When you create a piece, you’re going to want to draw the viewer’s attention to a specific area. The company’s name, the brand logo, or other significant information tend to be the aspects that need emphasis. Typically, you’ll place the most important facet in the centre. You’ll also use strong colour combinations in order to make the important information stand out above the rest of the piece.

Balance is quite literally the practice of aligning the weight of each element you place on the page. Each element has a particular weight, and it’s up to you to strike the right ratio. These weights can come in the form of colour, size, or texture. You can have symmetrical designs or you can have asymmetrical designs. The symmetrical ones can be more satisfying on the eyes – but a little more boring. Whereas, asymmetrical ones will provide a little more visual interest and movement to your art.

Contrasting colours have always been (and will always be) a popular aspect of graphic design. If you want your final pieces to be attractive, then you’ll have to ensure that the colours pop out at the viewers. Contrast creates space and difference between elements in your designs and stops the potential blandness from making an appearance. If the background is significantly different from other elements, then it’ll make them work together harmoniously in tandem.

Repetition is necessary for high-quality designs. While many colours might add a little more character to an image, too many can feel a little less professional and a lot tackier. Two or three solid colours will strengthen the design. A few more colours scattered around will look like mistakes or amateurish additions.

If all of your elements are together and looking in proportion, then you’re going to have a more attractive piece. Proportion is quite literally how each element relates to each other, so you’ll want to approach your design in sections as opposed to as a whole.

You’ll want to tell the story to the viewers in order to let them know what they’re looking at. You’ll want to get your message across. For instance:

• A band is playing
• It’s at this location
• They’re playing at this time
• Here’s how to get a ticket

Create a design that lets them go from one piece of info to the next seamlessly.

White spaces may initially be approached with a sceptical mind, but they’re necessary in terms of dealing with creating hierarchy and organization. A white space naturally makes the human brain think about importance and luxury, so it’s a powerful addition to any piece. It allows space to breathe as well as telling eyes that objects in one region are separate from objects elsewhere.

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