CRAP (Contrast, Repetition, Alignment, and

Proximity)

Graphic Design

Principles

Once upon a time in a far away place called Media worldThere were five royal hero’s across the land. So let us take awonderful journey to meet these hero’s.

King Contrast

• Contrast refers to the way in which an element stands out above the rest of the piece

• Making Items distinct and different from one another.

• Avoid elements that are merely similar – make them different, very different

King Contrast

• When using contrast you will notice that the page that one is creating looks interesting especially for the readers

• One can use different colors, fonts, shapes to grab the attention of a reader.

• Its function is to draw the attention of the viewer, and create a focal point to help the viewer determine which part of the information is important.

Before using Contrast After using Contrast

The Meeting of the century

Who:The King

When:March 17, 2007

Where:At the royal palace

The Meeting of the century

Who: The KingWhen: March 17, 2007Where: At the royal palace

Before using Contrast After using Contrast

Contrast

Contrast

• Difference between elements• Adds visual interest• Organizes and guides• Approaches

• Typefaces • Headings and subheads • Graphic elements • Direction • Size • White space

Contrasting colorsALL CAPS vs. lowercaseContrasting fontsBOLD vs. regularContrasting shapes

Contrasting sizes

Queen Repetition

• “Repeat some aspect of the design throughout the entire piece.”

• When repeating throughout your design it may signify something important .

• A conscious effort and willingness to unite, join, fuse, the entire page together (print or web based)

Queen Repetition

• You can repeat colors, shapes, textures, spatial relationships, line thickness, fonts, sizes, graphic concepts, etc.

• This helps organize the information, reduces clutter, and give the reader a clear structure

• Thought of as Consistency, Continuity of all pages

Example of Repetition

I am the Queen of RepetitionAnd here is my crown to prove it

Crown

Before using Repetition After using Repetition

When you get to the end of the information, does your eye just wander off the card?

Repeated bold type encourages reader to “bounce” between the two dominant typefaces

Before using Repetition After using Repetition

Before using Repetition After using Repetition

Repetition

• Repeat one or more design elements or portions of an element

• Guides and organizes• Creates consistency and unity• Approaches

• Headings, subheads• Page numbers• Rules, bullets• Typefaces• Margins, etc.

Sir Alignment

• “Nothing should be placed on the page arbitrarily. Every item should have a visual connection with something else on the page.”

• Every element on a page should have some visual connection with another element on the page

• Alignment means to align things along a line, or side, or some sort of edge.

• Text or images that can be centered, justified, right and left aligned.

Sir Alignment

• The basic rule of thumb is to align everything the same way. If one part of the page is flushed left, make sure every other part of the page is also flush left.

• When aligning text in center the center please don’t write a paragraph. Just write something short and snappy.

• Also correct alignment looks neat and easy for the audience to read.

Before using proper alignment After using proper alignment

The fight of the century Sir Alignment in a jousting Match against black knight.

The fight will begin in the royalcourt yard on march 12, 2007.

The fight of the Century

Sir Alignment vs. Black Knight

The fight begins:March 12, 2007

Before using proper alignment After using proper alignment

Before using proper alignment After using proper alignment

No element has any connection to the others.

Elements aligned

Before using proper alignment After using proper alignment

Before using proper alignment After using proper alignment

Trapped white space pushes elements apart

“Find a strong line and use it.” Flush right type makes use of image’s border.

Alignment

• Organize the elements on a page • Use the same alignment throughout the entire document

(right justify, left justify, or center align) • Do not place anything on the page arbitrarily • Do not center align everything.

• Visually connect each element on the page to something else on the page (Unity)

Duke Proximity

• Items that are close appear to have a relationship, to belong together

• Be conscious of space between items

• When using proximity one will noticed how organized it will look.

• Also, don’t group unrelated items things will be confusing for the reader.

Duke Proximity

• Keeping things at close proximity to each other will create a link between them, so that the reader will know just by looking that they are related.

• When close enough -they appear to have a belonging to each other.

• When physically far - they do not appear to have a relationship with each other.

• Elements become visually disconnected from each other.

Before proximity After proximity

A viewing party at Duke Proximity’s house it will be a party to remember.

March 28, 2007

A Viewing Party

Who: Duke ProximityWhen: March 28, 2007Where: Duke Proximity’s housewhy: New family crest

Before proximity After proximity

Problem:

Reader’s eye must bounce all around card to obtain

information

Solution: Group together related

elements

Before proximity After proximity

Problems: The two items in top

left are in close proximity but not related

Gaps separate related items

Solution:• Regroup information• Change to caps/lowercase• Use squared edges• Let image break out of box

Before proximity After proximity

Problem:• Everything

is close to everything else

Solution:• Contents

are grouped

• Contrast is added with headlines/rules

Before proximity After proximity

Visual cues for organization and importance

Before proximity After proximity

I hope you enjoyed your journey. Don’t forget to apply the principles you have learned hereToday.

CRAPContrast, Repetition, Alignment, and Proximity.