Graphic Design
Principles, trends
& strategic levers
Graphic design is an ever-changing field. We know this at Brand Surface, as we’ve been around for 16 years and have employees with over 20 years of experience.
That’s why we know that design is not just about aesthetics, but also about strategy, communication and understanding culture, trends and technology.
And in reality, it’s also about more than that, the list could go on and on as the world around us is complex and constantly evolving with many variables coming into play – which is why we know that the broad context must be incorporated into graphic design.
Writer
2/10/2025
Frederik Bjerre Andersen
Brand Strateg
fa@brandsurface.dk
How is graphic design defined?
Graphic design can be defined in many different ways, but for us, graphic design is a discipline where art and communication meet. It is the ability to translate complex or simple messages into visual solutions that inform, inspire and engage.
The power of design lies in its universal language. Good design can break language and cultural barriers because it appeals to the senses and emotions. A logo can signal identity. A campaign can create feelings of belonging. A strong digital UI can make a complex process intuitive and easy.
From an academic perspective, graphic design can be seen as a cross-discipline between semiotics, aesthetics and psychology. It’s not just about creating something visually appealing, but about understanding how people interpret and respond to visual cues.
Basic principles of graphic design
Although the tools evolve, the basic principles are unchanging. Let’s take a closer look at them – and why they are still relevant in 2025 and always will be.
Balance
Balance is a fundamental principle that ensures a design doesn’t feel “off” or uncomfortable. Balance can be symmetrical, where elements are mirrored to create a calm structure, or asymmetrical, where dynamism and energy are created through contrast.
In practice, you can think of balance as a visual weight distribution: every element in a design “weighs” something, and the task is to make those weights feel naturally distributed.
Repetition
Repetition is about creating patterns and visual rhythms. It can be in the use of a certain color palette, a typographic style or a recurring graphic element.
This consistency is crucial in branding: without repetition, a brand would lose its recognizability.
Adjustment
Alignment is often underestimated, but it’s what separates professional design from amateur work. When text, images and graphic elements are aligned correctly, a natural calm and professionalism is created.
Even the slightest misalignment can make a design look unprofessional – so precision is a virtue here.
Contrast
Contrast is all about differences. It can be differences in color, size, shape or typography. Contrast is what makes the eye stop and notice an element.
Without contrast, the design becomes flat and uninteresting. With contrast, you create clear priorities: what is important and what is secondary?
Hierarchy
Hierarchy is the ability to structure information in a way that allows the reader’s eye to naturally move through the design. Typically this is done through size differences, colors or placement.
An effective hierarchy can be compared to an editor selecting headlines, subheads and body text – it guides the reader from the big picture to the details.
The basic principles form the foundation of graphic design. But sometimes it's in the breaking of the rules that the most striking results occur. Consciously choosing asymmetry, unexpected contrasts or unconventional alignment can give a design an energy and originality that stands out.
What matters is the intention behind it. Breaking principles should not happen by accident, but as a deliberate strategy to surprise, engage or challenge the norms. Only when you master the principles do you have the prerequisites to break them - and create something that is not just different, but meaningful and relevant in the right context.
Current graphic design trends in 2025/2026
When we talk about trends, it’s important to understand that they are not random. They reflect larger movements in society, technology and culture. In 2025/2026, there are three distinct trends that are shaping graphic design.
Minimalism with bold colors
Minimalism is not new, but it is evolving. Where minimalism used to be associated with neutral colors and simplicity, we are now seeing a shift towards more bold and contrasting color palettes.
Designers in 2025 dare to play with neon, gradients and unexpected color combinations, but without compromising the minimalist look.
Interactive and animated graphics
Digital platforms are our primary communication spaces. That’s why graphic design is becoming increasingly dynamic. 3D animations, motion graphics and interactive elements bring life and make the user experience more engaging.
It’s not just aesthetics, but functionality: interactive designs help the user to navigate, understand and act.
Sustainable design
Sustainability is no longer a niche – it’s a requirement. In 2025, designers are working to integrate eco-friendly principles into both production and aesthetics.
From choosing sustainable printing methods and materials to communicating green values in an authentic way. Sustainable design is both an ethical and a strategic decision.
Tips for effective graphic design
Drawing on both theory and practice, I’ll highlight four concrete tips to help you create design that works – both visually and strategically.
Tip 1: Understand your target audience
Design always starts with understanding. Who are you designing for? What are their values, emotions and needs? The more accurate your knowledge of your target audience is, the stronger your design will be.
Tip 2: Use contrast consciously
Digital platforms are our primary communication spaces. That’s why graphic design is becoming increasingly dynamic. 3D animations, motion graphics and interactive elements bring life and make the user experience more engaging.
It’s not just aesthetics, but functionality: interactive designs help the user to navigate, understand and act.
Tip 3: Create consistency
Consistency is key to brand building. Make sure your design is recognizable across media – from business cards to Instagram stories.
Tip 4: Test across platforms
A design that works on a large desktop screen may break down on a smartphone. Make sure you test your design in the contexts where it will actually be used.
Let creativity rule!
Graphic design in 2025 is both familiar and ever-changing. The basic principles are timeless – balance, contrast and hierarchy will always be the building blocks. But trends such as minimalism with bold colors, interactivity and sustainability show how the field is constantly innovating.
For you as a designer, communicator or business, this means balancing tradition and innovation. Use the principles as a compass and let creativity guide your graphic design.