2. 3.02 Understand business publications Slide 2
Five Principles of DesignFive Principles of Design
1. Balance
2. Proximity/unity
3. Alignment
4. Repetition/consistency
5. Contrast
6. White space
3. BalanceBalance
3.02 Understand business publications Slide 3
Graphics don’t overpower text
Page is not too heavy on one side or the
other
Example:
http://www.ithinktoo.com/Design1/balance/balance_example/balanceeg.html
4. 3.02 Understand business publications Slide 4
Proximity/UnityProximity/Unity
Distance between elements on a page
Used to demonstrate a relationship or a lack of
relationship between elements
Example:
http://www.ithinktoo.com/Design1/Proximity/proximity_example/proximityeg.html
5. 3.02 Understand business publications Slide 5
AlignmentAlignment
Justification of elements
Related items should be justified the same to
emphasize their relationship to each other.
Example:
http://www.ithinktoo.com/Design1/alignment/alignment_example/alignmenteg.html
6. 3.02 Understand business publications Slide 6
Repetition/ConsistencyRepetition/Consistency
Consistent pattern of font and color
schemes and graphic types
Specific font, size, and style for headings, subheadings,
and body text.
Do not mix photographic images and cartoon images on
the same page.
Example:
http://www.ithinktoo.com/Design1/repetition/repetition_example/repetitioneg.html
Scheme - a planned combination of elements, such as a
combination of font styles and sizes
7. 3.02 Understand business publications Slide 7
ContrastContrast
Emphasizing the most important elements
on a page with color and size
Example:
http://www.ithinktoo.com/Design1/contrast/contrast_example/contrasteg.html
8. 3.02 Understand business publications Slide 8
White SpaceWhite Space
Blank or negative space on a page
Used to focus the reader’s attention on important
details
Used to give the reader’s eyes a break
Does not have to be white
Example:
http://www.ithinktoo.com/Design1/white_space/whitespace_example/whitespaceeg.html