Individual Assignment (Key principles in graphic design)

Kavish Punchoo


Graphic design plays a significant role in the business or promotion of a certain product or service. The applications of graphic design are numerous and include road signs design, company logo design, product packaging, text book cover and content page design, and so on. The omnipresence of graphic design in our daily surrounding demonstrates its significance. In order to deliver a high quality graphic design, the key principles of graphic design should be identified and respected.

One of the key elements of graphic design is alignment. Alignment makes the elements in a graphic design more visually appealing and readable. This mostly applies to graphic design involving both image and text, such as magazine/book cover.



For example, in this case, we can observe that the alignment of the visual graphics and text brings balance to the overall design of the book cover. The book title has been left-aligned and the author’s name was right-aligned. Through visual assessment, we can observe that the book cover is ‘balanced’.


From the research I’ve done, I have learnt that contrast is also one of the key principles of graphic design. Contrast between the elements of a graphic design helps those elements stand out in order to represent importance. This can be achieved in many ways such as the use of colours, fonts and font size.




For example, in this movie poster, the colour is black with a white-pink background and the title’s font is large in order to increase contrast of the elements. Contrast also plays a significant role in the organisation of material in a design. It shows the viewer the most crucial parts of a design; in this case, it’s the movie title and the black swan image.


Another key principle in graphic design is repetition. Repetition is what keeps all the elements of a graphic design together. It makes the design more consistent overall. There are different methods to create repetition, may it be through the use of shapes, colours, fonts styles and font sizes. Repetition also creates a professional look as it unifies all the elements of a graphic design seamlessly if done properly.keane_under_the_iron_sun


For example, in this cover design, the repetition of shape and colours bring unity to the overall design and strengthens the design further.


Another key principle in graphic design is proximity. Viewers also try to find connections in what’s in front of them, especially when there are a multitude of graphic elements. In order to facilitate the viewers’ experience, proximity is used, which is a way to bring organisation to the design by grouping similar graphic elements together, or somehow visually connecting those elements.



For example, this website is a great example of the use of proximity. All the information is grouped accordingly and eases the task of the viewer to find information.


The following research will be very helpful for the group assignment. Alignment, contrast, repetition and proximity are fundamental principles which needs to be applied to produce the best graphic designs. One of our main objectives in the group assignment is to implement all of those principles researched. At the end of the day, I believe that graphic design is not about decoration or embellishment, but it’s about making communication easy and clear to the viewer.


  1. Andy Shmitz. 2013 . Principles of Graphic Design. [ONLINE] Available at: [Accessed 19th February 2015].
  1. Anthony Hortins – Maddison Designs. 2014. The 5 Basic Principles Of Design – Maddison Designs. [ONLINE] Available at: [Accessed 20th February 2015].
  1. Bakari Chavanu. 2015. 5 Basic Principles Of Graphic Design You Take For Granted Everyday. [ONLINE] Available at: [Accessed 13th February 2015].

One response to “ Individual Assignment (Key principles in graphic design) ”

  1. ftleow says:

    1. citation is needed in the paragraph
    2. Should use 3rd person writing style, but not ‘me’, ‘i’, ‘we’
    3. good try but lack of elaboration on your reflection for the design plan
    4. Should further arrange the content and layout in the infographic

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