The basic principles of typography include contrast, scale, balance, hierarchy, alignment, and space. Contrast is used to differentiate elements and draw attention. Scale refers to the size of the text, which can be used to create hierarchy and emphasis. Balance is about distributing elements evenly to create a pleasing composition. Hierarchy is used to guide the reader's eye to the most important elements. Alignment is about lining up text and graphics to create order and cohesion. Space, both negative and positive, is used to give the design room to breathe and to help guide the reader's eye.