The document discusses six principles of design for business publications: balance, proximity/unity, alignment, repetition/consistency, contrast, and white space. It provides definitions and examples for each principle. Balance refers to evenly distributing graphics and text on a page. Proximity/unity concerns the distance between design elements to demonstrate their relationships. Alignment means justifying related items the same way. Repetition/consistency uses consistent fonts, colors, and graphics. Contrast emphasizes important elements through size and color. White space uses blank space to focus attention and give the eyes a rest.

1. Design PrinciplesDesign Principles
3.02 Understand business publications

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