace the difficulty back to basics.

We even have a visible reminder of the five basic graphic design principles pasted on every computer monitor within the classroom! This is an ongoing reminder to always refer back to the principles.

In this blog post, we'll examine each principle using design examples, also as understand how graphic design principles work together to assist us communicate the proper message to the proper audience. Let’s start , and find out how to master graphic design basics.

Illustration of the alignment principle in graphic design

Alignment

Alignment creates a sharper more unified design

Alignment is one among the foremost basic, but most vital principles of design, because it allows our eyes to ascertain order, which is sort of comforting to a reader.

Ever viewed a design and not known where to look? Left, right, centered? Having a robust point of alignment within design allows our eyes to seamlessly flow through the visual message. Aligning elements with each other in order that every item features a visual reference to something else on the page, tightens a design and eliminates the haphazard, messy effect which comes from random placement of elements.

Aligning elements which aren't in close proximity with one another can provide an invisible connection, communicating the thought that they belong to an equivalent piece.

Outside 2D graphic design, alignment are often observed as paintings that are hung evenly along an invisible line, how you'll toggle between right/left/center alignment for paragraph text in Microsoft Word documents, or parking spots marked by even lines during a row. And if you would like to ascertain some truly horrifying alignment, inspect this confusing signage in l. a. .

Let’s check out some good visual samples of alignment in graphic design.

Library signage showing alignment in graphic designCredit: Collider / Surry Hills Library

In this first example, signage from the Surry Hills Library in Sydney, everything is aligned within a transparent margin, as shown by the green dotted lines. the sort and icons adhere to the left, while all of the arrows align to the proper . This creates a visible connection between the weather and simplifies the layout.

Menu design showing alignment in graphic designCredit: Motyw Studio’s branding for a family café

Menu design showing alignment in graphic designCredit: Motyw Studio’s branding for a family café

Alignment plays an enormous role during this menu design for a family cafe by Motyw Studio. the sort aligns to the left, while all of the costs align to the proper . The alignment extends across the multiple pages of the menu in order that the pictures , headings and knowledge always align. This creates a visible connection between the weather , simplifies the layout and ensures the viewer always knows where to seek out the knowledge they're trying to find .

Illustration of the repetition principle in graphic design

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 may be a major think about the unity of multiple page documents. eg. when watching a publication, it should be immediately obvious that p.5 and p.10 belong to an equivalent publication either by the grid, type style, font size, colour, spatial relationships, etc.

Repetition also can be wont to create graphic elements, like patterns, as long because it doesn’t become overwhelming; be aware of contrast.

Repetition helps people identify that separate things belong together. consider it a touch sort of a family. Each individual within the family looks a touch different, but there are enough similarities that you simply can see all of them related.

Let’s check out some more good visual samples of repetition in graphic design.

Packaging showing repetition in graphic designCredit: Olipop Sparkling Tonics Cans

Packaging may be a good way of seeing this in action. Take these Olipop cans as an example. there's repetition of the position of the brand and it uses an equivalent fonts. all has different colours and illustrations to differentiate the various flavours, but they're all similar enough to recognise that they're a part of an equivalent family.

Packaging showing repetition in graphic designCredit: Four Point Beer branding by Manual

Packaging showing repetition in graphic designCredit: Four Point Beer branding by Manual

Beer taps showing repetition in graphic designCredit: Four Point Beer branding by Manual

Signage showing repetition in graphic designCredit: Four Point Beer branding by Manual

This example of the visual identity design for Fort Point Beer by Manual shows how repetition is vitally important in branding. the corporate is trying to create a robust sense of recognition and therefore the repetition of the pattern and illustration style across the various consumer touch points creates strong consistency and brand awareness.

Illustration of the contrast principle in graphic design

Contrast

Contrast is that the best thanks to create emphasis and impact together with your design.

Contrast is made 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 an important part within the organisation of data on a page. It gives the reader a guide where to seem first; what's the foremost important point? What stands out the most?

For contrast to figure , it must be strong and obvious. Our eyes like contrast; don’t make differences appear as if an error . to possess impact, the differences must be obvious and extreme

For example, contrast in digital design are often seen when agreeing to online terms and conditions where “I accept” is during a bold colour, while “I decline” is during a lighter colour that seems to dissolve .

Let’s check out some good samples of contrast in graphic design.

Print design showing contrast in graphic designCredit: Notebook II by Imprimerie du Marais

Print design showing contrast in graphic designCredit: Notebook II by Imprimerie du Marais

In this example of Notebook II by Imprimerie du Marais, the contrast between deep blue of the external packaging and therefore the bright orange hint of the inside is intriguing and entices the viewer to open the box. Once they are doing , an extra contrast is revealed between the minimalist exterior and therefore the heavily patterned contents. Both add a way of pleasure to the unpacking of the item.

Poster design showing contrast in graphic design Credit: Mishitting Güneş

In these two black and white posters by Mishitting Güneş, the utilization of scale in headlines and body copy creates depth and a more dynamic layout.

Poster design showing contrast in graphic design Credit: Ron Henri-ques and Andre Catalans

Contrast through scale also works in reverse. Like this telephone book example from Art Directors Ron Henri ques and Andre Catalans, where tons of space surrounding alittle object draws the attention in, creating a transparent focus .

Poster design showing contrast in graphic design