Layout fundamentals: hierarchy, alignment, contrast and white space
The four principles behind clean designs, with practical fixes for the most common layout mistakes.
Most weak designs are not fixed by better images or more effects. They are fixed by applying four basic principles. Screenings often describe a problem design and ask which principle has been broken.
Hierarchy
Decide what the viewer must see first, second and third. Use size, weight, colour and position to show that order. On an event post, the event name might be largest, the date second, and the venue and booking details smallest.
- Have one clear focal point per design.
- If everything is bold or large, nothing stands out.
Alignment
Every element should line up with something else, such as a margin, a column edge or a centre line. Left-aligned text is usually easier to read in longer blocks. A common mistake is placing text boxes by eye so they are almost, but not quite, aligned. Use the snapping guides and keep consistent margins on all sides.
Contrast and readability
Contrast separates elements and makes text readable. It comes from differences in colour, size, weight and style.
- Dark text on a light background, or light on dark, reads best.
- Over a busy photo, add a dark overlay or a solid shape behind the text.
- Avoid light grey on white and thin fonts at small sizes.
- Do not rely on red versus green alone to show meaning.
White space and fonts
White space is empty space, whatever its colour. It groups related items and makes the design feel calm. If a design feels crowded, remove an element before shrinking everything.
For fonts, use two in most designs: one with character for headlines and one plain, readable font for body text. Fonts that are too similar look like an error, and more than two or three usually looks messy. Apply the brand kit fonts and colours so designs stay consistent across a team.
Quick review checklist
- Can you tell the main message in two seconds?
- Do all elements line up with an edge or centre?
- Is every line of text readable on a phone screen?
- Are you using only brand colours and two fonts?
- Is there breathing room around the edges?
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