That Sure Is Purty
When it comes to effective graphic design, the results may be considered pretty, but that’s not the goal. Beauty is subjective, so it’s not a foundation from which design decisions are made. Design is 100% about problem solving and communication, so it has rules and is therefore, objective. Design is also the last part of any project, after fully understanding the goal, developing a plan, and engaging that plan with a strategy to reach the goal.
When choosing and organizing typography, color, photography, etc. for page layouts, posters, websites, etc., following these principles will help create consistancy, visual harmony, and set the appropriate mood you’re trying to communicate:
Design Principles
Contrast: Using opposing elements (like light vs. dark colors, large vs. small text) to create emphasis, add visual interest, and differentiate content.
Alignment: Creating a sharper, more ordered design by ensuring elements are connected to a grid or margin, preventing a disorganized look.
Repetition/Pattern: Consistently repeating elements like colors, fonts, or shapes to strengthen a design, create unity, and establish rhythm.
Shape/Proportion/Proximity: How large or small are the elements in relation to each other. Here, size matters.
Hierarchy: Arranging elements to show order of importance, guiding the viewer to the most crucial information first, often through larger or bolder elements.
Space (White & Negative): The area around and between subjects, used to prevent clutter and allow the design to “breathe”.
Balance: The distribution of visual weight among elements, which can be achieved through symmetrical (equal) or asymmetrical (unbalanced, yet harmonious) arrangements.
Unity: When all visual elements work together to create a cohesive, harmonious whole. Such as a consistent color palette, a variety of fonts from the same family, and message.
Rhythm: An organized movememt of visual elements flowing in similar patterns.
