In graphic design, there are
principles of design that should be considered. These principles are what
typically separate good design from bad design. All these principles have a
relationship between each other and appear in every well-designed piece of work
you see.
A good grasp of design theory will mean there is always
substance behind your work.
The key principles of design are: contrast, hierarchy,
alignment, balance, proximity, repetition, simplicity and function.
Whatever work you produce be it for a magazine, poster, website
or advertisement, the principles of design should be considered.
A good designer will keep these principles and guidelines in
their toolkit and will consciously use them to develop their ideas.
Contrast Principle of
Design
Contrast occurs when two or more visual elements in a
composition are different.
In design we use contrast to generate impact, highlight
importance, create exciting graphics and create visual interest and dynamics.
Context is integral to contrast. We may think that
the chosen visual object in a composition says something about itself but it is
more often the visual elements around
it that give it it’s meaning.
For
example: Here is a simple circle. What is it saying about itself? Well, all it
says here is that it’s a circle but does it say how big or small it is? or how
far away from us it is?
To
suggest that, we need another visual element. So, here is a smaller circle and
by placing this new visual object next to the original circle we now create
contrast by context. By contrast, the above image is now saying that the
original circle is bigger.
But
what if we bring in another circle the same size as the original but this time
it’s darker. Well this may suggest that this circle is perhaps closer to us or
more important and it certainly grabs our attention more.
Contrast creates interesting relationships between the visual elements. It can push elements away, connect them or complement them. Without contrast, visual elements can be meaningless.
Contrast provokes our visual senses. Our eyes like contrast because it grabs our attention and makes it easier to digest and make sense of what we are seeing which is why it can be a strong method to communicate visually without the presence of type.
Here
we have two shapes almost identical in scale but they both vary in
characteristic. One has a smooth surface and the other has a pointed surface.
Now, what shape is your eye drawn to? In this case it may be the shape with the
smooth surface is so simple it makes us want to look at the other shape more
because it’s more complex.
The
next example demonstrates contrast in color and as well as shape. Even though
we have a mixture of shapes, they appear in various degrees of color.
Regardless of contrast between shapes here, there is a clear contrast of color
or tone. The darker the shape, the more attention it commands.
Contrast in Scale
Here
we have eight strokes but in different stroke sizes and a grid of circles.
Again, we can see how context is integral to contrast here. It’s the visual
elements around each other that give meaning to one another.
Contrast in Layout
Next
we have contrast in layout. The top composition appears regimented and
structured. The lower layout seems more free and random.
Contrast in Type
In
type, contrast is commonly used to create hierarchy and structure. There are
many methods for creating contrast in typography: alignment, typeface, type
size, color and weight can be all considered
Contrast in
Type and Color
In
this next example we can see a word pop out from a block of type by simply
being of a darker shade.
Contrast in Type and Alignment
Here
we can see contrast in type in a more dramatic way. We have type in various
sizes, weights and alignments. The type is mostly dark but but there is some
white cutting through the dark solid bar and we have type cutting off and onto
the page from top to bottom.
Contrast in Type and Color
Next
we have some similar type contrast but also contrasting with other visual
elements. The main focus is on the title word which creates it’s own dynamic as
it crosses over from a light space into a dark space which our eye is mostly
drawn to.
Contrast in Shapes and Color
Contrast
is such a strong method of communication that it is used on some of the most
important visual communication like road signs.
Some
of the most iconic logos are some of the most simple and contrasting. Just like
how contrast plays it’s role in road signs to communicate bold important
messages, contrast is used in logos for the same purpose to be remembered.
ConversionConversion EmoticonEmoticon