The Rules of Graphic Design

Written by: Peter Goulding | November 30, 2009

Following on from previous posts and continuing our design journey, this week we´ll examine the principles or rules of graphic design. Being of the creative sort you might feel shackled by rules but like all rules they can be broken, but you must first understand these principles before breaking them. If you take the time, follow and apply each of these principles your work will begin to function effectively and communicate. Although each principle is individual in its purpose, they are all interconnected and work together to achieve effective design.

I repeatedly refer to the term ¨design elements¨ throughout, for a more in depth understanding of what this term means refer to my post ¨The building blocks of graphic design¨.

Alignment

The purpose of alignment is to unify and organize a design. Good alignment is invisible to the readers eye and when alignment is off, its sticks out like a sore thumb. Poor alignment gives a layout a sloppy and disorganized look.

Remember primary school, when lunch had finished and the madness that was the school yard suddenly came to a halt. Each class formed organized lines of kids and calmly, class by class each line followed the other back to the classroom. Imagine for a second the chaos and stampede that would have occurred if that simple aligning procedure was neglected. Alignment results in order and structure, how you align design elements can either help to communicate or cause confusion. Good alignment can guide the reader and enhance understanding, help connect and create a visual tie that makes elements appear interrelated.

Balance:

Try running a race hopping on one leg, while your hopping along and trying to prevent yourself from falling over the competition has left you for dead. Your at a disadvantage using one leg, your off balance. Run the race again, now using both legs with balance restored and unless your a complete snail you´ll at least be able to keep up with the pack.

Balance in graphic design works along the same idea, it comes from making sure your design achieves visual balance for it to function. Visual balance comes from arranging design elements so that no one element appears heavier than the other, like having both legs at your disposal, it stabilizes. In design we can create balance in two ways:

1 – Symmetrical Balance

Balance is achieved by placing design elements on one side of an imaginary horizontal, diagonal or vertical dividing line with corresponding elements of the same size, weight or intensity on the other side of this imaginary line.

2 – Asymmetrical Balance

Balance is achieved by using different elements of size, weight or intensity and pairing them with equally different elements on the other side of an imaginary horizontal line. For example, using a large header on the upper left hand page of a double spread and then balancing it with photo on the bottom corner of the right hand page.

Clarity:

To visually communicate, clarity is essential. For example, your talking on your mobile phone and your hand is covering your mouth piece, although your hand is necessary its preventing you from communicating clearly. Clarity in design works along the same principle, any design element employed in your work should never obstruct or prevent the message been communicated, they should contribute and facilitate communicating the message.

Clarity is achieved by hierarchy, supporting images and the correct use of language, all these design elements working together to support and communicate the chosen message. Clarity will give an audience more information in a shorter period of time once you have their attention.

Contrast:

Living in Spain and enjoying all the splendid sunny weather, I´ve developed quite a healthy tan, a nice shade of brown. For the most part my milky white Irish skin has disappeared except for below my waist line which is normally covered by my swim shorts. If you wanna know what contrast is, its the point where my nice tanned skinned meets my waist line where my my pale white, pasty Irish skin lies unexposed. Its actually quite funny, it looks like I´ve painted white shorts on my body.

Well folks, thats what we call contrast, its created when two elements appear visually different, it can help draw attention and create a focal point. Contrast is best achieved by creating it with strength and impact.

Direction:

Direction can be described as the process used to guide the readers eye through a design. Direction is created by using design elements to lead the reader and direct the eye to follow a chosen path within a design. What does the reader see first, where is the eye drawn to next and where does it finish. Visual hierarchies using design elements help guide the reader and contributes to flow which directs the reader smoothly and effortlessly around a design. The reader should be able to follow a logical progression through a layout, from a definite beginning to a definite end.

Focus:

Imagine for a second starring an advert overloaded with visual messages, cluttered with design elements and exploding with color. What would you think? I know what I´d be thinking, ¨lets get the hell out of here¨. Adverts like this are instantly off putting with to many things competing for our attention, we become visually stressed and our immediate reaction is to turn the page.

To avoid such a reaction, an advert or design should act as a whole and create a focal point for the reader to capture attention. Everything else should support this focal point, its the hook that pulls you in, the attention grabber or the appealing image of a product that arouses interest, focusing our attention. Its about creating a centre of interest and then once that interest has been achieved, its about the message and re – enforcing it.

Harmony:

I once worked for a company where nobody really knew 100% what their role was, their responsibilities or who was their boss was. Nobody appeared to be working towards a common goal and everyone was pulling in different directions, complete disharmony, as you can imagine the company eventually went bust.

Imagine if all the individual parts of the company begin working together as a whole, success might have been achievable. As with this example, harmony in graphic design can be achieved when all the design elements work together to produce a meaningful whole. Its in this working together that harmony can be achieved. Individual parts come together to produce visual combinations that support the message of the design. Disharmony on the other hand, if used intentionally can create tension or points of contrast.

Message:

Simply stated, a message is information received and understood. Any design project you undertake, whether its branding, print advertising, packaging or web design should all have some overriding message. Designers should always ask themselves the question is my design confusing or enhancing the message?

Good design improves the readability and effectiveness of any message.

The message can be communicated on different levels, both on an emotional and intellectual level. A beautifully designed brochure or eye catching flyer that communicates no clear message is a useless as a rubber hammer.

Proximity:

Proximity´s primary purpose is to organize. Proximity creates a bond between design elements, how close together or how far apart elements are, suggests a relationship or lack of. Visual connections should be used to organize related elements helping to make a design more accessible. Proximity works by grouping related elements together so they are seen as one cohesive group rather than a bunch of unrelated design elements.

Proximity or closeness implies a relationship. It does not mean everything needs to be closer together, it means design elements that share a connection or common purpose should be visually connected in some way.

Repetition & Consistency:

Imagine the confusion created from working with a designer, who on a daily basis changed what they charged, one day was x amount, the next day x amount plus 20 and the following day it changed again, depending on the whims of the designer. Eventually, clients would just get feed up with the designer and take their business else where.

As in design, repetition and consistent use of design elements throughout a layout help unify a design and avoid confusion. Using consistent type styles, margins and design elements throughout a layout creates repetition and makes individual pages appear part of a cohesive whole that visually unifies all parts of the design. It presents a consistent look and feel.

Next week, we´ll wet our feet in the world of typography.

Topics: Graphic Design | View Comments