Graphics: 7 Immutable design principles

11 Nov 2017 Sharad Koche

7 Immutable design principles


Balance is used in all 7 design elements, such as, shape, color, value, size etc.

Endeavour Marketing is the premier marketing agency that is known for balanced designs, balance in design should not only be visually receptive but also digitally expressive.Exactly how can you create a balance that expresses? The answer is simple, you start working on the layout of your designs, the background to foreground colour ratio, the size of fonts to the spacing of letters in the text, to shape of objects to page elements are to be placed in such manner that it tells a tale.

A balanced design is half the message conveyed.


Probably the best thing that colour does to a design, is to excite emotional response. Colours have unique abilities to excite emotional responses, for example, red is known for excitement, while blue is known for calmness, whereas orange is known for energy.

Using gradation is colour gives movement and fluidity to colour in the design. colour gradation is an inseparable part of designing anything. Gradation gives an impression of linear and ariel perspectives when added to different design elements.

Graphics: 7 Immutable design principles.


Since last five years Endeavour Marketing is known as the advertising company that creates the impressive designs. The most important thing that our designs content is balanced repetitive transitions. That not only are visually a treat but are ready to give a strong brand message.

Repetition is used to achieve symmetrical balance. Therefore should be used not so often, so that it won't be boring and your designs are not shouting in the face of consumers.


Probably the most important aspect of any design ever created, is the presence of strong contrast. Not only it presents the consumer with contrasting arguments but also helps in accelerating the consumer decision making.

Contrast is powerful, it creates asymmetrical or informal balance in designs. That is how a simple design, is known as great design.


As the name suggests, dominance in design is presenting a dominant design element next to another, It not only helps in highlighting, the message, central themes of the designs, offering a great way to create eye-catching designs.

Dominance can be used with almost all the basic design element. Colour dominance is a great way to stimulate psychological reactions, the size dominance is a way to convey brand message etc.

Design can also be used with one or with the combination of elements to create emphasis.


Unity in design, is creating a compliment in design, for example, to portray and aggressive design you can use a hard texture with warm colours, that way we create an aggressive design that is complimented by rough texture and warm colour. A calm design will be created by using soft texture and calm colours.

Not just with colours, Unity can also be used with typography and size, or shape and effects. Nevertheless, it is a great way to create a complete design with complimentary elements.


Lastly the completed design, is incomplete without harmony in design. Harmony represents cluster that has similar elements or features. Together they are creating an impactful, symmetrical or asymmetrical or informal designs. The designs that are in harmony are not only accepted and received well. A harmonious design is very effective in conveying the brand message.

Harmony can be created by effectively combining, various similar design elements that are spread on the art boards.

We will be back with more on the integration of elements in design with a blog on each design element. till then stay tuned.

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