What
are the 5 basic principles of design?
Graphic Design: 5 Principles
What is a "bad"
design? What is a "good design?" How can you tell the
difference? You don't have to see it. Graphic design is, undoubtedly,
about aesthetics. This can also be subjective. After all, beauty is in the
eyes of the beholder. Shillington believes that in order to
create a piece of successful graphic design, there must be a set of
principles. The whole design will suffer if they don't work together.
(If you are still unsure, let's wait.
What does "graphic design" actually mean? First, take a look.
A wide range of words are used to
describe the appearance of things in an introduction to design or
art. Every aspect of the design process can be commented on using
different terminology. To start, you can comment on line, tone, movement
and texture as well as weight, scale, composition, symmetry and impact. However,
too many words can make it difficult to understand and critique a piece.
Shillington 's approach to teaching design is
simple and direct. We've narrowed down to five fundamental principles of
graphic design:
- Alignment
- Repetition
- Contrast
- Hierarchy
- Balance or using tension?
From the first demonstration to the
final portfolio review. We believe that you can trace the root cause of
any problem or issue if it isn't working.
Every computer monitor in the classroom
has a visual reminder of the basic principles of graphic design. It serves
as a constant reminder to refer back to these principles.
This blog post will discuss each
principle with design examples. We'll also explain how graphic design
principles interact to communicate the right message to the correct
audience. Let's start by learning how to master graphic design basics.
Alignment
Alignment makes design more cohesive
and sharper
Alignment is one the most fundamental,
yet most important principles in design. It allows us to see order and is very
comforting for a reader.
Have you ever looked at a design but
not been able to find the right place? Left, right, centered? A
strong point of alignment in design allows the eye to flow seamlessly through
the visual message. Aligning elements so that each item is visually
connected with another on the page tightens design and eliminates random
placements which can lead to a messy, haphazard effect.
Aligning elements that are not close
together can create an invisible connection and communicate the idea that they
belong to one piece.
You can see alignment in 2D graphics
design as paintings that are hung along an invisible line. Or parking spots
marked with even lines. This confusing signage is located in Los Angeles will
show you some horrifying alignment.
Let's take a look at some examples of
alignment in graphic designs.
urry hills Library in Sydney. Everything
is aligned within a defined margin as indicated by the green dotted
lines. All icons and type adhere to the left while the arrows align to
their right. This visual connection creates a visual link between elements
and simplifies layout.
Motyw Studio 's menu design is all about alignment. All prices
and the type align to the left. The alignment is extended across multiple
pages of menu to ensure that images, headings, and information are always
aligned. This visual connection creates a visual link between the elements
and simplifies the layout. It also ensures that the viewer knows exactly where
the information is.
Repetition
Repetition can strengthen a design by
linking together parts that are otherwise distinct and creates associations.
Consider repetition
consistency. Repeating elements in a design creates a familiarity and
identity.
Multiple page documents can be unified by repetition. eg. If you look
at a publication, it should immediately be obvious that p.5 or p.10 are part of
the same publication. This can be done by looking at the grid, type style and
font size.
You can also use repetition to create graphic elements such as patterns.
However, it must not become overwhelming. Be aware of contrast.
Repetition is a way to recognize that
different things belong together. It can be compared to a
family. Although each member of the family is unique, there are enough
similarities to see that they are all related.
Let's take a look at some other examples of repetition in graphic designs.
This is one of the best ways to see it
in action. As an example, take these Olipop Cans. The logo uses the same
fonts and has the same position. Although each one is unique in its use of
illustrations and colours to distinguish different flavours, they all share the
same basic characteristics that allow you to recognize them as being part of
the same family.
The visual identity for Fort Point Beer by Manuel illustrates
how repetition is crucial in branding. This company wants to create a
strong sense and recognition. The repetition of the pattern or illustration
style across all touch points helps build brand awareness and consistency.
Contrast
Contrast is the best way to emphasize
and create impact in your design.
When two elements are completely
opposite, contrast is created. Examples of contrast include: large/small
sizes, classic/contemporary fonts and thin/thick line thicknesses, cool/warm
colors, dark/light, smooth/rough textures as well horizontal/vertical.
