Design Principles

The law of proximity


The proximity principle: elements that are close spatially are perceived to belong together. Use this to your advantage.READ MORE

how to design a logo

Outlines, drop shadows, and gradients, oh my!

What makes a good logo? In my opinion, simplicity, appropriateness, and uniqueness. I drive around town and see many poorly designed logos. Some are too complex, some don’t reflect the business appropriately, and some are clichés.READ MORE

Design Principles: Texture

A subtle and often overlooked design principle is texture. Derived from the Latin word meaning “to weave,” texture arises from interwoven or layered parts. READ MORE

Design Principles: Rhythm

Rhythm establishes consistency in your design. Repeating elements operate like the bass line in a good tune. Rhythm can create movement through a multi-page publication and help your viewer navigate.READ MORE

Design Principles: Unity

One of the most basic design principles is unity. Unity brings diverse elements into a cohesive whole. The image above is unified by color and shape. Think of unity as getting every element to work together for a purpose.

Red is the color of excitement, energy, action, and power. Circles are endless. A circle represents the whole person, planet, idea, or universe. How would you interpret the message of this composition?

Every message you send can be made stronger and more effective with design basics such as these. Choosing the right colors, symbols, and words creates clear, authentic communication that puts you ahead of the pack.

Design Principles: Line

Lines can be delicate or aggressive, directional or meandering, representational or abstract. Lines do much more than delineate a shape. They have rhythm. They have motion. They can fill space, enclose space, or create negative space.


negative space

Negative Space

Let’s talk about white space—or more accurately, negative space, because it doesn’t have to be white.READ MORE



The most obvious sign of professional design is the use of alignment. Invisible axes give structure to a page.READ MORE

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