The Basics: Using the Principles of Design

Using the principles of design can do wonders for your marketing campaigns and promotions. Discover what each principle is and what each can do.

"Effective design and messaging work in tandem to convey the value of your business legibly and, most importantly, memorably.” - Business News Daily

When it comes to design, there are things you can’t do willy-nilly. It’s like learning how to ride a bike, you need to start somewhere first. For the world of designing, learning the Principles of Design is a great place to start. These aspects are important as it teaches you how to make use of different concepts and guidelines. These principles serve as rules that a designer should follow to create effective branding for a company.

You might be thinking “Is design different from art?” and the answer is quite simple: Design has to have a purpose. This means that when you are designing something, it needs to accomplish a certain goal. Like any disciple, design has strict rules that every designer needs to follow. If designs miss a certain balance, it will make the product look sloppy, weak, cheap, and just ugly.

In this guide, we will be discussing the principles of design and how you can use these concepts when designing stickers and business cards.

Emphasis

This is the first principle and the first thing you focus on when creating a design. This aspect emphasizes important information that you want people to know. An example of how this is used is by using the strongest, boldest type of font for the title of the event. Being unable to communicate clear ideas will confuse the people who see your design.

Balance

Visual weight refers to the weight that a design carries. Like real-world constructions, designers need to find a way to balance this weight. Imagine something like a seesaw: If one side is heavy, it will look uneven to look at. You need to balance the image perfectly to order to make it look equal and appealing.

Balance can mean multiple elements, such as shapes and sizes. Note that you can also achieve a balanced look with an asymmetrical design choice. You can use this concept, among others, to create a logo of your very own. You can also consult designers to gain the best possible outcome.

Contrast

Contrast refers to the difference between two or more objects. The difference in these objects could be anything. For example, bright and dull, big and small, thin and thick, etc. This aspect is usually used to increase readability, accessibility, and legibility. You’ll want your background to be significantly different so that the colors won’t clash and become harmonious.

Repetition

When you are using a certain color palette or font, you’ll soon find that you’ll repeat some designs. Don’t fret though, because that is completely normal. In design, it is often said that repetition strengthens and unifies your piece. If you are only using a single font or color, it may look like a mistake. This aspect is also important beyond printing products. Repetition occurs when you are featuring a logo on your website, social media, stickers, pens, and more.

Proportion

Proportions refer to the size and weight of the image you are designing. This aspect is often used to highlight parts of the design, instead of the entire whole. By grouping related elements, you can increase the importance of text with a smaller size. This element will naturally appear once you master balance, construct, and repetition, you’ll be good to go. Combining these aspects will make your marketing campaign succeed.

Movement

Creating a sense of flow is called movement in the world of design. You can make use of this aspect to lead viewers to the parts that you want them to see. You can create a story based on how you lead people on. You need to have a proper grasp of the other principles and make each one move towards one goal. Not making use of this principle could kill your design outright.

White Space

Once you’ve done dealing with all of the other principles, it’s time to work on the final one. White space is the only principle where you don’t add anything. Instead, you need to make use of the negative spaces around your piece. This part is the one that beginners have the most difficulty with. However, being able to create room and space can mean the difference in each design.

Final Thoughts

And that’s all seven! Slowly mastering every principle is the key to creating a design that will attract a crowd. With this guide, you’ll get an insight into how to effectively create logos and promotional designs for your business. Doing a campaign that makes use of stickers will become a cinch.