Golden Rules of Design
What Every Designer Needs to Know
In every design profession there are rules, guidelines one needs to follow. Whether working in web design, graphic design, illustration or UI/UX design, all are governed by these rules. Many designers learn these rules in university or college. Those who are self-taught may learn them from an online course or figure them out as they progress. They are the Golden Rules of Design, there are eight of them, which help designers create effective and impactful pieces to communicate their message.
Layout is the main rule that is followed by all designers, it’s number one. Much like how we have a skeleton to give us structure as humans, layout gives structure to design. This is simply how the design is “laid out” on a page (or artboard). There are many types of layouts to choose from depending on the context and where the design will be seen (and which country it will be seen in). Most designs are based from a grid layout system (especially web design).
Each layout helps to arrange the informations and elements of design on a page. This rule is integral to the design which is why it is number one. Without layout to hold the design together, everything would be floating around without purpose across the page. This next rule really provides impact in a design.
Hierarchy is the second Golden Rule in design. Hierarchy puts emphasis on key aspects of the design, making certain elements stand out in comparison to others. This can be implemented in many ways; size, color or distance. The size of fonts, for example, in comparison to one another or changing the color of one over the other provides a level of hierarchy (or level of importance) from one element to the next. When applying hierarchy, one must first consider what the key message of the design is.
The use of hierarchy will aid in emphasizing the message to speak to the viewer by giving it more visual weight. This gets the attention of the viewer to notice the piece. To know if hierarchy is being used properly, stand back and look at the design from afar. Is the message noticable? Is it still ledgible? If both are a yes, then it’s been done right. This next rule helps hierarchy in doing its job to bring emphasis to a piece and grab the viewers’ attention.
Contrast is the third Golden Rule of design and it goes hand-in-hand with hierarchy. Contrast is by far the most dramatic of the rules. It provides a greater level of emphasis on design elements by opposing one another. This can be subtle or obvious in execution. Contrast in color is the most obvious with black and white or red and green.
Contrast between lines or fonts with thick and thin or modern and classical is more of a subtle form. Where contrast is applied, the greater the emphasis, the more the message stands out. The next rule is more subtle than contrast yet very effective.
Alignment is the fourth and most pleasing and subtle of the Golden Rules. Alignment, along with hierarchy, keeps the design elements structured and in order. Alignment makes sure that all the elements on the page relate to each other. Elements kept “in line” and relate with each other have a stronger visual appeal.
Elements like text can be lined up to the top left (most common), top right or middle of the page. Images can also be lined up horizontally next to the top of the text. These are the more common alignment setups but there are many more ways to achieve alignment. This next rule works with alignment to keep a design balanced.
Balance is the fifth Golden Rule and it’s all about stability; it works closely with alignment. If elements are not aligned, the design is said to be “unbalanced”. One can not have alignment without balance and vice-versa. There are different types of balance; symmetrical, asymmetrical and size variance. Not all the elements need to be the same size but they do need to all relate or be in line (aligned) in one way or another. The sixth rule really balances out the design past alignment.
Repetition further keeps the design in balance with being the sixth Golden Rule. It simply repeats an element across the design. It can be a shape, color, font or combination of these elements that gets repeated through the piece. Repetition is key to brand recognition, much like how people recognize the Nike logo or the colors of Pepsi or McDonalds. Repeating elements of color, shape, font or phrases ensures a design remains memeroable, balanced and consistent. Repetition is guided by the next rule, Proximity.
Proximity, being the seventh Golden Rule, simply means the space in between elements of a design that relate to each other. In other words, how close or far away each item is to one another. Proximity organizes a design by using space and distance, unlike alignment. This rule creates relationships between the elements of a design by grouping them together in ways that balance and declutter the page. This is most often seen on invitations but is more recognizable on websites. The last rule is no surprise, proximity utilizes it to its fullest extent, Space.
The final Golden Rule, Space, is what is taken up by the elements of a design and what isn’t. If this sounds confusing, it’s literally everything. Space is what is on the page and what is not. There are two forms of space (we are talking within the realm of design) positive and negative. Negative space (the most dramatic) is also known as white space since the default color of paper, or artboard, is white when nothing takes up that space. Negative space has nothing on the page to take up space (basically a blank sheet of paper).
Positive space is the area that is taken up by an element; color, shape, font, lines etc. The use of space can give a design immense impact, or contrast, when done right. The more simple the design, the stronger it is (or the most impactful). Not all space needs to be taken up by an element, in some cases, the use of space can create the shape of the design (like Rorschach cards or inkblot cards).
The eight Golden Rules guide designers in creating whatever design they like, or their clients need, in order to effectively relay a key message or feeling. Through layout, hierarchy, contrast, alignment, balance, repetition, proximity and space designers can convey their messages in a meaningful and visually appealing way. Perhaps even change the world through the power of design.