Design is visual communication. It invites users to interact with a brand, product, message or idea. But what is it about some designs that draws us in? The colours? A clever headline set in an attractive font? A great composition? More than likely, it’s the combined effect of all of the above. These and other features you might include in a design work together to give projects what you could call a mood or personality.

So how do we infuse our designs with the right mood? Let’s look at 3 design principles that will get you started: colour, typography and space.