7 Design Principles You Must Know
Design principles are essential guidelines that help creators craft visually striking and balanced designs. These principles go beyond graphic design, influencing photographers, videographers, web designers, and all those who shape visual experiences.
As the saying goes, “There’s no accounting for taste.” Explaining why certain designs or photographs captivate us can feel like trying to pinpoint a feeling—it’s often an instinctive reaction.
But what triggers that reaction? And why do so many people universally find certain designs beautiful?
To answer these questions, we can trace back to the 20th century and the influential Bauhaus school, founded by Walter Gropius. This institution was dedicated to educating visual artists, craftsmen, and architects, with one core principle guiding its teachings: Form follows function.
Though it seems simple, this concept played a pivotal role in shaping modern design principles, many of which continue to inspire and guide creators today.
Principle 1. Hierarchy
Have you ever found yourself frustrated, scanning a page for information, only to have your eyes wander aimlessly without landing on what you need? That sense of confusion often arises from a lack of visual hierarchy, making it difficult to navigate the design or layout. Hierarchy is a critical tool for designers, not just to present information, but to guide the viewer through it in a logical, intuitive flow.
So, how can you create an effective hierarchy ?
One of the most effective techniques is size. Larger elements naturally capture more attention, which is why titles typically stand out first, followed by headings, and then the body text. Color also plays a key role: vibrant, bold hues immediately attract the eye, while darker tones often take precedence over lighter shades. By leveraging these principles, you can create a design that is both visually appealing and easy to navigate.
Other tools for creating hierarchy include strategic alignment, adding extra white space around key elements, or using contrasting textures.
These techniques work together to ensure your design communicates its message clearly and intuitively, leading the viewer’s eye exactly where you want it to go.
Principle 2. Balance
Balance in graphic design is about creating visual harmony, where each element has a perceived “weight.” This weight isn’t solely determined by size—color and texture also play pivotal roles. Picture a room with a large red chair: if the space is filled with other large, brightly colored pieces, the room feels overwhelming. However, when paired with smaller, neutral objects, the space feels calm and balanced. The same principles apply to design.
There are several ways to achieve balance in a design:
- Symmetry: The traditional form of balance, symmetry involves mirroring or repeating elements across an axis. It’s clean, elegant and creates a sense of order.
- Asymmetry: For a more dynamic effect, asymmetry uses unequal visual weights to create tension and interest. For instance, a large element on one side balanced by several smaller elements on the other.
- Dynamic Balance: This approach places elements asymmetrically around a focal point to evoke movement and energy. It guides the viewer’s eye naturally through the design.
- Calculated Balance: This method arranges elements in a repeating pattern for a structured, clean aesthetic. It’s orderly and clear, but it still requires careful attention to maintain hierarchy.
While balance provides stability and harmony, remember that hierarchy is just as important. The flow of the design depends on guiding the viewer’s eye to the most important information first.
Principle 3. Contrast
Contrast is one of the most powerful tools in design—it’s like the perfect punchline: it grabs attention and keeps it. You can create contrast by experimenting with various fonts, sizes, shapes, and textures, ensuring that each element stands out in relation to others.
Color plays a significant role in achieving contrast. For example:
- Complementary Colors: These are colors directly opposite each other on the Itten color wheel, like red and green, which create a strong visual contrast.
- Shades and Values: Variations in darkness and lightness can add depth and focus.
- Temperature and Intensity: Warm and cool colors (like red and blue) or bright versus muted tones provide additional ways to create visual interest.
*Clayton Perryman
While contrast is essential, moderation is key. Too much contrast can feel overwhelming, disrupting the visual flow and hierarchy. On the other hand, too little contrast risks making your design blend into the background, losing its impact.
Accessibility matters, too. Did you know that around 300 million people worldwide have some form of color vision deficiency? By ensuring sufficient contrast, you not only enhance the visual appeal of your design but also make it more inclusive and accessible to everyone.
Principle 4. Grouping
When you glance at a bicycle, you instantly recognize it as a single object rather than analyzing each individual part. You perceive the whole, not the sum of its parts. This phenomenon is rooted in Gestalt theory, which explains how our minds naturally group elements to form a cohesive image. While it may sound complex, you’re likely already applying these principles without even realizing it!
A well-structured hierarchy helps us group elements effectively, allowing viewers to instinctively identify what belongs in the foreground and what recedes into the background. This process, known as shape perception, makes designs more intuitive and engaging.
Other techniques for grouping include:
- Continuity: Our minds fill in gaps, connecting disjointed elements into a unified whole, like a broken line appearing as a single path.
- Proximity: Elements positioned close together are perceived as related, much like a flock of birds or a cluster of dirty plates on a counter.
- Cultural Perception: Grouping can also depend on context. For instance, eggs and a rabbit are naturally associated—but only for those familiar with Easter traditions.
*Sallie Harrison | Art Director & Visual Designer
Principle 5. Movement
Motion adds speed, energy, and even chaos to designs. While motion can be applied literally in websites and videos, through animations or transitions, in photography, it’s often achieved using techniques like motion blur.
But how do we capture this sense of motion in static designs?
To create the illusion of movement, designers often use patterns with high color contrast. These patterns trick the eye into perceiving motion, as though the design is alive. Beyond this literal illusion, there’s also a subtler approach: evoking the feeling of movement.
One example is dynamic balance, where elements are positioned in a way that implies motion. Other techniques include using diagonal or dotted lines, embracing asymmetry, or portraying a person or vehicle in an action pose.
These strategies bring energy and vibrancy to your designs, adding a spark of life that captivates the viewer.
Principle 6. Patterns
Patterns are everywhere—in the rhythmic tread of footsteps on a sidewalk or the predictable cycle of changing seasons. These may not be the first things that come to mind when you think of patterns, but they illustrate how patterns can emerge both unconsciously and intentionally, such as in the designs of rugs or wallpaper.
In design, a pattern is formed when elements—shapes, colors, or lines—are repeated consistently. This repetition can establish symmetrical balance, create contrast, or even subtly guide how people view and interact with the design.
Principle 7: Space
White space is the breathing room in graphic design. Just as a meaningful conversation benefits from pauses, a strong design needs space to breathe. In design, we identify three types of space: positive space, negative space, and white space.
Positive space refers to the areas filled with content, such as foreground elements. Negative space is its counterpart, encompassing the spaces between, within, or around objects. For instance, a subtle background pattern can serve as negative space.
Finally, there’s white space—more than just empty gaps. It’s the cohesive force that holds your design together. Without adequate spacing between text, images, or buttons, your design can feel cluttered and overwhelming. Thoughtful use of white space allows you to guide attention and establish hierarchy. For example, adding extra white space around an image can make it stand out, while increased spacing between lines can emphasize specific content.