June 25, 2021

How does a creative design agency use design principles?

Spread the love

There’s a reason why some designs look great and some look all over the place. What makes an image attractive to the eye and what doesn’t? Look at the elements in an image. Every designer uses some sort of shape, text, image and illustration to create an out of the box solution. A creative design agency uses all these elements in its work. Let’s learn how.

 What are the design principles?

Every creative design agency knows how to use design elements correctly and knows how to make a solid composition using all of it. Good use of all these elements makes a strong design. Design principles dictate how to order, organize and decorate elements. If one knows design principles then it’s easy to differentiate a bad design from a good design. Let’s look at some of the most important principles.


Hierarchy is supremely important when it comes to design. With hierarchy, you decide which element is more important. A design agency knows how to use visual hierarchy by arranging design elements in order of their visual importance. Hierarchy is the concept of arrangement. It is determined by defining the appropriate use of weight, size, shape, white space, colour and alignment. Since heading is the most important out of all design elements, it should be bolder and bigger than the paragraphs and subheadings. To make the call to action more recognisable, text combined with shapes always works. Website content is organized based on elements. A creative design agency creates impactful headings by using different sizes and weights.


Emphasis is all about defining the focal point with an interface that draws the user’s attention. It can be anything- an image, button or the design’s content. A creative design agency uses shapes, lines and colour to emphasize one element from the other elements. This technique is also used for creating an elemental hierarchy. A good design needs one strong element to stand out. For an example of a picture of a crate of green apples with one red apple in the middle will stand out because colour makes all the difference when it comes to visual design. When you use a different, bolder colour, you can emphasize the ordinary elements around.


Balance is all about the distribution of design elements like space, colour and visual wright. With every other design principle, balance plays a very vital role to make a great design composition. To make a visually appealing design, several elements like text, shape, colour and imagery have to be combined. The four types of balance in the design are- radial balance, asymmetrical balance, symmetrical balance and mosaic balance. Symmetrical and Asymmetrical balance is mostly used in UI and UX design interface. In symmetrical balance, design composition is equally distanced from the central point. So if you cut a design in half, both the right and left sides are the mirror images of each other.

Contrast and rhythm

Contrast is all about how different elements are used in design making them all the more appreciable. Contrast creates accessible designs. Insufficient contrast leads to insufficient variety thus making the text content difficult to read, especially when it comes to people with visual impairments. For rhythm, it’s all about the way the spaces between repeating visual elements create the basic design principles of rhythm to form, similar to the way the notes in musical compositions create a flowing rhythm. The five basic types of visual rhythm that designers create are- regular, random, alternate, progressive and flowing.


In design, alignment is all about the organization of design elements. It helps us make visually appealing and easily readable designs. There are mostly two types of alignment used by creative design agencies. This is- edge-aligned and centre-aligned. Edge aligned comes with four types of alignment. Right-aligned, left-aligned, tip aligned and bottom-aligned. To make content impactful, creative and design-centric, the image and the content should be separately aligned. Center alignment is extremely important to organize elements on an imaginary central axis of any element. Alignment is very important because it helps us to design appealing and visually ordered interfaces.

To conclude

Four important design principles dictate how you can formulate a good design and a bad design. Most creative design agencies use these principles alternatively to differentiate between good and bad design. To understand how creative design agencies do it, ask yourself questions when you see an image. Figure out the elements being used in the design and understand whether you like it or not. Always remember design principles are everything. Get a design agency on board if you want to create and sustain brand value. A creative design is always a work of some professional and people always like professional work. So in case you want to increase your score in front of your audience your designs should look fabulous and mind blowing.