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01. Balance

Balance lends stability and structure to an overall design. To understand it better, think that there’s a weight behind each of your design elements. Shapes, text boxes and images are the elements that form your design, so it’s important to be familiar with the visual weight each of those elements possesses.

 

02. Proximity

Proximity helps in creating a relationship between similar or related elements. These elements need not be grouped together, instead, they should be visually connected by way of font, colour, size, etc.

 

04. Visual Hierarchy

In simple words, a hierarchy is formed when extra visual weight is given to the most important element or message in your design. It can be achieved in various ways — using larger or bolder fonts to highlight the title; placing the key message higher than the other design elements; or adding focus to larger, more detailed and more colourful visuals than those less relevant or smaller images.

 

05. Repetition

Repetition is a fundamental design element, especially when it comes to branding. It creates a rhythm and strengthens the overall design by tying together consistent elements such as logo and colour palette, making the brand or design instantly recognisable to viewers.

 

06. Contrast

Contrast happens when there is a difference between the two opposing design elements. The most common types of contrast are dark vs. light, contemporary vs. old-fashioned, large vs. small, etc. Contrast guides a viewer’s attention to the key elements, ensuring each side is legible.

 

07. Colour

Colour is an important design basic and it dictates the overall mood of a design. The colours you pick represent your brand and its tonality, so be careful with the palette you choose. As a graphic designer, it’s always helpful to have a basic knowledge of colour theory, for example, gold & neutral shades evoke an overall feel of sophistication, bright colours signal happiness, and blue creates a feeling of calmness. Colour palettes can be used as a contrast or even to complement the elements.

 

08. Negative Space

We’ve discussed the importance of colours, images, and shapes, but what about the space that is left blank? It is called the ‘negative space’, which in simple words means the area between or around the elements. If used creatively, negative space can help create a shape and highlight the important components of your design.

 

09. Typography

“Words have meaning, type has spirit,” — Paula Scher.

Typography is one of the key pillars of design, and it speaks volumes about a brand or an artwork when executed stylistically or even customised. Sometimes, ‘type’ is all you need to showcase your design concept.

 

10. Rules

Once you’re an adept graphic designer who understands the foundations of design, then it’s time to break some of those rules. And, by that, I don’t mean, use pixelated images or an illegible font type. Remember, whatever it is that you’re choosing to communicate, should not be compromised.