Information on basic design principles, part one of a series of articles providing useful design information. This article covers hierarchy, balance, contrast and proximity.

Hierarchy

Depending on what you want your reader to view first will depend on the hierarchy you have set up. By changing the position of an item on the page, its size or color you can improve your hierarchy.

Hierarchy is a valuable to guide your readers or viewers through your design. Remember to keep in mind what you want your viewers to see first. Without hierarchy your viewers might find it hard to locate important or useful information.

Balance

There are two types of balance: symmetrical balance and asymmetrical balance. Symmetrical balance is achieved through creating equal amount of objects/elements on either side of an ‘imaginary line’ separating the  page. Asymmetrical balance is achieved by balance through different techniques.

For example pretend you are weighing your page on a scale. Different elements will weigh different weights based on their size, and content. As you can see below although there is a lot of text on one side by placing a design element  of equal weight on the other side you can balance the design.

Contrast

Contrast goes beyond differences in color, it can be applied to size, texture, type and more. By providing contrast you can add interest to your design. Increasing contrast can improve readability by making type stand out.

Proximity/Clustering

Individual design elements that are grouped together are perceived as a group. By increasing the proximity of similar objects in your page you can help your viewers locate similar information.

I would love to see how you have applied this techniques to your designs. Leave a comment and share you work with others!