Elements and Principles of Graphic Design
What the domain tests
This domain applies the elements and principles to designed communication rather than fine art: visual hierarchy, contrast, alignment, proximity, repetition, white space, grid and Gestalt grouping. Expect questions that ask you to justify a layout decision or to explain why a described layout fails.
Core rules
- Four workhorse principles are often remembered as CRAP: Contrast, Repetition, Alignment, Proximity. Contrast creates emphasis; repetition builds unity; alignment creates a clean edge; proximity groups related items.
- Visual hierarchy: the eye should travel in a planned order, usually headline → image → body → logo or action. Size, weight, colour, position and isolation raise an item's rank.
- White space is an active element, not leftover space; it separates groups and signals quality.
- Gestalt: proximity (near = related), similarity, closure, continuity, figure–ground, common fate. Use them to explain why a loose cluster reads as a single block.
- Grid: columns, margins and gutters give consistent alignment across a multi-page job.
Worked example
A business card looks messy: name centred, phone left, email right, logo top-left, everything the same size. Fix it by reasoning: group the contact details with proximity into one left-aligned block, align the name and that block on the same left edge, place the logo alone top-right for contrast and balance, and reduce to two type sizes. Name the principle behind each move - proximity, alignment, contrast, hierarchy - because marks come from the term, not from taste.
Traps
Using proximity and alignment interchangeably; centring everything, since 'centred' is not 'balanced'; adding decoration instead of building hierarchy; low-contrast grey-on-grey text; judging by prettiness without naming the principle.