Despite their apparent simplicity, effective graphic design is not created randomly or by chance. Outstanding graphic design follows design principles that aid in their success. These principles are conceptual ideas that assist graphic designers in the creation of great designs.
One of the most important principles of graphic design is balance; the picture must be balanced correctly for the intended effect. If you intend to make the piece jarring and intense, a leaning to the left could be required, or a steep tangent. Likewise if you desire a calm effect, and straight up and down balance would help.
Another important focus is emphasis. There is a great trend at the moment in graphic design towards simplicity and minimalism. Emphasis would be the part of your piece that you have chosen to catch the eye of the viewer - perhaps a single black tree on a white background.
On the other end of the scale but no less important is variety. Emphasis is sometimes not what a particular piece needs and then variety may be brought in; for example a repeated pattern in different colours, to grab the eye. Variety makes the page interesting.
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