Principles of Web Design


Web design is one of the most important aspects that you should pay attention to when developing a website. Every digital marketing agency should give a special place for website creation services with a perfect graphic design. If the resource is memorable, convenient and attractive, the user is guaranteed to want to get acquainted with it. Absolutely everything in modern web design is built on 6 basic principles: balancing, emphasizing, repetition, alignment, contrasting and readability. Having studied them in more detail, you will be able to better navigate the various aspects of creating a unique and attractive design.

It should be noted that these principles are only guidelines. They allow you to find the right way when modeling and developing the “appearance” of an Internet resource. In addition to them, you should pay maximum attention to the quality of the content.


This principle is based on the need to position all design elements. So that they evenly distribute the visual load throughout the page. This means that you do not need to place all text blocks, lead forms or images only. For example, on the left side of the screen. It is best to space them evenly across the page in such a way that they are mirror images of each other along the same axis.

Thus, placing a block with text on the left side, place a second block to the right of it at an equal distance relative to the center of the page, containing a call to action or some other content. The same symmetry can be present in any part of the screen and on a smaller scale.

Usually, to balance the design, blocks of the same size are used, having the same type of color scheme, the same fonts for content and visual styles. It is worth noting that the balance can be of two types: asymmetric and symmetrical. With the asymmetrical arrangement of objects, they are opposite each other relative to a certain axis. An example is the arrangement of goods in the form of cards on the page of an online store. In turn, the asymmetric balance looks like a chessboard. The mirror element is shifted to the side, and the place opposite the previous block is occupied by a mirror copy of the block located below.

In most cases, each of us, when developing a website design, tries to balance it. Since such pages look much more aesthetically pleasing and allow us to increase the efficiency of content perception.


This principle is closely related to the concept of hierarchy since it allows you to emphasize the importance of the most necessary blocks. In most cases, when visiting an Internet resource, a person uses only a few buttons or gets acquainted with only some blocks. That give him the opportunity to form an opinion about a product or site.

Emphasis is the selection of the most significant elements on the page. To implement this principle on your site, you first need to analyze the page structure and find out the hierarchy of the components located on it. Imagine a list of all the components that need to be placed and select the most important ones. Now, when creating a website design, you can highlight them with a brighter color, unusual font or shape. Also, graphic elements such as curly arrows, footnotes, etc. are often used to focus the attention of users.

Only one component on the page can be highlighted as brightly as possible – it can be, for example, a call to action or a checkout button.


Its essence lies in the use of the same type of design elements on all pages of the site. Repetition can be expressed in the use of the same lines, fonts, shapes and colors. Almost always in the web design of sites, there are elements of the same type, because thanks to them a logically connected image of the entire resource and each page separately is created. In addition, repetition gives the user a sense of stability, as there is predictability in the performance of actions.

You should not apply an individual approach to the design of each page. Since such a site will lose visual coherence and will not be perceived by the user as a holistic object. Try to use the same colors and sizes for all buttons on the resource. Then place the same main menu on all pages, and avoid colorful backgrounds.


This principle ensures the unification of various elements of modern website design. It consists of arranging all the components on the page according to the grid. Usually, unaligned objects are out of line with the overall style of the page and introduce an imbalance in its appearance. An example would be the headings of two columns aligned on the same line. This solution will look more holistic in comparison with headings located at different heights or offsets along the axis.

Alignment can be quite time-consuming as every component on the page needs to fit. In addition, some details are very easy to overlook, which will lead to further design alterations.


This principle consists of the visual differentiation of several elements located on one screen. There are many ways to achieve a high level of contrast. Using bold fonts, bright colors, larger block sizes, and so on.

In addition, contrasting is closely related to accentuation, since in most cases the element on which the emphasis is placed is more contrasting and stands out from the overall style. For example, the text that carries the main semantic load can be highlighted in bold. So that it attracts the user’s attention faster than the rest of the content. In many ways, the contrasting of elements depends on the type of resource and the goals that are set for it.

Ease of perception.

This principle is based on the visual appeal of the page and the successful arrangement of various elements on it. Basically, the convenience of perception depends on how harmoniously the designer was able to combine fonts, colors, geometric shapes and graphics.

For most users, the sequence of objects on a page is very important. Thus, a person who reads from left to right is unlikely to find it logical to place the first block of any scheme on the right side of the page, and the second on the left. Always put yourself in the user’s shoes and think about the logical arrangement of objects on the site before making it publicly available.



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