5 Principles of Visual Design in UX

Introduction

We can usually spot a good-looking design at a glance, but it’s often harder to explain why it works. That’s where visual design principles come in. These principles help you make sense of what makes a layout effective, guiding decisions that drive both engagement and usability.

Whether you’re polishing a landing page, building a dashboard, or wireframing a mobile app, these 5 principles are foundational.

1. Scale - use size to signal importance

Scale is about using relative size to highlight hierarchy. Larger elements naturally grab more attention - so if something matters, make it bigger.

• Use three distinct sizes for most interfaces. That’s usually enough to create visual variety and guide the user’s focus.

• Keep the most important content largest in size. This makes it easier for users to scan and understand your design quickly.

2. Visual Hierarchy - guide the eye through the interface

Visual hierarchy directs attention in a deliberate order - from most to least important. You can create hierarchy using size, contrast, spacing, color, or placement.

Examples:

• Use 2–3 font sizes consistently to indicate priority.

• Apply bold colors to high-priority elements, and neutral tones for secondary ones.

• Combine this with your scale strategy for maximum clarity.

→ For a deeper look at how hierarchy supports clarity, check out Essential Product Metrics Guide → where visual prioritization plays a key role in dashboard design.

3. Balance - create harmony by distributing visual weight

Balance is about arranging elements so your layout feels stable - not lopsided or chaotic. It’s less about quantity and more about visual weight—how much space an element takes up or how “heavy” it feels.

Balance types:

• Symmetrical: mirrored layout - calm and orderly.

• Asymmetrical: uneven but intentional - dynamic and energetic.

• Radial: elements radiate from a central point - focal and immersive.

Use the type of balance that best matches your product’s tone. For a minimalist tool, symmetry may reinforce clarity. For creative products, asymmetry can add excitement.

4. Contrast

Highlight differences to emphasize meaning

Contrast creates distinction. It helps users quickly identify differences—whether between headings and body text, buttons and backgrounds, or featured and secondary elements.

In UX, the most common form is color contrast, especially for readability.

Tips:

• Use a color contrast checker to ensure accessibility.

• Increase contrast to highlight key actions.

• Lower contrast for background or support elements.

→ Need help designing call-to-action buttons with the right contrast? See how it’s handled in The Anatomy of an Effective Hero Section →.

5. Gestalt - design for how people actually perceive things

Gestalt principles describe how humans naturally group visual information. Instead of processing elements in isolation, we perceive patterns and wholes. Common Gestalt principles in UX include:

• Proximity: items placed close together feel related.

• Similarity: elements that look alike are grouped together.

• Closure: users fill in gaps to see complete shapes.

• Common fate: elements moving or aligned in the same direction feel related.

These rules help create intuitive layouts. For example, grouping navigation items together using proximity makes them feel like one system.

→ Curious how this impacts layout strategy? The concept of grouping and alignment also shows up in Designing Better Empty States →.

Why visual principles matter

They improve usability

Good visuals reduce cognitive load. Principles like hierarchy and balance help users find what they need, faster. Think of it as setting up a roadmap through your interface.

They build emotional connection

Visuals matter beyond function. A well-crafted UI creates delight, trust, and a sense of professionalism—even if users aren’t consciously aware of it.

They reinforce branding

Consistent, intentional visuals strengthen your brand. They build recognition and convey reliability—even before someone reads a single word.

Final thoughts

You don’t need to be a visual design expert to use these principles. Think of them as a checklist to help your designs feel polished, intentional, and user-friendly.

And if you’re already thinking about how these ideas show up in real-world UX? You’re on the right path. The best designs are rooted in clear principles, not just trends.