RWG - Graphic Design Principles (Lesson)

 

Graphic Design Principles Lesson

Every design is created with a message. Graphic design principles help communicate that message clearly through interaction with graphic design elements. These principles are guidelines used to guide designers on how to effectively and attractively use graphic design elements. As you recall, the graphic design elements mentioned in the previous lesson were: line, shape, color, texture, space, form, and typography. In this lesson, you will see how these principles and elements work together to create a more focal point. Take a look at the eight graphic design principles in the figure below that will be discussed in this lesson.

Contrast

In graphic design, the principle of contrast is used to highlight importance and create visual interest and dynamics. Contrast occurs when two or more properties of the design elements presented are different. Using opposite or different elements, such as color, size, shape, texture, and type plays a vital role in successfully achieving contrast.

Balance

Our eyes naturally seek out order and a sense of balance in any image that we see. When there is balance in a design it is aesthetically appealing because there is a psychological or visual sense of equilibrium. The design principle balance is like a seesaw; you are balancing design elements instead of the weight of two people.

There are two types of balances that we will discuss in this lesson, symmetrical and asymmetrical. Symmetrical balance occurs when you have two identical sides of a design. If you cut a design in half, each side is seemingly identical. Symmetrical design allows viewers to draw equal attention to all areas of an image. However, keep in mind that a design may be symmetrical, but not perfect. Think about the human body. It is symmetrical, yet you may have a birthmark on one side of your body and not the other one. Asymmetrical balance is the absence of symmetry. It occurs when you have different visual images on either side of a design, yet the image still seems balanced. Asymmetrical designs can evoke feelings of movement.

Alignment

If something looks a little off in your design, you may want to check the alignment. The design principle alignment helps ensure a sharp, ordered appearance for ultimately better designs by ensuring your various elements of design connect, relate, and interact with each other. Without alignment, your page or design will look chaotic or have no direction. Center-, right-, or left-aligned text is the most common use of alignment, but it is also used for asymmetry and to align text to other elements in your design.

Emphasis

Do you know someone who is always at the center of attention? What stands out that calls everyone’s attention to them? On a webpage, you may see an object or a design that grabs your attention. The design principle of emphasis is the part of the design that catches the viewer’s attention. The attention of the viewer is focused on a particular spot. The use of scale, color, contrast, shape, texture, and position of an object help achieve emphasis.

Repetition

The design principle of repetition is a repeating visual element, such as a line, shape, pattern, texture, or movement. There is a sense of consistency when using this design principle. Repetition is important because it breeds familiarity between your audience and your designs.

Repetition is not just the repeating of a visual element, but it can be the repeating of similarities. For example, a webpage layout may consist of similar sections, but not an identical layout. They all use the same fonts, colors, and data visualization style, too. This creates harmony and similarity throughout the website. Repetition helps ensure the coherence of a design because you are applying several instances of the same or a similar element over and over again.

Proportion

Have you ever looked at a family portrait and your eyes were quickly drawn to the 6’5" person standing next to their 5’4" family member? You become intrigued and start wanting to know who that person got their height from. This is a good example of the design principle of proportion. It pertains to the relationship among elements of different sizes and scales in the overall design. Elements that are larger in relation to others will stand out and appear to have more importance to viewers. Smaller elements appear less important. Proportion clarifies what your viewers are meant to see and how they are expected to take the image in -- its hierarchy of importance. A bad proportional design is confusing and may harm the message.

Movement

The design principle movement is the path the viewer’s eye takes through the design created. Movement takes the viewer to the focal points of the design. By careful placement of these focal points, the viewer is easily guided through the design. As a result, a clearer message can be formed and understood by the viewer through the design principle of movement.

Hierarchy

Nothing stands out if everything stands out. Hierarchy is the design principle that creates a visual prominence. It is used to show the relationship between elements and their order of importance. Hierarchy guides the viewer to what should be seen first, second, third, and so on. It can be shown through the manipulation of:

• Colors
• Size
• Contrast
• Alignment
• Repetition/Patterns
• Proximity
• Whitespace
• Texture

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Adding Background Color HTML Tags Video Transcript Links to an external site.

 

 

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