ContentsProximity 3

Alignment 4

Repetition 5

Contrast 6

Type Contrast 7

P a r CPresentation

Lisa FLowers

PThe problem with the first example is that none of the items are grouped together on the card. There are five items placed in separate locations and two of them are bold, so it’s not clear which items should be read first or last. Purposely designed for this exercise by Lisa Flowers.

Proximity is achieved when similar items are placed near each other or grouped together and are seen as belonging together. They will appear more organized and clearly defined. When proximity is used correctly, the spacing between the information helps to determine when one piece ofinformation stops and another begins. In the end the result is more pleasing to the eye.

What to avoid

hoW to get it

Proximity

By grouping similarelements together andcreating clear lines the

card is much more organized and easierto read. I did this by

simply left aligning thegrouped items.

Purposely designed for thisexercise by Lisa Flowers.

a

By grouping similar elements together and creating clear lines

the items are more organized and easier to read. This was

done by simply creating a clear horizontal alignment.

Purposely designed for this exercise by Lisa Flowers.

None of the items are aligned in this first example. The three items are randomly placed anddisorganized. There is no clear path for the audience to follow.Purposely designed for this

exercise by Lisa Flowers.

The arrangement of items on a page should match up as close aspossible or grouped together to create natural lines, which makes the page more appealing and easy to read. There should be a visual connection between items on the page and should not be randomly placed. When items arerandomly placed on a page, it can appear as messy and disorganized.

What to avoid

hoW to get it

aLignment

r

This example has strong feel of repetition. The use of repetition is

seen in the font, shapes and thecolor throughout.

Purposely designed for this exercise by Lisa Flowers.

This example has no organization or consistancy. It shows no clear repetition of patterns, shapes, font or alignment. Also, there is no clear path for the audience to follow.Purposely designed for this

exercise by Lisa Flowers.

Repetition adds organization and creates a strong relationship betweenelements, which helps guide the reader through the page. This can be done by repeating similar or related elements on one page or acrossmultiple pages, such as color, size, texture, line or shapes that are used more than once. If overused, it can be distracting.

What to avoid

hoW to get it

rePetition

n o

rrrrr

n e

rr

r

This example has strong feel of repetition. The use of repetition is

seen in the font, shapes and thecolor throughout.

Purposely designed for this exercise by Lisa Flowers.

This example has no organization or consistancy. It shows no clear repetition of patterns, shapes, font or alignment. Also, there is no clear path for the audience to follow.Purposely designed for this

exercise by Lisa Flowers.

Repetition adds organization and creates a strong relationship betweenelements, which helps guide the reader through the page. This can be done by repeating similar or related elements on one page or acrossmultiple pages, such as color, size, texture, line or shapes that are used more than once. If overused, it can be distracting.

What to avoid

hoW to get it

rePetition

n o

rrrrr

n e

rr

C

Contrast is used effectively throughout this design. The use

of two different typefaces in white adds better contrast against the

black background, and the black logos against the white background

also adds contrast. Purposely designed for this

exercise by Lisa Flowers.

Contrast was not usedeffectively in this design. All of the text is the same font. Also the rule, logo and background color are too similar, making the design less interesting.Purposely designed for this

exercise by Lisa Flowers.

Contrast is two or more related elements displayed differently on a page and the differences should be obvious. Common ways of creatingcontrast is done by varying differences in size, shape, color, type, texture, alignment and movement. A few examples are light and dark, smooth and rough, thick and thin.

What to avoid

hoW to get it

Contrast

- Coco Chanel

Different

one must always be

IrreplaceableIn order to be

- Coco Chanel

Different

one must always beIrreplaceable

In order to be

tType contrast is used to emphasize certain text. Creating contrast intext can be done by varying the differences in size, weight, structure, form, direction, and color. Below are six examples of creatingtypographic contrast.

tyPe Contrast

jackyou don’t knowSize: Big type versus little type

Live Love Laugh

Weight: Refers to the thickness of the strokes - contrast heavy weight with light weight.

ThinkoutsIDethe box

Structure: The structure of a typeface refers to how it is built - monoweight or think/thin.

What would you do?Form: The form of a letter refers to it’s shape - caps versus lowercase is a contrast form.

Livein the sunshine.Direction: Horizontal type versus tall, narrow

columns of type rather than type on a slant.

Color: Warm colors come forward; cool colors recede. Experiment with “colors”. design brief

Lisa FLowers | lflowers2@mwcc.edu

thank you!