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