Top Principles of design to build your brand in 2022

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    It’s easy to design, but when a pen is pressed against the paper, it may be difficult to express the message visually you’re trying to convey.

    Although the components in the artwork are thought of as the fundamental elements in a design, the fundamentals of design are regarded as the norms. If you’re an entrepreneur or eager designer, knowing the basic principles of design can enhance the effectiveness of your current product.

    When you’ve grasped all the design elements, It’s not challenging to become adventurous and try to include various shapes, shades, or even different types of fonts and lines. However, if you don’t understand the fundamentals of design, it’s possible to create an unconnected composition, complicated, confusing, and hard to understand.

    10 Principles of design to grow your business   

    Each design is designed to communicate a message to a target audience in mind. When you apply these five principles, you’ll be well on your way to creating a successful and understandable design.


    Principles of design
    Image source- 99designs

    Imagine riding a seesaw too heavily on one side can make the other fly in the air. Artistic elements carry weight too. Even though it’s visual but not weight in actual terms, there’s an effect similar to a seesaw when a design isn’t properly balanced. The attraction of a piece is based on how your visual weight will be spread. Like a saw that lacks balance, the viewer’s eye is likely to move toward one aspect in the piece, leaving the remainder of the work unnoticed.

    Balance can be classified in three ways: the symmetrical, the asymmetrical, and the radical. If the components of a piece are balanced, the design is classified as symmetric. This type of balance provides an orderly and formality in an artwork, which is why it is commonly used in institutional architecture art and religious art. Radial symmetry – a variant of symmetrical- refers to how parts of designs are set evenly around a particular point.

    Asymmetrical balance, by contrast, incorporates two weights making a composition not always visually equal; nevertheless, it has the exact symmetry. Asymmetrical designs tend to be more attractive visually when compared with symmetrical ones. They create movement in an art piece by drawing viewers’ eyes to the whole composition.


    While alignment is often ignored in most cases, without this tool, an image would not understand unity, direction, or even organization. Alignment is simply the way elements are laid out on the page. Its goal is not just organization and is crucial to improve the overall visual appeal of the layout and the layout of a page.

    Designers are aware that humans naturally scan pages when designing a product. The different types of alignments – left and right, centered and justified – differ in how you employ these types of alignments. In the English-speaking world, texts are generally read from left to right, which is why left aligning is the most commonly used. However, other formats are used strategically for specific purposes like promotional, ornamental, or smaller pieces of text.

    In general, alignment refers to two particular components of design: typography and images. Graphic designers strive to find an equilibrium between these two to ensure that both the text and pictures appear visually appealing and share an effortless connection. With proper alignment, a piece seems neat, tidy, and clear to viewers.


    If designers shift elements closer or further away, they utilize the concept of proximity. There are two primary reasons why designers use proximity to make connections or establish connections.

    If we see design elements next to one another in a composition, we see the elements as being related. When separating aspects from each other, the designer can communicate that there is no connection between them. The relationship between elements gives an atmosphere of organization, relevancy, and hierarchy.

    The importance of proximity is when a designer is trying to convey a message or attain a result, particularly in advertising and marketing. Graphic designers who employ proximity are regarded as an effective branding technique. You can see it in the Unilever logo, and the tiny shapes are laid out quite close to each other. This makes our brains think they are an image of one “U.”


    Principles of design
    Image source- 99designs

    Repetition can be achieved by repeating the same element repeatedly in a design. Although this might seem easy, however, designers rely on the idea of repetition to create the impression of organized flow and consistency within an overall composition. In every design, you’ll need to repeat elements, and doing so will increase and strengthen the aesthetic impact of the design.

    The concept of repetition could also be a powerful strategy to use in business. Visual elements in a business’s branding identity serve as the image of how the company is perceived. Repeating a logo is not just beneficial in a single print, but it can be successful when used throughout a company’s portfolio of designs. A distinctive logo is repeated across social media, such as business cards, brochures, and web design. It can enhance a user’s experience and help establish a brand’s recognition.

