Basic Graphic Design Principles

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.

Repetition

• Definition: Repetition is simply repeating a single element many times in a design.
• Importance: To create a sense of unity and consistency throughout a design.

Contrast

• Definition: The difference between two or...