the four design principles
TRANSCRIPT
The Four Design PrinciplesThe Non-Designer’s Design Book 3rd Edition
Concepts and Techniques UsingMicrosoft Office 2007
The four basic principlesContrast
Repetition
Alignment
Proximity
Contrast
• Contrast on a page helps attract attention• Avoid merely similar elements– Separate elements should not be similar– If elements are not the same, make them
very different• Helps organization by separating elements• Don’t be a wimp!
Sample – Poor Contrast
Sample – Good Contrast
Repetition
• Repeat visual elements to help organize and strengthen unity
• Adds visual interest to the page
Colors
Spatial Relationships
Font Sizes
Shapes
Images
Line Thickness
Textures
Fonts
Alignment
• Elements should not be placed arbitrarily• Elements should have some visual
connection• Affects the mood of the piece• Creates a clean, sophisticated, fresh look
Proximity
• Items relating to each other should be grouped close together
• Items groups together become one visual unit
• Helps organize information, reduce clutter, and gives the reader clear structure
Sample – Poor Proximity
Sample – Effective Proximity
Final Tips – In publications, avoid…
• PUTTING TEXT IN ALL CAPS• Cluttering graphics/text too close together• Using too many fonts and colors in one
publication• Using INCONSISTENT formatting to
make a point