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When you are new, there are a lot of things that need to be studied, done, taken into account - not to mention the fact that technologies are constantly evolving, new programs appear, new trends are coming into fashion. Honestly, all this can put serious pressure.

So let's slow down a bit. In this article we will discuss the 20 principles of design that (we hope) will help you take the first steps in this creative environment. So settle down and let's discuss the principles.

1 Line

I'm sure you know what a line is, but let's be clear just in case: a line is any linear mark. If you think about it, everything consists of lines. Even the words and letters that you are reading now are created from thousands of curved, broken and straight lines.

Various ideas can also be conveyed via lines. Straight lines speak of order and tidiness, wavy lines create a sense of movement, and zigzags give tension or excitement.

In photography, the technique of “guide lines” is often used, which, as the name implies, directs the eye. If you manage to find the guide lines and focus on them, you can focus the viewer's eye on specific details of the image.

Let's look at an example of using guide lines in web design. On this page, we see a very steep diagonal grid, and strong guiding lines lead us down the page section by section: the look quickly slides along a zigzag.

Use lines - this is a great way to stylize your illustrations. For example, look at these illustrations in the form of airframes, which Ksenia Stavrova creates for the clothing brand SNDCT. Each illustration is made with simple white lines, which gives the design integrity and recognizable style. Pay attention to the lines to create intriguing images.

The line is a multifaceted, simple and effective graphic element that you definitely should not take for granted! Experiment with lines and see how cool they can make your design!

2 Scale

Scale plays a huge (sometimes literally) role in design. In its most basic sense, scale is the specific size of individual elements. Scale helps us interpret designs and images correctly. Let's say you need to draw a mouse next to an elephant. Most likely, your mouse will be much smaller than an elephant, so that the audience can understand the essence of the drawing at first glance.

This is how scale helps us to understand many things correctly. But not necessarily always guided by realism when choosing a scale. You can create incredibly large or very small images to impress the viewers or to emphasize what is most important in design and what is secondary.

For example, take a look at this Gabs Gregorts Domaradski poster for the movie Drive. On this poster, the main character is depicted very large: first of all we pay attention to him, and only then we notice all the other faces.

This picture is not realistic, because the faces of people in ordinary life of the same size (and Ryan Gosling is not a giant, as I recall). However, due to the scale of the viewer it becomes immediately clear how important each character in the film. The same effect can be achieved in design.

When the scale sets the importance of elements - this is called a hierarchy. Do not worry, we will talk more about the hierarchy later! For now, let's look at an example in which scale is used to express importance.

In this design from The Consult company, some figures, indicators and data are presented on an enlarged scale, so that users immediately pay attention to them.

Want some more useful tips on scale? Read article 5 interesting ways to use scale in design especially in affiliate web design.

3 Color

I know, there is no need to paint how important the color is in design, but I will still paint. Color is the foundation. Color creates a certain mood and atmosphere, conveys emotions; each shade causes its own associations. In short, color can decide the fate of your design.

Let's look at two branding examples. The first number we have is work from  Smack Bang Designs  - Lite Luxe skin rejuvenation design for women. In this design, preference is given to light, soft, pastel colors. White, light gray, soft purple, as well as a little copper and gold - all these colors softly complement each other, and the result is a calm, elegant and feminine design.

On the other hand, we have a second example: the design of the Frooti brand (juice producer) by  Sagmeister & Walsh . In contrast to the previous example, in which the colors of the selected palette softly complemented each other, in this case, we apparently have very contrasting colors, due to which the design becomes more active, energetic and playful.

Color plays its role not only in the elements of branding, its influence extends to everything - even to photographs. Thanks to filters and various settings, we can infinitely improve the colors and tones of photos.

Do you create an elegant and sophisticated poster design? Why not use a monochrome filter in black and with high sharpness - such as the Canva Street  filter . Or maybe you want to create an eccentric image? Slightly lower the contrast of the image to muffle the colors, make them softer and calmer.

4 Repetition

Take any well-known brand - Coca-Cola, Apple, Nike - and I am sure you can present their logo, image and color scheme. Why does all this instantly pop up in memory? Yeah, right, it's a matter of repetition.

As for the brand design, repetition is a key element: it provides a consistent brand image, and logically links all the elements together.

Let's look at an example of branding from  Michelle Wang . As you can see, in this corporate style everything is agreed: the color palette, the use of the logo and even indents.

Repetition is a key element of branding, but it also finds its use in creating beautiful “disposable” designs. For example, repetition is a key component of patterns and textures.

Look at this packaging design from  Nastya Chamkina : repetition is used to create a beautiful pattern. Patterns are not necessarily boring floral patterns, like on old dusty curtains, patterns can be fun and effective. So why don't you use repetitive patterns in your future work?

Want more inspirational patterns of branding using patterns? Read this article: 50 delightful geometric patterns in graphic design !

5 Negative space

Let's face it: negative space is “space between,” an area within and around elements that has its own form.

The recognized king and pioneer of negative space was the artist Maurits Asher: I am sure that you already met his works and confused them. Escher created many mosaic works in which one form smoothly flowed into another through a negative space, as in this Sky & Water I engraving.

