Four Basic Principles of Web Design

The four principles of graphic design are contrast, repetition, alignment and proximity (C, R, A, P). The first basic design principle is contrast, or the idea that different colors, shapes and sizes will best attract the attention of your readers. To create visual contrast in the text, use a combination of light and dark tones and a variety of fonts for the title and subtitles. However, too much contrast can become a distraction for your readers.

Instead of using many different design elements, use two or three to keep your design unified. The second principle is repetition. This rule states that you should reuse some key themes in your design so that readers can easily recognize and identify your brand. You can also use repetition with the shapes and fonts you select.

If your logo uses elongated cursive writing, you can mimic the curves of this font with curved shapes and a similar font for all your headers. Repetition is especially useful when employing a multi-channel marketing campaign. The third principle is alignment. This teaches you to visually keep related images, paragraphs, and titles grouped together.

Not only will this provision allow for more white space, but it will also communicate your ad information as concisely as possible. The idea behind the contrast is to avoid elements on the page that are simply similar. The fourth principle is proximity. This helps to create unity by keeping related images, paragraphs, and titles grouped together.

This will allow for more white space and will communicate your ad information as concisely as possible. Contrast is often the most important visual attraction on a page; it's what makes the reader look at the page in the first place. The contrast on a page draws our eyes to it; our eyes are like contrast. If you place two elements on the page that are not the same (such as two fonts or two line widths), they cannot be similar; for contrast to be effective, the two elements must be very different.

Contrast is like a matching wall paint when you need to cover a ring; you can't match the color; either you match it exactly or you repaint the entire wall. Repetition serves two purposes: to create interest in the page and to help organize information. A reader must be able to instantly understand the way information is organized, the logical flow from one element to another. Contrasting elements should never serve to confuse the reader or to create an approach that is not supposed to be a focus.

Add contrast through your font options, line weights, colors, shapes, sizes, spacing, and so on. It's easy to find ways to add contrast and it's probably the most fun and satisfying way to add visual interest. Repetition is very useful in one-page pieces and is essential in multi-page documents (where we often call it consistency). The purpose of repetition is to unify and add visual interest.

Don't underestimate the power of a page's visual interest: if a piece looks interesting, it's more likely to read. Think of repetition as if it were consistent, then push the existing consistencies a little further by turning some of those consistent elements into part of conscious graphic design. Finally, color has the power to communicate messages and evoke emotional responses. Finding a color palette that fits your brand will allow you to influence the behavior of your customers towards your brand.

Keep color selection limited to less than 5 colors for pleasant color combinations that increase customer engagement and make the user feel good.

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