Graphic Design: Principles of Design

Graphic Design, in a nutshell, explains the “how” of things.

• How to navigate a site
• How to search for information
• How to order a product
• How to convey information

Design communicates ideas, concepts and fucntions to the intended target audience in a visual manner. When establishing the visual design for your web site, you begin with the general information and move to include the specific messages and content.

Effective graphic design will not only make your content easier to use, but also make it more enjoyable to the user.

Lets take a look at a few professionally designed sites by Newark1 of New York NY:

Newark1 New York NY
wedding planner - 6 Degrees of Celebration

new york day spa - Village Day Spa


The Principles of Graphic Design

BALANCE - Balance is an equal distribution of weight. In terms of graphics, this applies to visual weight. Each element on a layout has visual weight that is determined by its size, darkness or lightness, and thickness of lines. There are two basic approaches to balance. The first is symmetrical balance which is an arrangement of elements so that they are evenly distributed to the left and to the right of center. The second is asymmetrical balance which is an arrangement of unalike objects of equal weight on each side of the page. Color, value, size, shape, and texture can be used as balancing elements.

Symmetrical balance can communicate strength and stability and is appropriate for traditional and conservative publications, presentations, and web sites. Asymmetrical balance can imply contrast, variety, movement, surprise, and informality. It is appropriate for modern and entertaining publications, presentations, and web sites.

To create balance:

1. Center elements on a page.
2. Put several small visuals in one area to balance a single large image or block of text.
3. Lighten a text-heavy piece with a bright, colorful visual.
4. Leave plenty of white space around large blocks of text or dark photographs.
5. Offset a large, dark photograph or illustration with several small pieces of text, each surrounded by a lot of white space.

1. Repeat a series of similarly shaped elements, with even white spaces between each, to create a regular rhythm.
2. Alternate dark, bold type and light, thin type.
3. Repeat a similar shape in various areas of a layout.
4. Repeat the same element in the same position on every page.

1. Use bold, black type for headings and subheads and much lighter text for all other text.
2. Place a large picture next to a small bit of text.
3. Reverse (use white type) a headline out of a black or colored box.
4. Use colored type or an unusual font for the most important information.
5. Put lists you want to highlight in a sidebar in a shaded box.

1. Use only one or two typestyles and vary size or weight for contrast throughout the publication, presentation, or web site.
2. Be consistent with the type font, sizes, and styles for headings, subheads, captions, headers, footers, etc. throughout the publication, presentation, or web site.
3. Use the same color palette throughout.
4. Repeat a color, shape, or texture in different areas throughout.
5. Choose visuals that share a similar color, theme, or shape.
6. Line up photographs and text with the same grid lines.