5 Basic Principles of Design

Newsletter, August 7, 2012 @ 4:09 pm 0


A lot of good website design has one thing in common – individuality! However – this doesn’t mean that all designs will work for your business and while you want unique concepts and design, there are some basic rules for what will work the best. We have created a list of the top five design concepts to allow you to be creative, while still ensuring that your business message is communicated.


#1: Repetition

One of the ways you can strengthen your website design is to tie the site together using repetition. You see this technique in many multi page websites and documents, all pages will have the same designs at the top so you know exactly what company you are looking at on all pages. The Coca Cola website, Coca Cola Health Website & the Coca Cola Olympic Games Website also uses repetition in the boxes and shapes used – all pages have the red rectangle with bubble style additions to show continuity throughout different pages.


#2: Proximity

Using proximity is all about creating connections between meaning and design. You can see the clever use of proximity in sites like BluePixel – all the titles have the same font displayed at the same size, making the titles easy to read and more importantly, easier to digest. Proximity techniques are also extremely useful when designing call to action buttons (CTA’s) it is important that space is left around each button so that it draws the eye. Looking at Icon Dock’s website, you can see that they’ve thought about proximity when designing their CTA, i.e. “browse a library”.


#3: Alignment

Good design doesn’t just mean ticking boxes, but it does cover certain standards throughout all websites. One of the most important factors that every business site needs to consider is that all text is easy to read and simple to understand. Alignment is crucial to making sure this happens and allows you to create organisation on your website. You can see on Notable’s website that despite there being a lot of information on the pages, good alignment between images, text and boxed features make it a simple site to read and understand.


#4: Contrast

Careful use of contrast within a website can highlight and emphasise key parts of your design. You can use contrasting fonts to show different product lines. Utilise the contrast of thick lines and thin lines and also use contrasting colours to really drive home your message. Take Snog Yoghurt, they’ve used vivid colours to highlight their catch slogans, which works really well.


#5: Balance

It isn’t a simple case of dividing a page vertically and horizontally to create balance; balance can be created by putting a few lighter elements opposite a dark element, or several small images opposite a large one. Whether the balance is with colours, size, or light you will be able to tell when you look at the page whether it is balanced correctly – Flourish’s website is a great example of how to balance a page asymmetrically using all the elements we’ve discussed.


We hope that this gives you a good start on your web design and helps you think about aspects of website design in a different way. Please contact your salesperson for any advice and happy designing!

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