2Four Elements of Design ContrastRepetitionAlignmentProximity
3This ad was taken right out of a newspaper. Problems:all capsinformation is in one big chunktoo hard to readThe Non-Designer’s Design Book by Robin Williams
4Principle of Contrast …really different! If two items are not exactly the same, then make them different……really different!
5Contrast: Add visual appeal creates organization Prevents skimming… it’s what makes a reader look at the page.
6Contrast:add visual interest contrasting type, color, size, line thickness, shape, space, etc.Contrast is the beginning place for the eye.
7Use of color in type for contrast. Traditional Home, July 2005
8Creating Contrast: Large type with small type, graceful oldstyle font with a bold san serif font,a thin line with a thick line,a cool color with a warm color,
9smooth texture with a rough texture, horizontal element with a vertical element,widely spaced lines with closely packed lines,large graphic with a small graphic.
10W I M P — not a contrast. 12-point type with 14-point type D O N ’ T BE AW I M P12-point type with 14-point typeHalf-point rule with one-point rule ― not a contrast.Dark brown with black ― not a contrast.— not a contrast.
11The Non-Designer’s Design Book by Robin Williams
37Remember this flier?The Non-Designer’s Design Book by Robin Williams
38Contrast Repetition Alignment Proximity The Non-Designer’s Design Book by Robin Williams
39Design Pitfalls to Avoid: Rivers of white space. Rivers of white space. Rivers of white space. Rivers of white space. Rivers of white space. Rivers of white space. Rivers of white space.Design Pitfalls to Avoid:too much text, not enough white space and graphicsrivers of white space
40More Design Pitfalls to Avoid: widows - fewer than seven characters on the last line of a paragraph.Example: The word itself is only 6 characters on a line by itself.orphans - the last line of a paragraph at the top of a new column or page.Example:Nothing should be place on the page randomly. Every items should have a visual connection with something else on the page.A reader’s natural tendency is to read from upper left tolower right.Generally, use one of the four alignment choices on a page: left, right, centered, or justified. Align separate elements on a page in the same way.page 1page 2