Before learning Photoshop or Illustrator, understanding the underlying principles of design gives you a framework that applies across all tools and media. These five principles explain why some designs work and others fail.
Contrast
Contrast is the difference between elements — light vs dark, large vs small, bold vs thin. Without contrast, everything looks equally important and nothing stands out. Every design needs a dominant element, which is created through contrast.
Hierarchy
Visual hierarchy guides the viewer's eye through the design in a specific order. The most important element should be the largest, boldest, or most colourful. Supporting elements should be smaller and less prominent. Think: headline → subheading → body text → caption.
Alignment
Every element on a page should have a visual connection to something else. Avoid placing elements arbitrarily — align text to grids, images to edges, and create consistent margins. In Photoshop and Illustrator, use Smart Guides and the Align panel to achieve precise alignment.
Repetition
Repeating visual elements (colours, fonts, icons, spacing) creates consistency and brand recognition. In a wedding album, using the same typeface, accent colour, and layout grid on every spread creates a cohesive feel.
Proximity
Elements that are related should be placed close together. Unrelated elements should have clear space between them. This organises information visually without needing borders or dividers.
These principles are the foundation of the Graphic Design Mastery Program at CIMT Kochi.