Mastering Graphic Design Principles: Emphasis, Balance, Rhythm & More

Hello! I’m Jaime, a graphic designer at Imborrable, and I’ve opened this channel because I’m ready to teach you everything I know... about graphic design.

In one of my previous videos, we reflected on the role a graphic designer should fulfill and how our work isn’t just about 'making everything look pretty.' In graphic design, we use visual elements and design principles

to give meaning and message to our compositions. Design principles are what differentiate a thoughtful and well-crafted design from the rest. We must not overlook that the ultimate goal of any graphic design piece

is to make an impression, preferably a lasting one. By making an impression, the design will achieve its main goal of communicating a specific message more easily, and it will also help it stay in the viewer’s mind.

We must consider these design principles in every graphic design project we undertake. A good graphic designer uses these principles to generate new ideas when visually conveying messages.

Applying these graphic design principles and the visual elements, which we saw in the previous video, will determine the success of the final design. If anyone hasn’t seen the previous video on 'Visual Elements of

Graphic Design,' I’ll leave it right here above. So... let’s go. I’ll introduce you to the principles of graphic design. The first graphic design principle we need to know

is the principle of EMPHASIS or FOCAL POINT. The principle of EMPHASIS establishes a focal point or center of attention on an element. To achieve this, we must break the visual hierarchy

and use shape, color, or size. If you look closely, in each of these examples, there’s always a part that catches our attention, whether through shape, color, or size.

This is a key principle that can help our designs capture the audience’s attention. The second principle would be the principle of BALANCE or EQUILIBRIUM.

The principle of BALANCE or EQUILIBRIUM is based on the visual weight of elements in a composition. We use balance to provide stability and structure, create emphasis, and add dynamism. In graphic design, we should always try to

place visual elements in an aesthetically pleasing arrangement or in a specific arrangement if we need to fulfill a particular purpose or appearance. The balance of a composition can be SYMMETRICAL or ASYMMETRICAL.

SYMMETRICAL balance occurs when elements are arranged symmetrically on both sides of the horizontal or vertical axis. ASYMMETRICAL balance, on the other hand, occurs when

elements don’t maintain symmetry in shape but do in visual weight. With practice, a graphic designer should be able to sense when a design lacks proper balance and correct it.

The third principle to present would be the principle of RHYTHM or MOVEMENT. The principle of RHYTHM or MOVEMENT is the quality that allows us to control the eye around an element or space.

We can guide the viewer’s eye within our composition. Rhythm is the sequence in which the elements of the design appear: the order, repetition, and way they are organized.

And if used correctly, this principle can be very useful in ensuring a correct reading of our design. The rhythm of a composition can be:

LINEAR: if the arrangement of elements gives a sense of continuity, or RADIAL: if the elements are arranged in a circular pattern. The fourth principle to present is the principle of PROPORTION or SCALE.

The principle of proportion is based on the relationship of the size of objects to the final composition. Proportion helps us communicate the relationship between different elements in the design.

It can also help us highlight a specific part as more important, since larger elements attract more attention than smaller ones. Within the principle of SCALE, we can find 3 subcategories:

By SIZE: when we encounter elements of different sizes related to each other. By PROPORTION: elements related to each other,

in a visual proportion that is harmonious. Or by DIVISION: elements divided into different sizes, creating a unified whole. And the fifth principle to present would be the principle of HARMONY or UNITY.

Good design always contains a group of related and organized elements, representing a unity. The principle of UNITY helps us communicate our message coherently,

with harmony, to achieve our goal. Within the principle of UNITY, we can find the following sub-principles: REPETITION, SEQUENCE, or PROXIMITY...

Let’s start with REPETITION. In design, we use repetition to create a sense of unity and consistency throughout our composition.

With repetition, we achieve a particular style that generates cohesion, emphasis, structure, hierarchy, and also strengthens the design. And we could say that repetition is a form of brainwashing.

The more you see something, the more familiar you become with it. SEQUENCE It’s achieved when a color or element is used recurrently,

with one of them maintaining the focal point. PROXIMITY is the arrangement of elements within our composition. In graphic design, we use the principle of PROXIMITY for two reasons:

The first is to CREATE CONNECTIONS. Proximity can generate a relationship between two objects, while also providing relevance, hierarchy, and structure.

And second, to DISSOLVE CONNECTIONS: Proximity can also reflect the lack of a relationship between two elements. And we must not forget that we can also achieve unity through

color by seeking HARMONY with the use of analogous colors, or through CONTRAST, with the use of complementary colors. And the last, but not least, graphic design principle

would be the principle of SIMPLICITY. The principle of SIMPLICITY is the discipline that seeks to minimize or synthesize a design. Thanks to simplicity, we ensure that a piece of communication is clear and concise.

Additionally, this principle helps us create balance and generate impact. Why? Because 'less is more.'

Less will always be more impactful. A simple design is easier to understand and more likely to be remembered. Therefore, for simplicity, we need to

eliminate and synthesize information and details we don’t need. It’s quite common for beginner graphic designers to think that designs with simplicity

aren’t as good or as interesting as others that are overly cluttered, but simplicity also helps us add a value of functionality, elegance, and consideration to a design.

Keep in mind that: “simplicity is the ultimate sophistication.” We all know that in graphic design, it’s harder to remove than to add elements, which is why the principle of simplicity is what

can separate an amateur designer from a professional one. It requires experience, confidence, and discipline. Here’s a tip: whenever you need to develop a concept,

value a strong and simple idea over incorporating several small ones into your design. And that’s it... Now you know the 6 principles of graphic design.

Not too complicated, right? Now we need to reflect on how to apply them together to reinforce our message and create greater impact.

Using them will help us train our eye and gain fluency as graphic designers. Keep in mind that this video, like several others I’ll record later, is part of our channel’s 'Graphic Design Course' playlist.

Don’t forget to check it out to make sure you haven’t missed any videos so far. Well, folks, that’s all for today. If you found this video useful, I’d appreciate a Like, and if you want to keep

learning more about graphic design, don’t forget to subscribe so you don’t miss the next video.