Have you ever wondered why a specific logo, image, or other visual types of content can make such a huge, everlasting impact on people? Take the Nike “swoosh”, for example, or Apple’s, well, apple!

Those are no longer just brand logos – or, better, they are far more than that alone. They encapsulate the entire essence of the brand that they represent, and they are so memorable that it’s almost impossible to find one person who doesn’t immediately recognize them.

If you are dreaming of achieving something even remotely similar for your own company, then this article is for you. Making that jaw-dropping, powerful visual impact on your audience is, indeed, possible – you just need to be familiar with (and apply) the three main principles of good design.

Design Principles: A Simple Definition

Before we jump into talking about what the three main pillars of good design are, it can be helpful to define what we mean by both “design principles” and “good design”.

When we talk about “design principles,” we simply mean all the guidelines that you are expected (or recommended) to follow in order to produce engaging, impactful visuals that can span lots of different media and channels.

These are, effectively, tools that help you achieve a better and more thorough understanding of what truly makes people “tick” on a visual level. The more you get familiar with them, the easier it will become for you to tell what works from what doesn’t work, and how you can apply those design principles to the visual content that you create.

What About “Good Design”?

Good design is, essentially, what happens when you follow the design principles that we have mentioned above. Of course, art is absolutely personal and subjective, and what makes you go “Wow” might make the next person go “Meh”.

In general, though, it’s possible to identify a great piece of design from a not-so-great one, precisely by referring back to those design principles. Curious to learn what the top three have in store for us? Let’s dive in.

1.    Balance and Harmony

One of the most vital features of any beautiful, compelling, and memorable piece of design is its visual weight. Every single element that forms a design, in fact, carries a specific “weight”, visually speaking, which affects the element itself, the other elements, and the overall design.

For this reason, seeking balance for the visual weight of your designs is paramount. The effect will be one of beauty, stability, and harmony that will delight the viewer.

2.    Negative – or White – Space

Not every single space in your design has to be filled with elements or colors. In fact, the second principle of good design is precisely the “no-color” area: the so-called negative, or white, space. This is essential because, more often than not, “less is more” in design – just like in fashion.

To go back to the example in our introduction, take Apple. Their website is the epitome of minimal, negative space – and that’s one of the main reasons why the brand’s visual impact is so potent and unique on its global audience.

3.    Diversity and Engagement

The third building block of great design is variety. Including elements that are different, unique, and diverse, helps boost engagement and creativity, both in the designer and in their audience.

Diversity keeps your audience on its toes, it stimulates it, provokes it, and inspires it. For this reason, you should include lots of interesting – but balanced! – contrasts and juxtapositions in your designs.

The Takeaway

Creating a beautiful and compelling piece of design is not at all impossible if you follow the three design principles outlined here!

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