graphic design

We live in a society in which hundreds of new brands appear before our eyes daily in the form of advertising, banners, social networks, television… But only a few manage to really capture our attention and make a dent in our unconscious.

What is the first thing that enters our eyes when we do not even know the purpose of said brand or what it does? Most likely the design of your logo and the branding done for it.

In a world with so much competition, what should we do to be able to create a gap between so many brands, so many web pages and so much advertising?

Without a doubt, the principles of design will help us to be able to choose and determine the best image for what we want to convey to the outside world through our brand. For this reason, today we are going to tell you how to make your brand stand out from the rest, so stay alert to them.

The 6 principles of graphic design

Knowing the principles on which the main companies are based to create a web page for their brand or a logo and other elements of graphic and web design can help you define yours.

These principles will teach you, above all, that none of them has been the result of chance, but behind there are months of many changes, many tests and determinations that led them to an image that, with great probability, would succeed.


Contrast is the way in which some elements stand out over others. That is, there are shadows, for example, in which some letters or shapes are more prominent than others. In addition, it is possible that there are elements that are larger than the rest and communicate to the client or the target audience that this part is the most important.

The contrast can be in different forms:

  • Color : Occurs when one color is more important than the rest.
  • Texture : It is possible to differentiate between textures in an image.
  • Of form : It can be both by the shape of the elements and by the arrangement in the set.
  • Size : An element stands out above the others because it is much larger.

An example of the very clear contrast is the Google logo, the well-known web search engine. By accessing here we quickly detect a uniform logo in terms of typography with contrast through different colors.



Balance means balance, and a good design must have many doses of it, especially if tranquility and constancy are among the values ​​that you want to convey.

Although it is true that in your company you will have some elements that you want to stand out from others, you have to find the final balance of the whole.

In the case of Coca-Cola, one of its main characteristics is the overall balance. There is a balance between one word or another looking for approximate symmetry.

There is also a balance between color and typography. In fact, they take this principle to the extreme, in every element of their graphic design.



Repetition is one of the design principles that help reinforce an idea or message. If what you are looking for is that users do not get lost and quickly know what you want to transmit, this should be the main principle used.

Users who want to quickly solve their needs greatly appreciate this type of design, as it gives them answers at a glance.

Adidas corporate identity is based on repetition. The logo uses several slanted stripes, but they are also used on sportswear and even on the website. One of the values ​​they defend is perseverance in sport, so repetition is an appropriate element for them.



When thinking about graphic design, time is usually spent on all the elements that are part of a set. Do not forget that space is another of those elements. Whether it is to be fully utilized or empty areas are to be left, space is part of the design.

If what you want to convey is an image of spaciousness and openness, it is good to play with large blank spaces in all the graphic design elements. If, on the other hand, the message is focused on the union and the strength of the values, the white space can be reduced.

This is the case of Design Swan, a studio that makes good use of white space to create two readings of its logo. The gray elements form the d, the white ones the swan. A fantastic balance to form two elements playing with space.



Proximity is closely related to space, since, while space is delimiting those elements that are different from each other, proximity clarifies that different parts of the design have a very close relationship, and therefore some are linked to others. .

In the case of Lego, they play very well with this principle. They don’t leave any air between the letters, and actually wrap them in two layers of color. They transmit the way in which their figures are assembled, anchoring some pieces to others and creating solid and firm elements.



It will depend on the alignment whether the whole set maintains a strict coherence or the elements are pasted by other principles.

The alignment allows all the elements that are part of a graphic design to have the same weight within the final set.

In Vans the main V is the one that stands out, but without excesses. It is the element that marks the alignment of the rest of the elements, which all have the same weight.



When working on the graphic design of your brand and on all the elements you use to develop your visual identity, you must take these 6 principles into account. Giving more importance to one or the other will depend on the values ​​and messages you want to send.

It is about seeking harmony between all the principles and between the elements that make up graphic design. Make each thing fit by itself and in the whole and little by little you will find the way to transmit everything that your brand supposes.