1. Contrast If two things are not the same then you should make them different. Contrast Draws you eye to the page. Big Title Small aftermath Dark Background Light writing Dark Background Light writing Go Big and Bold!

2. Repetition Repeat some aspect of the design throughout the entire piece. A conscious effort to unify all parts of a design.

3. ALIGNMENT Nothing should be placed on the page arbitrarily. Every item should have a visual connection with something else on the page. Centered Alignment is Boring and is formal! Centered Alignment is Boring and is formal! Right alignment is more daring and modern Right alignment is more daring and modern Left alignment is more sophisticated Left alignment is more sophisticated

4. Proximity Grouping related items together If the information is organized and grouped together it is more likely to be read. Apples… Apples are red, Green or Yellow Apples have stars in the middle They have a stem Another part of an apple is the skin Pumpkins… Pumpkins are Orange Pumpkins have seeds inside They have stems They grow on a vine

5. Fonts Sans Serif “Sans” means “without” Sans Serif does not have feet on the letters It has classic grace of an oldstyle, but with the serifs removed Apple SymbolsAyuthaya Geneva Sans Serif “Sans” means “without” Sans Serif does not have feet on the letters It has classic grace of an oldstyle, but with the serifs removed Apple SymbolsAyuthaya Geneva Serif Serif’s have feet on the letters Serifs are very high on the readability scale BaskervilleChaparral Black Oak std Serif Serif’s have feet on the letters Serifs are very high on the readability scale BaskervilleChaparral Black Oak std