Contrast is a key part of the
organization of information on a page. It provides a guideline for the
reader on where to start looking; What is the most significant point? What
is the most striking?
Contrast must be clear and strong in
order to be effective. Our eyes like contrast; don't make differences look
like a mistake. For differences to have an impact, they must be clear and
extreme.
Contrast in digital design is evident
when you agree to terms and conditions online. "I accept" may be in a
bold color, while "I decline” is in a lighter, more subtle colour that
fades away.
Let's take a look at some examples of graphic design that uses contrast.
This Notebook II from Imprimerie du Marais shows a striking
contrast between the deep blue exterior packaging and the bright orange
interior. It entices viewers to open the box. The contrast between the
minimal exterior and the intricately patterned contents is evident once they
open the box. Both of these add an element of joy to the process of
unpacking the item.
These two posters in black and white
by Muhittin Ges show how scale is used in headlines and copy
to create depth and a dynamic layout.
Contrast through scale can also work in
reverse. This Yellow Pages example by Art Directors Ron Henriques, Andre Calazans shows how a large space around a small
object draws attention in a focal point, creating an illusion of depth.
As you can see from this poster
by Vasjen Katro a
strong focal point is created when certain elements of a design stand out due
to their obvious contrast in colours.
Contrast can also work in material
selections, as you can see in the egg packaging from ZBS Brands. Contrasting
textures in the same project can create depth.
Hierarchy
Hierarchy creates organization
It's a concept that we often think of
when we talk about ranking in businesses or organizations such as politics and
the Church. Hierarchy is a system where people and things are arranged
according their importance.
Hierarchy is a visual organization of a
design that gives the reader an idea where to start and end reading. Every
element of the design can be assigned a priority. eg.
- Headline
- Image
- Subhead
- Call to action on the website
- Copy for the Body
Designers can make decisions about
size, contrast, color, etc. To ensure the hierarchy desired is achieved.
Clients often ask you to increase page
size because they believe that these elements are important. This approach
has the problem that it doesn't make any difference.
There is usually one message that is
more important than others. This should be the main message and it should lead
the audience to the rest of your content.
Let's take a look at some examples of
hierarchy in graphic designs.
This poster and postcard advertises
an exhibition at Kunsthalle Helsinki By Tsto. The text styling
can be modified to incorporate hierarchy. The information is organized in
a clear way that visually guides the viewer to the most important elements
(artist, date) and the least important.
Packaging hierarchy is
essential. It is essential that the consumer can recognize a product and
understand its purpose. This Studio example shows how highlighting
one point can really draw customers in.
Typography hierarchy refers to
consistent styling of similar copy throughout a document. This Studio Dumbar example
shows a heading, intro, subheadings, and body copy. Each of these elements
work together to guide the viewer through the information according to the
client's instructions.
Learn more about typography Take a
look at our deep dive on terms and rules.
This great resource from Tech Jini offers more visual examples.
Balance
Balance adds stability and structure to
a design by using symmetry or tension.
The balance is the weight of the elements
placed on the page.
Let's take a look at some examples of
balance in graphic design, both symmetrical as well as through tension.
symmetrical Balance is a page that has equal weight. You can see
symmetrical balance in the ying/yang icon and Leonardo da
Vinci’s famous The last Supper painting.
This type of symmetrical balance has a
traditional, harmonious, and even stale feel, although it can sometimes seem
boring and uninteresting.
The identity of Luna de Oriente, a centre that offers oriental medicine, by Estudio Menta,
uses symmetrical balance heavily to communicate their high-end, trustworthy
reputation. As does the entire stationery suite, the logo uses symmetrical
balance.
Balance through tension was used in the visual identity of Made for designed by Christopher Doyle & Co. The
strong left-aligned copy is placed at the top of this page to contrast with the
imagery at the bottom. The tension between these two elements is evident,
as well as the negative space between them. This effect has a bold and
dynamic quality.
Conclusion
We have it. These are the five
principles of graphic designing. Do you feel like you now have a better
understanding of graphic design?
Our final challenge is to you: Keep an
eye out when you are looking for design inspiration, or anywhere else in the
world. Take note of the areas where graphic design principles work or
don't. Would the design collapse if you changed one of its
elements? Or, can they be combined?
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