See how Escher used the space between the birds to create a fish shape? This is how negative space works - it takes into account everything that is inside and around the physical design, and uses this space to create something new.

If you use negative space wisely and thoughtfully, you can create truly amazing and interesting designs evan a edifce smart watch design. Look at these simple animal icons from designer George Bohua : with the help of simple, pure forms, a clear image of each animal is formed.

6 Symmetry

Scientists have proven that human beings by nature tend to be symmetrical. Symmetric faces, patterns and designs seem to us more attractive, effective and beautiful.

Symmetry is often used in logos to achieve a harmonious and balanced design. There are many examples of symmetrical logos: Target, McDonald's, Chanel, Starbucks, etc.

Of course, symmetry is not a universal solution for any design - and should not be. There is a fine line between a balanced and “too symmetrical” design, in which the sides look like identical mirror images of each other. Therefore, instead of pursuing a perfectly symmetrical design, try to use only light hints of symmetry in your work.

For example, symmetry is clearly visible in this wedding invitation, but its sides are not mirrored. The designer has built some graphic elements and text so that the symmetry is not too obvious. The result is a delicate, romantic and balanced design:

In addition, symmetry is not always so obvious. Sometimes it is so elusive that you will not even notice. Vivid examples of invisible symmetry can be found in the design of printed publications, namely in the design of text blocks. Open any magazine, find a long article and, most likely, you will find that the text is divided into columns, often symmetrical in size - this is how the article looks more legible, tidier and more visually pleasing.

Look at the design of this annual report from  Brighten the Corners and  Anish Kapoor  - the columns of the text are symmetrical about the middle of the turn.

If you use a bit of symmetry in the layout, you can create a sense of balance and order. So the next time you create a design like a publication or work with large volumes of text, pay attention to the symmetry: maybe it is too much (or too little)? If it seems that something is wrong with the design, experiment with symmetry.

7 Transparency

The degree of transparency of the element shows how far we can see "through it." The higher the transparency, the easier and more inconspicuous the element looks; the lower the transparency, the more massive it is.

Let's look at an example of using transparency. In this adorable work by Jack Crossing, layers of different shapes, colors, sizes and levels of transparency create truly beautiful graphics. Experiment with levels and transparency effects to present the layers and shapes of your graphics in an interesting form.

Transparency is also great for creating motion effects in static images. For example, consider this poster from  Filippo Barakani , Mikko Gertner and  Laurantz Potthast , in which several translucent images are superimposed on each other, which creates a sense of movement and an effect of involvement.

Transparency is not only used in digital graphics. For example, an invitation to the New York Glass Museum, printed on transparent glass - this makes the design unique and fascinating. Be sure to consider the media on which your design will be placed: if there is an opportunity to “play” with transparency, think about how you can creatively beat it.

8 Texture

A clean, crisp, and sleek graphic design is cool, but sometimes a little rough texture doesn't hurt. The texture makes the design more deep and tactile and brings interesting effects to it.

However, as is often the case, this technique should be used sparingly: if there are too many textures in the design, it looks overloaded. Remember: there is a fine line between “worn chic” and simply worn old design.

See how the design becomes “dirty” when there are too many textures in it? If it were not for the stroke, it would be impossible to read the font.

Of course, if the “dirty” image fits your style, then the textures will work fine, but if you want to bring only a slight sensation of tactility into the design, stay with us.

Let's look at an example of using texture to enhance a design effect. Thanks to the texture, this beautiful typography by  Dan Cassaro looks really vintage. Notice that the rough texture does not distract, but rather enhances the effect of the design: it makes it more holistic and creates a feeling of handwork.

And now consider the design of business cards from  Inkdot for the company Foremost Wine. The designer brought the use of texture to a new level - the business card paper itself is embossed. Think over in advance the sensations that your design will cause (not only in the spiritual, but also in the material sense) - and you will be able to create truly outstanding work.

9 Balance

Balance is important in all areas of our lives - and in design, of course, also.

To master the balance, you need to see the "weight" of each element: from text blocks to pictures. It is necessary to take into account the colors, sizes, shapes of elements and on the basis of this to evaluate their “weight” relative to other details.

There is a good way to do this: Imagine that your design is printed on a 3D printer. Think what stands out? What outweighs?

Look at this logo with a cat from  George Bohua  - the work is perfectly balanced. If such a logo is printed, most likely it will look harmonious.

One type of balance is “asymmetrical balance,” in which top / bottom and right / left are not mirror images of each other. Rather, the asymmetrical balance is achieved by “balancing” the elements with size and alignment. Consider an example.

In this energetic work, the elements are balanced due to their size and location on the sheet. Notice that in the work not only the top and bottom are balanced, but also the right and left sides - this is achieved through flexible sizes, as well as through a combination of elements with pictures and elements with text.

10 Hierarchy

The hierarchy in design is the same as the hierarchy in society: the idea is the same. At the top of the hierarchical list are the most important things, "kings". They need to "dress" as luxurious as possible, so that they attract more attention.

Look at these examples from A2 Magazine : we see three different ways to emphasize the importance of the title - from the most restrained to the screaming. Whichever method you choose, make sure that it matches the contents of the header.