Written by Holly Embry
Though the industry has changed a lot over the years, the need for good design remains the same. We’ve all seen them: the ads, covers, and infographics that do not quite seem to do their job, but for many people – they don’t know why.
Do the colors really work together? Is everything on one side and not the other? Does it feel ‘top heavy’ or off-balanced? Does it have the right focus (point)? Is there too much going on or not enough?
That’s because there are concepts in design that actually make it work - from the simplicity of basic art elements to the more in-depth principles of design. Those who choose to ignore these will not achieve the full marketing potential of their work.
These topics form the building blocks of a good design. The main art elements begin with line, shape, value, color, texture, and space/depth. The second group of art elements includes light, pattern, mass, time, and motion.
The principles of design cover these topics and then go even more in-depth. These topics include the design process, critical thinking, focal point, contrast, emphasis, repetition, balance, unity, proportion, scale, proximity, rhythm, variety, alignment, white space, negative space, hierarchy, and visual hierarchy.
However, if that list seems daunting, here are a few ways of making them work for you.
Design principle #1: Focus on alignment.
Design principle #2: Use hierarchy to help focus your design.
Design principle #3: Leverage contrast to accentuate important design elements.
Design principle #4: Use repetition to your advantage.
Design principle #5: Consider proximity when organizing your graphic elements.
Design principle #6: Make sure your designs have balance.
Design principle #7: Optimize color to support your design.
Design principle #8: Leave negative space.
Finally, here are a few links that can visually show you what all of this is talking about.