Key design principles for cards

1Why some cards work

Two cards can carry exactly the same words and pictures, yet one looks professional and the other looks messy. The difference lies in the design principles: the rules designers use to arrange the elements of a design (line, shape, colour, texture, space and lettering) on the page. Learn a handful of them and your cards will improve at once.

2Key design principles

• Balance: spreading the visual weight so that the card feels stable. In symmetrical balance the two halves mirror each other; it feels formal and calm, which suits wedding invitations. In asymmetrical balance different elements balance each other, such as a large picture on one side and a block of words on the other; it feels lively and modern.
• Emphasis (focal point): the one thing the eye should see first. You create it with size, contrast, colour or position.
• Hierarchy: the order of importance of the words. The most important words are the biggest or boldest; the least important are the smallest.
• Contrast: a difference in value, colour, size or shape. Dark words on a light background are the easiest to read.
• Alignment: every element lines up with something, such as the centre line or a margin. Choose one alignment and keep to it.
• Proximity: related information sits together (the date with the time, the place with the directions), and groups are separated by space.
• Repetition (unity): repeating a colour, a motif or a lettering style makes the card look like one design, for example the same triangle border at the top and bottom.
• White space (negative space): empty space is not wasted. It lets the focal point breathe.
• Safe margin: keep all words at least 5 mm, and better 1 cm, from the edges, where trimming could cut them off.

3Lettering that can be read

• Use no more than two lettering styles: one decorative style for the main words and one plain style for the information.
• Rule two light pencil guidelines for every line of letters, a baseline and a cap line, so that all the capitals are the same height. Rub them out when the ink is dry.
• Space letters by eye, not by ruler: round letters such as O and C sit a little closer to their neighbours than straight letters such as I and H.
• To centre a line, letter it first on a strip of scrap paper, fold the strip in half to find its middle, and line that fold up with the centre line of the card.
• Check the spelling of every name three times. A misspelt name spoils an invitation.

4Colour with a purpose

Use what you learned about colour: warm, bright colours for celebrations; cool, soft colours for calm messages; a complementary pair for a strong focal point. Two or three colours plus the colour of the paper are usually enough. Colour meanings differ between cultures and families, so think about the person who will receive the card.

Worked example: the rule of thirds

Divide the front of a card with two light lines down and two lines across, into three equal parts each way. The four points where the lines cross are strong places for the focal point. On an A6 card 10.5 cm wide and 14.8 cm tall:

• the lines down are 10.5 ÷ 3 = 3.5 cm and 7 cm from the left edge;
• the lines across are 14.8 ÷ 3 ≈ 4.9 cm and 9.9 cm from the top.

Placing a graduation cap on the upper-left crossing and the words "Congratulations, Mutesi!" near the lower-right crossing gives lively asymmetrical balance, with plenty of white space between them.

5Look closely

This Christmas card was printed by L. Prang & Co. in 1897.

• Asymmetrical balance: the heavy holly branch fills the upper left; the lettering, lower right, balances it.
• Emphasis: the red berries against the green leaves are complementary colours, the strongest contrast on the card, so your eye goes there first. The pink capital letters repeat that warm colour and lead your eye down to the words.
• Space for the user: the line along the bottom is left for the sender to write a name.
• Lettering: the decorative old-style letters are beautiful but hard to read. They work here only because there are just two words.

Practice