The principles of good design

Software changes; principles don't. Every strong design controls where the eye goes and what the viewer understands in the first two seconds.

The core principles

• Hierarchy: the most important element is seen first (headline, then image, then supporting text, then call to action). Create it with size, weight, colour, contrast and position.
• Contrast: differences in size, colour, weight or shape make things stand out and readable. Low contrast looks muddy.
• Alignment: every element lines up with something. Invisible lines make a layout feel organised.
• Proximity: group related items; separate unrelated ones.
• Repetition / consistency: repeat colours, fonts and styles to build unity and a recognisable brand.
• Balance: symmetrical (formal, stable) or asymmetrical (dynamic) distribution of visual weight.
• White space: empty space is not wasted; it gives focus and a premium feel.

Grids and layout

Use a grid (columns, margins, gutters) to place elements consistently, especially in multi-page or multi-post work. The rule of thirds helps position focal points in photos and compositions. Leave safe margins away from edges.

Gestalt in one breath

People perceive groups and wholes: items close together or similar look related (proximity, similarity), the mind completes shapes (closure), the eye follows lines (continuity), and figure vs ground separates subject from background.

Critique your own work

Before sending a design, ask: What's the one message? Is it readable on a phone at a glance? Is everything aligned? Is there one clear call to action? Is it on-brand? Would it still work in black and white (is the hierarchy strong without colour)?

Check yourself

• Name five ways to create visual hierarchy.
• Why does white space make a design look more premium?
• Critique a poster you saw today using these principles.