Basic Graphic Design Principles

Scale

• Definition: Basically, this is the size of the design element in comparison with another element.
• Importance: It tells viewers which elements to look at, in what order to look at them, and what’s most important to focus on.

Hierarchy

• Definition: Visual hierarchy refers to the arrangement and presentation of elements within a composition.
• Importance: Same as scaling, hierarchy is important in design because it defines the importance and sequence of elements within a composition.

Negative Space

• Definition: The space between, within and surrounding an object in an image, often to form another image or symbol.
• Importance: It provides the eye with a place to “rest” between important information, while also creating rhythm and structure. 

Direction

• Definition: Literally the direction of your design elements - horizontal, vertical, diagonal, etc.
• Importance: Same as scaling and hierarchy, it defines the importance and sequence of elements within a composition.