Design PrinciplesDesign Principles

3.02 Understand business publications

3.02 Understand business publications Slide 2

Five Principles of DesignFive Principles of Design

1. Alignment

2. Consistency

3. Contrast

4. Proximity/unity

5. White space

3.02 Understand business publications Slide 3

AlignmentAlignment

Arrangement of textLeft or right justified?Centered?Is the text laid out in a normal reading pattern

(left to right)?

3.02 Understand business publications Slide 4

ConsistencyConsistency

Color schemeMaintain a uniform color scheme throughout Choose a color appropriate for the subject

Font schemeSelect a uniform style, size, and effect for all

headings and another for the bodyChoose a serif font for headings and a sans serif for

the body or visa versa.Do not use all capital letters!

GraphicsUse a uniform format for graphics – all photographic

or all cartoon

3.02 Understand business publications Slide 5

ContrastContrast

Where is the reader’s attention focused first?Are the most important objects emphasized by

color or size?Is there a distinct difference in color

between the font and the background?Are headings distinct so that the reader

notices a difference between a header and the body?

3.02 Understand business publications Slide 6

Proximity/UnityProximity/Unity

Are the objects grouped appropriately?Does a relevant graphic appear in close

proximity to the text it represents?

Is there uniform and appropriate space between headings and body?The reader should be able to quickly discern

the relationship between headings and related body as well as body and related graphics.

3.02 Understand business publications Slide 7

White SpaceWhite Space

Think of white space as negative or blank space. It is used to focus the reader’s attention by drawing the eyes to specific locations and sections in a publication. It also gives the reader’s eyes a break.

3.02 Understand business publications Slide 8

The EndThe End