design principles. contrast alignment repetition proximity there are four basic principles of design...

DESIGN PRINCIPLES

CONTRASTALIGNMENTREPETITIONPROXIMITY

There are four basic principles of design which are:

CONTRAST

Two items that are really different.

Large type with a

small type.

A cool colour with a

warmcolour.

A horizontalelement(row of text)

vertical elemen

t (n

arrow colu

mn

of text)with a

Widely spaced lines

Widely spaced lines

with

closely packed lines closely packed lines closely packed lines closely packed linesclosely packed linesclosely packed lines

Small graphics

with a

large graphic.

CONTRAST

Large type

with a small type.

A cool colourwith a

warm colour.

Horizontal with

Vertical

Widely spaced lines

Widely spaced lines

with

closely packed lines closely packed lines closely packed lines closely packed lines

Don’t forget reverse text.

Small graphics

with a large graphic.

You do not have to use all of these contrast elements in one document.

ALIGNMENTNothing is just placed on the page without

thinking about where you are placing it.

Items have a visual connection with something

else on the page.Papatoetoe Pizzas

Jimmy Smith

2323 Great South Road

Papatoetoe, Auckland

(09) 555-7676

This example has a nice arrangement with the text items grouped into logical proximity. This text is centre-aligned over itself, and centered on the page.

Papatoetoe PizzasJimmy Smith

2323 Great South Road

Papatoetoe, Auckland

(09) 555-7676

By moving all the elements to the right and giving them one alignment, the information is instantly more organised. The text items now have a common boundary connecting them together.

The invisible line runs right down here, connecting the text.

REPETITIONWhere some aspects of

design are repeated throughout the

entire piece.

Headings and subheadings are a good place to start for creating repetitive elements, since you are probably already doing this. But take this repetitive element further and make it stronger. Here is an example...

Using font style and sizeEarthquakeIf you feel an earthquake take cover in a doorway or under something solid. DO NOT RUN OUTSIDE.

VolcanoIf you are told a volcano may erupt STAY INSIDE and keep the doors and windows shut.

TsunamiIf you are told a Tsunami is coming do not go to the beach to watch it. GO INLAND.

A bold font

A thick rule (line)

A certain bullet

A colour

A particular format

SpacingOn the next slide is an example of using repetition in design.

With repetition also consider:-

Success in the Stars

Libra - sudden change may bring about some emotional unrest.

Taurus - an interesting situation will happen.

Cancer - good time for long term planning.

Aries - exciting changes are ahead.

Gemini - look at new work opportunities.

Success in the Stars

Libra

Sudden change may bring about some emotional unrest.

Taurus

An interesting situation will happen.

Cancer

Good time for long term planning.

Aries

Exciting changes are ahead.

Gemini

Look at new work opportunities.OK

Better.

PROXIMITYInformation that is related is grouped together (e.g. page numbers, company details,

contact details, price information, discounts.)

The page should have an instant visual clue as to the organisation and/or

content of the page.

When you create a flyer, a brochure, a newsletter, or

whatever, you know which pieces of information are logically connected, you know what

information should be emphasised and what is

important.

Below are two examples of how you can improve a newsletter header with the proximity

principles of design.

UNIVERSITY OF THE WEST COOPERATIVE EXTENSION WHAT’S HAPPENING IN…

REDWOOD COUNTY FORESTRYAugust - 1996

What’s happening in…

Redwood County Forestry

University of the WestCooperative ExtensionAugust 1996

The bottom letterhead has had a few changes to improve it’s appearance including:

changed from all capital letters to lowercase, which gave more room to make the title strong and bold, and which made the text easier to read. The corners were changed from rounded to straight, giving it a cleaner, stronger look. The tree graphic was enlarged and it broke out of the boundary, a common graphic trick.

Bibliography

Williams, R. (1994). The Non-Designers Design Book. Peachpit Berkeley, CA.