Design Principles#
Design principles are the starting point of visual design. They act as the foundation or building blocks that guide us in creating effective and appealing visuals.
Just like an architect studies balance and proportion before constructing a building, a designer must learn these principles first before diving into more advanced visual projects.
They are applied in many fields, but under different names:
Programming / UI → Design System
Fashion Design → Style Guide / Collection
Product Branding → Brand Guidelines
Web Design → UI Kit / Component Library
Architecture → Design Standards / Stylebook
Publishing → Editorial Style Guide
Marketing → Campaign Guidelines
Design Key Principles#
The distribution of the visual weight of objects, colors, texture, and space.
The arrangement of visual elements equally on either side of a central axis, creating a mirror-image effect or equal distribution of visual weight.
A design principle where both sides of an image or layout feel equal in visual weight even though the elements do not match.
A design principle where visual elements are arranged in a circular pattern around a central focal point.
Highlights the viewer’s attention to the most important or specific design element of the layout.
Guiding the viewer’s eye to a predetermined path in the layout.
When reusing the same visual element (color, shape, font, pattern, images, etc.) to create consistency throughout the design.
Creates balance/harmony in terms of size, shape, and scale between visual elements.
Arranging and emphasizing visual elements in order of their importance.
Using different visual elements (colors, shapes, textures, images, etc.) to keep the design interesting.
Color Theory#
Color Theory is the study of how colors work together and how they can be used to communicate ideas, emotions, and visual messages.
Note
In visual design, colors can help:
Attract attention;
Create mood or emotion;
Organize information;
Make designs easier to understand;
Create visual balance and harmony.
The basic colors that cannot be created by mixing other colors.
Created by mixing two primary colors.
Created by mixing a primary color with a neighboring secondary color.
Colors that are commonly associated with heat, energy, excitement, happiness, and action. They can make a design feel energetic, active, friendly, or attention-grabbing.
Colors that are commonly associated with calmness, relaxation, freshness, nature, and stability. They can make a design feel peaceful, professional, clean, or trustworthy.
Typography#
Typography is the art and technique of arranging and designing text so that it is readable, clear, and visually appealing. In graphic design, typography helps communicate information, establish mood, create visual hierarchy, and strengthen the overall design.
Layout and Composition#
Layout and composition are the ways visual elements such as text, images, shapes, colors, and empty spaces are arranged in a design.