Visual elements bring text-based content to life by adding color and flavor. While there are few better ways than images to convey messages effectively, balance is key as you don't want one element to steal the show.
Balancing is a delicate process where your creative judgment comes in. Too many images may overwhelm the viewer, while too much text may make the content look dry, boring or confusing. Even a simple heading against a large image can really set the tone of your design by visually communicating the content you are producing. Though simplicity can be useful, a complex design can also do the trick if balance is applied skillfully.
When should designs be balanced?
Balance should be applied to any form of design, from brochures and magazines to web design. It is one of the key principles of design that should guide the designing process. This also includes any piece of client work that involves both graphics and text, and even logo design requires balance if both logomark and logotype are required. For illustrative purposes, check out these logos for physicians which feature graphics and text in balance with each other.
The purpose of balanced designs
Design isn't just about what looks good, it's also about understanding harmony and visual communication. Balance helps to achieve that by providing visual structure and ease of delivering a message.
Considerations when balancing text and visual elements
Balance is not necessarily symmetrical - a design can be asymmetrical and seemingly 'out of balance', but still work harmoniously and successfully. You want to treat text and graphics like separate entities, though at the same time, make sure there is a relationship between the two. This will be illustrated in the examples below.
You will need to understand hierarchy to balance the elements based on what is most important. Decide which element is the focal point and allow it to make the most impact. From there, balance the other elements respectively.
It is important to note that balance takes into consideration elements such as positioning, contrast, tone, texture and size.
Another consideration a graphic designer has to understand is the piece of content they are working with, so make sure to read the text completely to grasp the hierarchy and perform the necessary research to fully understand what you are trying to create. This may sound obvious but is so crucial, and can be easily skipped over by busy designers.
Techniques to balance text with visual
A good way to start is by creating a mind map so you can lay out all the different elements visually. A quick sketch will do, and it will go a long way in helping you to create a successful design. Then, you can start to see draw links between the elements - for example, does the heading relate more to the image, than the body copy?
Sketching it out by hand is not only quicker, it also helps you to explore and implement more ideas. You can understand the relationship between graphics and text more quickly and determine at a glance if the design works. You can also create boxes and keys to assist you. For example, a rectangle with many lines will indicate text. A box with a cross can indicate a graphic. In this way, you can visually see if there is too many graphics or too much text in areas of your design without spending hours on your computer.
You can go one step further by creating a grid layout. A grid layout is one of the most crucial components in creating an effective design. It is used in every kind of design imaginable, and there's a reason for it: a grid will help you to easily understand and visualize the balance between graphics and text.
Examples of balanced text and visual elements in design
A great way to understand balance is to study the designs of other people. Start by looking at websites, magazines, billboards, movie posters, or even buildings - Look for how text and image are balanced.
Web Design
Take a look at the example above. There is a great balance between the text and visual elements, and even though the text is all on the left, there remains a harmony about the site.
Being a grid layout, it focuses on elements in both the background and foreground. The detailed, hand drawn illustrations are contrasted with the simple sans serif font, while the complementary colors of green and red work perfectly to enhance the sense of ease across the page.
Also, notice how your eye focuses on the line weight of the red that flows from the categories to the content and through to the illustrations. The branding is emphasised through the hierarchy of text, which in this case considers color, size, and weight.
Book Cover
Here is another example of a successfully balanced design.
Although the focal point is supposed to be the text, without the image this design would be dry and lacklustre. Despite this combination of elements however, it remains modern and minimalist in its approach.
The grey toned image flows well in the background, with the movement from the blur contrasting effectively with the crisp text. It allows the text to pop and speak for itself.
And further, instead of having an image on one side with the content on the other, this cover breaks the rules by placing the text over the image. Even then, there is no sense the design is cluttered, and each element still seems to have its own space.
Practice makes perfect
There are plenty of opportunities to study balance in the environment around you and through designs you come into contact with every day. Over time and with practice, a keener sense of what makes for a balanced design develops; much to the delight of clients.
Want More?
Try our text logo maker on BrandCrowd or discover the elements you need to make your designs easy on the eye:
Understanding The Hierarchy Of Text - Why Is It Important?
Typographic Terms Every Designer Should Know
The Typographic Terms You Need To Know To Turn You Into An Expert Designer
Written by Jessica Walrack on Wednesday, May 18, 2016
Jessica Walrack is a professional freelance writer with a background in sales and marketing. After 7 years in the corporate world, she stepped into the online sphere and has now been freelancing for 4 years. She specializes in helping businesses to create a stellar online experience for their audience in order to build industry authority and increase profitability. In her spare time, Jessica enjoys traveling all over the world with her family.