    Apart from the basic technique that repetition is used, artists often employ repetition using patterns, wither, and rhythm. Patterns, which are repeated of multiple design elements that work in concert with one another, are typically observed in physical design like the architectural design or interior design; however, they are also used as backgrounds webpages and apps. The term “rhythm” refers to the space between elements that are repeated. Designers employ the intervals between elements to create a sense of motion for viewers.


    Principles of design
    Image source- 99designs

    The saying goes that opposites attract, which could be the case for other design elements. Imagine a design without contrast; every color, font, shape, etc., would be identical in size, and the design would appear dull. Contrast is the element that helps an image “pop,” making it memorable to viewers.

    Contrast is also a factor in the efficiency of a design. The design’s structure is based on how contrast is utilized to direct the viewer’s attention to what’s most important. For example, if the entire content of the design were similar in size and size, how would the viewer be able to discern which elements are most important? By contrast, designers are able to draw attention to specific features they would like to highlight by creating the focal point for the audience as well as a visual order.

    Principles of Design Rhythm

    The concept of rhythm is more complex than the initial concepts of pattern and repetition. Pattern and repetition are both applied to the same element in the design. It is the visual pace of an array of features that are repeated, and in different ways, it creates the impression of a well-organized movement.

    The rhythm is often concealed in artworks and isn’t always as obvious as the design principles of repetition and patterns. For example, the diagonal lines don’t appear in a certain pattern in the illustration below. Instead, there’s a repeated pattern of the elements, with variations.

    Principles of Design Movement

    Principles of design
    Image source- 99designs

    The term “movement” refers to the route that the viewer’s eyes follow through a picture. When composing an image, each element has the ability to affect how the eyes move. The most important elements can be able to influence secondary elements, and then on. The movement of a composition adds excitement and keeps the viewers interested.

    The movement can be produced by utilizing variations of an element over and over. Using curved lines or diagonal lines can create more motion than straight lines. Utilize lines to mark the route to the center point. Colors can aid in enhancing the sensation of movement by mixing low and high important colors to generate excitement. One way to show motion is to use images that show movement, such as hair blowing moving in the breeze. Certain artists employ illusions, such as optical art, where repeated images and contrast make our brains crave organizing the data.

    In the image below, the movement is caused due to the curly lines and the colors that overlap. These effects boost the movement since they are instabile, and that gradient blurs lines instead of making them static.

    Principles of Design Proportion

    Proportion is the perception of harmony that occurs when all elements of an arrangement are well-connected to one another. The main focus of proportion is dimensions and size in the event that two components are in competition. For instance, in the field of art and drawings, the proportions are crucial in order for the drawing to look real. Proportion doesn’t always refer to the dimension of an element but rather to the relation between the two elements or even more.

    In the hierarchy of layouts in layout hierarchy, the ratio of the headline to the caption for the photo has to be higher since it is considered to be the main element. Less important elements are less significant. If you can achieve a great sense of proportions in a piece, it will create an element of harmony as well as balance.

    Principles of Design Harmony

    Harmony is the perception of cohesiveness among the elements of an arrangement. The features should not be the same or even completely distinct, but they should be connected in some way. The use of similar colors or textures will create a feeling of unification between the various elements. Combining items with similar shapes can create harmony since they appear to be similar.

    Too much or not enough harmony can cause a design to become boring; there must have some variation to make it visually appealing.

    Principles of Design Variety

    Inspiring visual interest will keep the attention of your viewers. Engaging them and leading them through the design can create an engaging user experience. Variety brings something new to the composition, creating tension and contrast. For example, mixing organic shapes and geometric shapes creates variety. This should be a way to strengthen the message you’re trying to convey in your design. Otherwise, it may appear unimportant.


    While these rules are considered as the “rules” of design, there aren’t any specific guidelines for how to implement these principles. This could be a challenge to a novice; however, as with most professionals, you’ll eventually get used to your intuition and follow what is required by your company. Sometimes it’s useful to break with the basic principles of design so long as the essential information is communicated clearly.

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