The 7 Principles of Design

Why do some designs look more professional than others? These are the 7 design principles we follow when creating new designs:

1. Balance

In design each element carries a certain visual ‘weight’. If all of the parts are arranged on the left of the page then the design will look uneven and unbalanced. By distributing them so that they offset one another the design creates a whole that has a pleasing equilibrium. 

2. Proportion

Similar to balance, good proportion maintains an agreeable relation of parts within the whole. It’s the consideration of parts in relation to the whole.

3. Contrast

Without contrast, even good design can be boring (or worse, ineffectual). While balance and proportion help to maintain cohesiveness, contrast adds interest.

4. Economy

Economy is the same as the “less is more” principle. On average, simplicity tends to emphasize a design’s intent more powerfully than complexity.

5. Direction

When elements are arranged well, “movement” or the illusion of direction is created. This helps lead the viewer’s eye and can emphasize the design’s intent (i.e. to sell a product or create a movement).

6. Emphasis

Also known as dominance, this condition exists when design elements are arranged to create a hierarchy of visual importance. For example, the cover of a book might include a title, subtitle, and the author’s name.

7. Space

Perhaps most important to overall quality of design – as important as emphasis, but overlooked by many designers – is space. Including space (often called white or negative space) in a design provides its other elements with all the characteristics listed above. More often than not, a design fails without space because it feels cluttered and overwhelming.

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