We’ve arrived at the last post of our Graphic Design Basics series — welcome! So far in this series, we’ve discussed principles of design: balance, typography, spacing & alignment, grids, and color. These principles establish clarity and professionalism in your brand’s image. But what about innovation and individuality? Can these design rules ever be broken?
As the old saying goes: rules can always be broken, and in fact — breaking them strategically can make your work even stronger.
Why break the rules?
Sometimes, strictly following rules can lead to predictable (dare we say forgettable?) work. A sprinkle of well-thought-out rule-breaking can freshen things up. Here’s when it might be a good idea to stray:
- To highlight your brand personality: Is your brand playful and energetic? Maybe use a vibrant color scheme that defies traditional principles for your industry.
- To create unexpected experiences: Intentionally unbalanced layouts can capture attention.
- To emphasize a specific message: Breaking the grid with a drastically oversized image can emphasize a product’s power, while unconventional typography can make a bold statement.
Of course, there are many situations in which you might want to do things a little differently. Read below as we explore some creative ways to do just that.
Grids
When all design elements line up, often with the help of a grid, the work feels cohesive and professional. However, in certain pieces, you could consider experimenting with asymmetrical layouts where text and images break free from their constraints.
Below, we’ve mocked up a layout with an image spanning multiple columns and text flowing around the contours of the image rather than staying confined within the columns. Even though none of the design elements fit neatly within the grid, the work still looks clean, dynamic, and unique.
Balance
Balance ensures no single part of the design overpowers the rest, but disrupting it can create tension and focus.
Objects hold design “weight,” and our eyes typically want to see that weight equally distributed. We can intentionally and artfully disrupt this balance by placing “heavier” images on one side of the page, leaving the other side more minimalist.
Spacing
Appropriate spacing ensures readability and creates a predictable experience for the reader. Therefore, altering spacing in a dramatic way can change the emotion of the piece. Think about the designs you’re working on: how do you want your viewer to feel, and what do you want them to see first?
Consider breaking traditional spacing norms for a dynamic layout. Perhaps you leave a lot of space on the left and top margin, or separate the title from the body copy in an interesting way.
Color
Color theory creates harmonious palettes, but unexpected pairings can shake things up — in a good way. Most of this innovation happens when creating your brand’s palette, as it’s typically best to avoid introducing random colors out of left field.
But suppose you’re designing a website for a tech startup. Instead of sticking to the conventional blue and white color scheme common in the tech industry, you could opt for a bold combination; perhaps maybe a bright green primary color and complementary orange hue. This unexpected pairing not only sets your brand apart but also helps to convey (even subconsciously to your viewer) that the brand is innovative and energetic.
Typography
Good typography is built from cohesive fonts, and arranged in a consistent manner for consistent and aesthetic appeal. But of course, as we know, rules are meant to be broken.
While we typically stick to our brand fonts for everyday materials, there’s space for creativity on special occasions. For example, if you’re a financial company sending out holiday cards to stakeholders, consider deviating from the brand-standard sans-serif font. Adding a decorative font for the header infuses a festive vibe without sacrificing readability. Of course, always remember not to prioritize innovation over legibility.
Good design isn’t just about following the rules; it’s about using the rules strategically to create a unique and memorable brand experience. By understanding the “why” behind the rules, you can bend them to your advantage. So go forth, experiment, fiddle, and break the rules the right way to create work that stands out.