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The four basic principles
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The four basic principles

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  • 1. The b sic principles
  • 2. Proximity• Items relating to each other should be grouped close together.• When several items are in close proximity to each other, they become one visual unit rather than several separate units• This helps organize information, reduces clutter, and gives the reader a clear structure
  • 3. Alignment• Nothing should be placed on the page arbitrarily.• Every element should have some visual connection with another element on the page• This creates a clean, sophisticated, fresh look
  • 4. Repetition• Repeat visual elements of the design throughout the piece• Color, shapes, textures, spatial relationships, line thicknesses, fonts, sizes, graphic concepts, etc.• This develop the organization and strengthens the unity
  • 5. Contrast• The idea behind contrast is to avoid elements on the page that are merely similar• If the element (type, color, size, line thickness, shape, space, etc) are not the same, then make them very different• Contrast is often the most important visual attaction on a page – it’s what makes a reader look at the page in the first place