If you’re looking for unique, bespoke graphic design in Cape Town then you’re going to need a designer that has more than a couple of years of Photoshop behind them.

You need somebody that not only has the correct tools but also has a solid grasp of the underlying principles that make a design work. These principles are often ‘invisible’ – you can’t immediately see them but you know when they are missing.

Here are some of the principles that a good graphic designer looks at when working on a project:

Hierarchy
This is one of the parts of design that amateur designers often get wrong. Simply put, hierarchy is how elements are weighted on the page – which determines what the eye pays attention to first.

Many amateur designers give equal weight to elements and this creates confusion for the viewer. Giving visual weight to your most important information makes your content immediately accessible and gives readers a place to start.

Alignment
We all know that design should be correctly aligned – but the principle of alignment is far more than just ensuring that a design is symmetrical.

Good alignment helps the eye to group things together and interpret them as a unit. Misaligned and sloppy design is difficult to process and causes unnecessary work for the viewer. Forcing readers to work is a good way to get them to stop reading.

Repetition
Design should be a golden thread that that runs through your brand – consistently communicating a coherent messaging and intrinsically imbued with your brand values.

By clever repetition of design elements, a good designer creates a consistent overall image that perfectly fits your brand image.

By adhering to these design principles a  good designer can take a simple brochure, poster or label and turn it into a small work of art.