The document outlines four basic principles of design: contrast, repetition, alignment, and proximity. Contrast involves making different elements very distinct to create interest and visual hierarchy. Repetition unifies a design through consistently using certain elements. Alignment organizes elements in a clean, sophisticated way. And proximity groups related items together to reduce clutter and confusion for the reader.

1. C R A P The Four Basic Principles of Design

2. CONTRAST Avoid ‘similar’ elements - If they are not the same, make them VERY Different Purpose: Create Interest Aid in Information Organisation Support Visual Hierarchy The use of colour enables contrast

3. REPETITION Repeat elements throughout to create organisation and strengthen unity Purpose: Unify and add interest Consistency Avoid repeating an element to the point it becomes annoying or distracting

4. ALIGNMENT No random element placement Clean, sophisticated look with visual connection of elements Purpose: Unify and Organise Avoid: More than 1 text alignment, over use of centre-alignment

5. PROXIMITY Related items should be grouped together Purpose: Reduce clutter and chances of confusing reader Organise information - reduces cognitive load Logical information more likely to be remembered