Design 101: 5 Basic Design Principles

While we may not be able to send you to art school, we can give you some basic design principles to help you appreciate our designs and understand why we make the choices we do.

Don't believe us when we tell gently ask to shorten your 25 word title?

Read on to understand why.

The Basics

1. Grid

What it is: It organizes content and ensures consistency by dividing the design space into sections.
Why it matters: It creates a structured and balanced layout.

Example: Using a 12-column grid for web design.

2. Typography

What it is: The style and arrangement of text.
Why it matters: It makes things readable and sets the tone of the design.

Example: Choosing a serif font for a formal document and comics sans for when you want to annoy them. ;)

3. Hierarchy & Structure (not the political kind)

What is it: Visual arrangement to tell you how important something is.
Why it matters: It's like a map -it guides the viewer’s eye through the content.

Example: Larger headings for main sections, smaller text for details. (Like contact info- we all need it but not as the headline!)

4. Alignment

What it is: The positioning of elements to create order.
Why it matters: It creates a clean, structured appearance.

Example: Left-aligning body text for readability.

5. Negative Space

What it is: The space between elements on a page, including the space between text, images, and other components.
Why it matters: It improves readability, prevents clutter, and gives the design visual breathing room.

Example: Using generous margins around text blocks and images.

Layout

1. Contrast
What it is: Using differences between elements to highlight them.
Why it matters: It creates visual interest and emphasizes key elements.

Example: Using dark text on a light background.

2. Repetition
What it is: Reusing elements for unity.
Why it matters: Creates a cohesive and consistent design.

Example: Using the same color scheme throughout a brochure. (Your brand should have brand guidelines

3. Balance
What it is: Equal distribution of visual weight.
Why it matters: It ensures the design feels stable and harmonious. Like yin and yang.

Example: Symmetrical layouts for formal designs.

4. Proximity
What it is: Grouping related elements together to create relationships.
Why it matters: It helps organize information and improve readability.

Example: Placing captions close to images.

5. Scale
What it is: Relative size of text and visual elements.
Why it matters: It creates impact and draws attention to key parts of the design.

Example: Large headlines to draw attention compared to smaller body text.

Color and Contrast

Color
What it is: Using hues to convey mood and emphasis.
Why it matters: It sets the emotional tone and attracts attention.

Example: Use warm colors for energetic designs, cool colors for calming effects.

Supporting Visuals

1. Photography

What it is: Use of images to enhance design.
Why it matters: It adds visual interest and supports the message. People connect most to humans.

Example: High-quality product photos in an e-commerce website.

2. Illustration & Iconography

What it is: Custom graphics to support content.
Why it matters: It adds creativity and helps explain complex ideas.

Example: Infographics in a report.

Typography

Here is a step by step for how to incorporate typography into your design.

1. Set up a grid to guide the layout.
2. Import your text without any formatting.
3. Select the typeface that aligns with your brand guidelines.
4. Set line height to brand preference (e.g., 120% line height) using percentages to maintain consistency when font size changes.
5. Add paragraphs pacing, typically 10-20px between paragraphs.
6. Establish the visual hierarchy by adjusting font sizes, weights, and styles for headings, subheadings, and body text.
7. Ensure elements are aligned properly and use negative space effectively to improve readability and visual appeal.
8. Use brand colors and ensure sufficient contrast for readability.
9. Check the layout for balance, proximity, and scale, making adjustments as needed to create a cohesive design.

Of course, all this is just to give you an appreciation for the choices we make and the work we do.

We are more than happy to help you create purposeful content that will get right to your audience's pain points as well as please their aesthetic sensibilities.

If you are a B2B tech marketer in need of strategic content design and production, learn more about how we can help here.