The document presents design principles derived from 'The Non-Designer’s Design Book' by Robin Williams, focusing on how design subtly directs the viewer's eye using cognitive principles. Key principles include proximity, alignment, repetition, and contrast, each contributing to effective visual communication. These principles work together to enhance the clarity and dynamism of the design.

1. DESIGN
PRINCIPLESBased on The Non-Designer’s Design Book
by Robin Williams
Presentation for SCI 2777 Storytelling with Data
Sr. Edith Bogue, Associate Professor, The College of St. Scholastica
Images from PowerPoint by Saul Greenberg

2. Where does your eye go?
title
subtext
three points
main point
sub point
Based on The Non-Designers Design Book
by Robin Williams

3. What directs your eye
from one place to another?
Design is subtle.
It guides your eye based on cognitive principles.
The basic principles are easy to learn.

4. PARC
Proximity
Alignment
Repetition
Contrast
Based on The Non-Designers Design Book by Robin Williams

6. Proximity
◦ related elements appear as a group
◦ separates unrelated elements
◦ white space is design
as much as the elements
1
2
3
Based on The Non-Designers Design Book by Robin Williams

7. Alignment
◦ visual flow – most visible when absent
◦ connects elements in order
◦ vertical
horizontal
diagonal
1
2
3
4Based on The Non-Designers Design Book
by Robin Williams

8.  Repetition
◦ repeat throughout entire piece
◦ color, size, type, pictures, etc.
◦ consistency creates unity
1
2 3
4Based on The Non-Designers Design Book
by Robin Williams

9. Contrast
◦ makes differences obvious
◦ highlights dominant elements
◦ lesser elements come last
◦ generates dynamism
1
2
3
4
5
Based on The Non-Designers Design Book
by Robin Williams

10. Principles Work Together
title
subtext
three points
main point
sub point
Based on The Non-Designers Design Book
by Robin Williams