C R A PThe Four Basic Principles of

Design

CONTRAST• Avoid ‘similar’ elements - If they are

not the same, make them VERY Different

• Purpose:– Create Interest– Aid in Information Organisation– Support Visual Hierarchy

• The use of colour enables contrast

REPETITION• Repeat elements throughout to

create organisation and strengthen unity

• Purpose:– Unify and add interest– Consistency

• Avoid repeating an element to the point it becomes annoying or distracting

ALIGNMENT• No random element placement• Clean, sophisticated look with visual

connection of elements• Purpose:

– Unify and Organise

• Avoid:– More than 1 text alignment, over use of

centre-alignment

PROXIMITY• Related items should be grouped

together• Purpose:

– Reduce clutter and chances of confusing reader

– Organise information - reduces cognitive load

– Logical information more likely to be remembered