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When choosing colors for your scheme, be conservative. Select 1-3 primary colors, then make a set with secondary colors. You can choose different tones from your primary colors for consistency. Then adjust the relative brightness and saturation. This will allow you to achieve sufficient contrast in your palette. Consider each color having a volume. Adjust your tones, so they don’t all speak in the same book.

It would help if you also considered the proportions of the color palette. Play around with the amount of each color used in the design. Your color palette can make a design https://ester.co/services/strategy-and-planning change drastically. These are some of our favorite resources to help you get started. Hierarchy is undoubtedly one of the most important aspects of a successful design. Graphic designers are visual communicators. Hierarchy is an element that aids in the readability or guides the viewer from one of the essential elements to the last CTA (call-to-action).

Begin by identifying the most important message or feature in a design. This should be the most prominent design feature and stand out from all others. Playing with the size and scale of your content is the best way to create a hierarchy in your design. You can experiment with color, weight, and style of fonts.

A visual grouping of elements is a great way to simplify a complex design. You can find opportunities within the content to give the same graphic style to details that might otherwise be different—the example above visually grouped the date, address, and web address. Also, the studio and sponsor information has been grouped. This makes it easier to read the information together and simplifies the overall hierarchy.

Contrast is a design principle that goes hand in hand with the hierarchy design principle. Contrast is a design principle that works in tandem with hierarchy. Our eyes naturally gravitate to something visually different than what’s around them, just like in real life. Contrast is a powerful element of design. It adds visual interest and creates a focal point.

Contrast can be created in your design, similar to a hierarchy. You can use contrasting colors or tones, change fonts, or use alternative text styles. Or even contrast the space between elements of your design. You can also call this ‘white’ or ‘negative’ space the space between elements in your design. This isn’t just a lack of content; it’s a design choice that can be used to create essential design principles like contrast and hierarchy.

Even though it is tempting to think of empty spaces as waste in your design, white space can be one of your greatest assets if used strategically. You can create space around the element you want the viewer’s attention. A design element with lots of space around it will be visually distinct and uncluttered by other components. This allows the member to stand out and make it the focal point.

Minimalist designers love white space, but a movement emphasizing the idea that less is more can make a design more impactful.

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