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The four design principles
- 1. The Four DesignPrinciplesThe Non-Designer’s Design Book 3rd EditionConcepts and Techniques UsingMicrosoft Office 2007
- 2. The four basicprinciples
- 3. ContrastContrast on apage helps attract attentionAvoid merely similar elementsSeparate elements should not be similarIf elements are not the same, make them very differentHelps organization by separating elementsDon’t be a wimp!
- 4. Sample – PoorContrast
- 5. Sample – GoodContrast
- 6. RepetitionRepeat visual elementsto help organize and strengthen unityAdds visual interest to the pageColorsShapesSpatial RelationshipsTexturesLine ThicknessFontsFont SizesImages
- 7. AlignmentElements should notbe placed arbitrarilyElements should have some visual connectionAffects the mood of the pieceCreates a clean, sophisticated, fresh look
- 8. ProximityItems relating toeach other should be grouped close togetherItems groups together become one visual unitHelps organize information, reduce clutter, and gives the reader clear structure
- 9. Sample – PoorProximity
- 10. Sample – EffectiveProximity
- 11. Final Tips –In publications, avoid…PUTTING TEXT IN ALL CAPSCluttering graphics/text too close togetherUsing too many fonts and colors in one publicationUsing INCONSISTENT formatting to make a point
Editor's Notes
- #4 The idea behind Contrast is to avoid elements on the page that are merely similar. In this case, elements are defined as things such as typeface, color, size, line thickness, shape, space, etc)If they are not the same, or are not related, then make them look very different. Contrast is often the most important visual attraction on a page – It’s what makes a reader look at the page in the first place.One purpose is to create interest on the page – if a page is interesting to look at, it is more likely to be read.Purpose number two is to help organize of the information. A reader should be able to instantly understand the way the information is organized, the logical flow from one item to another. The contrasting elements should never serve to confuse the reader or to create a focus that is not supposed to be the focus point.Add contrast through your typefaces choices, line thickness, colors, shapes, sizes, spaces, etc. It is easy to find ways to add contrast, and it’s probably one of the most fun and satisfying ways to ad visual interest. The important thing is to be strong. Don’t be a wimp!!
- #12 Avoid using all caps, as this makes the audience feel you are yelling at them. Avoid cramming graphics and text so close together, we all need room to breathe, and when items in publications are crammed together, it becomes harder to interpret.Avoid using every possible font color in one publication. Of course, the limits depend on the publication you are using. To give an extremist example: For a one page flyer, do not use 14 different fonts, and 12 different colors. Instead, if you must change your font, try to keep it down to at least 2-3 font styles, and 1-2 colors, maybe 3 in larger publications.Avoid inconsistent formatting, such as having one yellow word in a paragraph of white. Or applying Bold, Italics, and Underline to the same word – there are many different and effective ways to express yourself and make a point without resorting to primitive measures.