You probably have a good sense of the beauty of architecture. You probably already know that yellow inspires joy and red passion. However, even with a keen aesthetic sense, it’s hard to understand why one visual will look better than another if you’re not a graphic designer.

Especially since, nowadays, everything that surrounds a company’s visual identity is of the utmost importance. With all the advertising and the flood of content accessible to consumers, one of the great challenges for entrepreneurs remains to have communication tools that interest their target audience, demonstrating their professionalism and setting them apart from the competition.

To help you overcome these challenges, we introduce you to essential design concepts and expert advice to improve your visuals.

1) Alignment

Alignment is a fundamental principle in design. Whether it’s an image, block of text, title, or logo, the alignment allows you to create structure within the content.

It is important to identify the common alignments of the page and to minimize the number of them. In many software, elements are automatically aligned when they are moved. Don’t be afraid to use these features, which help you improve the quality of your layout. Alignment also eliminates chaos and randomness in the position of graphics.

2) The contrast

To reinforce the difference between the two elements, you can vary the colors, the size, the shapes, the typographic style, and the relation between the elements to bring out the essential.

The goal is to emphasize certain elements of your content, improve your text’s readability, and give it dynamism. A layout that lacks contrast is uninviting to view. Think about it to add dynamism and bring out the essential content!

3) Uniformity

In a multi-page document, consider providing visual cues to the reader and placing items in the same places for ease of understanding. The illustration and photography styles used should also be consistent throughout your document. Same level titles should be the same size and style.

Generally, you can simplify (and improve!) A layout by taking a few seconds to define your styles (size, position, color, alignment…) and by forcing yourself to respect these graphic standards throughout your document.

4) The rhythm

Uniformity in typographic styles dictates the document’s structure and allows you to create visual cues in the layout.

The distance between the elements is as important as the graphic elements themselves in the page’s visual rendering. By always using the same spacing (or multiples of a primary spacing), you ensure a constant reading stream.

5) Simplicity

Less is more. Never underestimate the power of simplicity. The easiest way to improve a layout is not to find out what you can add but what you can take away to strengthen your visual.

6) Colors

The color designates an emotion, the tone, and the atmosphere of the visual. Subconsciously, we associate these colors with references. For example, green is frequently associated with nature, red with intensity, blue with calm, and black with luxury.

At the start of a project, it is important to define a palette of 3 to 5 colors that you will use throughout the design. These colors can be complementary or different shades for greater consistency. Photos and illustrations should also be in the same color scheme. A reminder color is always effective in reinforcing a specific message.

Color has such a great influence on our perception that sometimes it is better to work in black and white first and add color to the visuals afterward.

7) typography

Do not be struck by the broad range of fonts in apps. When in doubt, opt for classic fonts (Helvetica, Futura, Frutiger, Garamond, Univers,…), which are always safe values.

You can group the fonts into four large families: with serifs, lines, script, and those with special shapes. For on-screen display, linear fonts are preferred, and for printing on paper, serif fonts (with serif).

In summary

Here! You now have basic knowledge and practical tips for creating beautiful visuals on your own. The next time you create a communication tool, keep these seven elements in mind, and you can be confident in the quality of your layout.

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