You might be wanting to make a website, launch a new product, or just refresh your brand; all of these things require a good grasp of graphic design. That’s why we want to share some basic principles to help get you started with whatever your next project is!


Balance is the foundation of good design. It’s about distributing elements within a composition to
create visual stability. There are three types of balance: symmetrical, asymmetrical, and radial. Symmetrical balance involves mirroring elements on either side of a central axis, while asymmetrical balance achieves equilibrium through the careful arrangement of dissimilar elements. Radial balance, on the other hand, radiates from a central point outward. Understanding how to achieve balance ensures that your designs feel harmonious and cohesive.


Hierarchy guides the viewer’s eye through a design, emphasizing the most important elements and organizing information in a logical sequence. This principle is crucial for ensuring clarity and facilitating understanding. Techniques such as scale, color, contrast, and typography can be employed to establish hierarchy within a layout. By effectively prioritizing content, designers can direct the viewer’s attention and convey messages more effectively.


Contrast creates visual interest and helps elements stand out from one another. It involves juxtaposing different elements such as color, size, shape, or texture to create emphasis and drama. Strong contrast can draw attention to key focal points and enhance readability. However, it’s essential to use contrast judiciously to maintain coherence and avoid overwhelming the viewer.


Unity ensures that all elements in a design work together harmoniously to convey a cohesive message. It involves consistency in style, color, typography, and imagery throughout a composition. By establishing a visual connection between elements, unity reinforces the overall theme and strengthens the impact of the design. Attention to detail and careful craftsmanship are essential for achieving unity in graphic design.


Alignment brings order and structure to a design by positioning elements relative to each other or to a grid. It creates a sense of cohesion and organization, making the layout easier to navigate and understand. Whether aligning text, images, or graphic elements, precision is key to achieving a polished and professional look. Consistent alignment enhances readability and reinforces the visual hierarchy of a design.


Repetition reinforces visual consistency and helps establish a sense of rhythm and continuity
within a design. By repeating elements such as colors, shapes, or patterns, designers can create visual associations and reinforce branding. Consistent repetition fosters familiarity and strengthens the overall composition. However, it’s essential to vary elements sufficiently to maintain interest and avoid monotony.

White Space

White space, also known as negative space, is the area around and between elements in a design. It provides breathing room for the eye and allows content to stand out more effectively. Embracing white space is essential for preventing overcrowding and reducing visual clutter. Strategic use of white space can enhance readability, improve comprehension, and create a sense of elegance and sophistication.

Incorporating these principles into your graphic design practice can transform your work from ordinary to extraordinary. Remember, mastering the art of graphic design is an ongoing journey of exploration and refinement, so don’t be afraid to experiment and push the boundaries of creativity. Check out the rest of our website and pay attention to the different elements to see examples of these different techniques in action. If you would like the help of an expert graphic designer, we are just a call away!