There are rules to design. There we said it.

Graphic design and brand design is so much more than making things look aesthetic. Don’t get us wrong, that’s definitely a big part of it. But there’s strategy behind it. 

We're experts in graphic design, visual branding and brand design (as well as marketing 😏). At Brandshake, we think of design as the secret weapon that speaks before you say a word, guides people’s eyes exactly where they need to go and leaves an impact that sticks.

From the colour choices to contrast, there’s intention behind every little detail (yes, even that oddly satisfying symmetry).

These are the design rules that we live by.

Alignment

It might seem obvious, but alignment in design is key to making your artwork look finished and unified.

And we're not just talking about left-aligning your heading and body copy. We’re talking about a holistic approach, where every element (even the ones miles apart on the page) feels connected. Think of it as an invisible string that ties the whole artwork together.

Don’t get us wrong. Not everything has to be perfectly aligned. In fact, stepping outside the grid can make certain elements stand out. But poor alignment and a lack of guides can leave a design feeling confused, messy, unorganised, and haphazard, all things we really don’t want our audience feeling when they look at our clients' work.

Good alignment should subconsciously guide your audience’s eyes across the page. It helps everything click into place, making your design feel intentional, clean, and polished.

Example:

Repetition

Repetition is key to memorable design. Repetition is key to memorable design. Repetition... you get the idea.

But seriously, using repeated elements like colours, fonts, or shapes isn’t just a quirk; it’s how we make designs feel cohesive, unified and familiar.

We see repetition used particularly in branded campaigns to create an identity synonymous with the company. The more certain elements are repeated, the closer we associate them with the brand. Nowadays, when you think of Maccas, it’s nearly impossible not to think of the classic yellow arches, the red brand colour, and the iconic Big Mac image.

Example:

Contrast

Think of contrast as the spotlight of design. It creates focal points, making sure the important stuff stands out.

Our eyes love contrast. We like to use elements that are completely opposite. Think dark vs. light colours, big vs. small text, or thick vs. thin lines.

But be warned, contrast plays a crucial role in organising information on a page, guiding the reader on where to look first. Don’t let contrasting elements compete for attention, or your design can quickly become confusing and hard to read. For contrast to work, it needs to be strong and obvious. If in doubt, go for simplicity. Take this simple Brandshake tile below for example. The stock image behind is slightly muted so the copy on top (with branded colour background) stands out as what we look to first. Here, we're happy for the stock to blend a little into the background and not be paid too much attention to, its the heading we want to be registered quickly!

As a rule of thumb, remember that whatever stands out the most will be read first, so make sure it’s your most important point.

Example:

Hierarchy

Hierarchy creates organisation and order. It’s what makes your headlines shout, while your terms and conditions politely whisper (as you unknowingly sign away your soul). It’s all about showing the viewer what’s top priority.

By playing with contrast, size, colour, and position, you can guide people’s eyes through your design exactly as you want, showing them where to start reading and where to end.

Take this Byredo packaging, for example. Even though the logo sits at the top, our eyes are first drawn to the scent name in the centre, then to the logo, and finally to the product tagline. That’s hierarchy at work.

Example:

Balance

Balance is perhaps the most elusive design principle, but it’s essential for creating stability and structure on the page.

Symmetrical balance places an invisible centre line, making sure elements on each side carry equal visual weight. This gives a design a traditional, harmonious feel. But for a more dynamic, attention-grabbing effect, balance can be mixed with contrast to create a sense of tension.

Tension-based balance uses elements of different sizes and weights, along with white space, to build a design that’s both dynamic and stable.

For example, this BS social tile uses symmetrical balance, with the headline evenly weighted across the centre, creating a structured and harmonious feel that draws the viewer in without distraction. Even though the emojis are placed in an ad hoc looking way and the logo sits underneath the text, the centre alignment of the text creates a balanced, easy read and digest.

Example:

Rules, schmules?

We know. Design is a creative expression.. so don't rules feel.. unnecessary? Alignment, repetition, contrast, hierarchy and balance are more than just rules that make your design "look pretty". They're rail guards that help us guide viewers’ eyes, convey messages clearly, and evoke emotion, all while making a design feel intentional and cohesive.

By applying these principles thoughtfully, we create designs that don’t just look good are strategic and capture attention.

So, the next time you embark on a design project, remember: it’s not just about aesthetics; it’s about creating something that truly works.