Line

The line is one of the basic graphic design elements. It’s a building block that can be used
to divide a space, separate content, join elements, add style, define boarders, create forms,
and direct to the viewer’s attention towards or away from an object.
Lines don’t have to be straight solid things. Lines can be curved, dotted, dashed, made up
from zigzags, or implied by other design elements. The Bauhaus poster design uses sharp
diagonal lines to great effect.

Size, Scale, and Proportion

Size scale and proportion are all import interrelated aspects of graphic design. The size is
the physical dimensions of the element, the scale is its size relative to other objects on the
page, and proportion is the relative size of part of a whole. You can use size, scale, and
proportion to draw attention to important elements on the page, or draw focus away from
parts of the page. Artists often use these design features to create emphases or drama in
their work.

Colour
There is a whole theory behind colour in graphic design, and the psychology of colour is
often talked about in web design circles. There are lots of resources online to help you
choose a good colour pallet, check out the following websites:

 Adobe Color CC
 Color Hex
 ColorLovers
  Color Paletts
 Coolors
 Design Seeds

Repetition
Put simply repetition is the process of using one or more elements repeatedly throughout a
design. Using an element repeatedly, whether it’s a line style, font, or colour,
adds consistency to your design work. It will help to tie all the different elements of your
design together. In branding repetition comes into its own, where it’s crucial for giving
a company a consistent look.

Negative Space
The space in between objects in your design is the negative space. Designers often use it
to great hidden images within their designs. For example the number 1 in the Formula One
logo, or the hidden arrow in the FedEx Logo. If you can’t see it look at the space between
the ‘E’ and ‘x’ in the logo.
Symmetry
Symmetry in design is often seen as formal. People are generally attracted to symmetryand
it can give a sense of balance and calm. However, it can sometimes be seen as boring,
especially if over used.

Transparency
Transparency is a very useful trick in graphic design. you can use it to let different elements
interact with each other, or give the impression of movement. It’s also useful for enhancing
contrast or simplifying a busy complicated background.

Texture
Textures can be used to give depth to a design, or a tactile feeling. Use it to create an
illusion of a physical sensation that suggests to the viewer what an object might feel like.

Balance
Everything in a design has a visual weight, balance is the placement of the elements so that
no one object is overly dominant. If you place a dark object next to a light object in a design,
the dark object will feel heavier to the viewer.

Hierarchy
Visual hierarchy is used in design to give the users a sense of whats most important on a
page. You can use size, colour, shape, contrast, texture, or any other design element to
create a hierarchy in your design. A common example would be the heading tags on a
website. These tend to use size, font weight, and sometimes colour to give an order of
precedence.

Contrast
Contrast can be light and dark, warm and cool, but it doesn’t have to be based on light or
colour. You can also create contrast with size, alignment, shape, and many other design
principles. Getting the right level of contrast between two elements is important, a subtle
contrast can sometimes be more powerful than a strong one.

Framing
Framing is a way to set off one element from its surroundings. It will bring attention to
the element
and lift it apart from the rest of the design. It helps to highlight important elements, and can
add aesthetics to the image.

Grid
The main role of the grid is to set some rules for how the elements are laid out and
positioned. It acts as an invisible framework that holds a design together. The grid
should give the design a rhythm and meter, and guide the viewer to the important parts of
the design. The golden ratio shown below has long been used to determine the most
pleasing proportions for an element. This is often simplified to the rule of thirds. You can
use the golden ratio together with a grid to design a layout that is coherent and aesthetically
appealing.
Randomness
Rules are always useful for a designer, but breaking them can be just as important.  Adding
some randomness to your work can help to give it an edge, and make it feel more organic.
The best designs are focused on communicating an idea, if you use randomness in your
work it should be in a way that enhances that communication.

Visual Direction
Visual direction is about leading the viewer through the design, from one location to the
next. The goal is to try to get the viewer to look at the parts of the design that you want them
to focus on. You can create visual direction with lines, shapes, or movement.

Rules
Learning the ‘rules’ can significantly improve your design work, but you should never feel
completely limited by them. There are plenty of design rules that apply to web designers,
like limiting the number of fonts to 2 or keeping your logo simple. However, the best
designers know the rules and know when to break them.

Movement
Introducing movement into your designs will bring them to life. If you’re a web designer this
can be literal, but movement can be used on static graphic design as well. Use blurring,
motion lines, or waving effects to suggest movement to the viewer. Look back at the
Formula One logo above.
Depth
There are many ways to create a sense of depth on a flat surface. Converging lines,
shadows, size, scale, and overlapping elements are all ways to add a sense of depth to
your design. You can use depth to help pull the viewer into the design and guide them to
the most important elements.

Typography
Typography is a massive topic in its own right, and is a one the main building block in
graphic design. You should always try to pick a distinctive font fits will with your design. As a
general rule try to limit the number of fonts you use to 2 or 3.

Composition
Composition is the arrangement of your design elements on the page. It brings together all
the other design principles into once final design. There a many approaches to composition,
like the rule of thirds, that have the goal of giving a sence of unity to the final work.