1. from The Non-Designer’s Design Book by Robin Williams
Design Principles
from
The Non-Designer’s Design Book by
Robin Williams

2. The Four Basic Principles
Proximity
Alignment
Repetition
Contrast

3. Proximity
Items relating to each other should be grouped close together

4. Proximity – basic purpose
To organize
If organized, more likely to be read and remembered.
Also creates more appealing white space.

5. Proximity – how to get it
Squint eyes and count number of visual elements on the page (each time eye stops).
If more than three to five items (depending on the piece) look for separate elements to group together to make one visual unit.

6. Proximity – what to avoid
Avoid too many separate elements on a page.
Don’t stick things in the corners and in the middle.
Avoid leaving equal amounts of white space between elements unless each group is part of a subset

7. Proximity – what to avoid (cont)
Avoid confusion over whether a headline, a subhead, a caption, a graphic, etc. belongs with its related material.
Create relationships among elements with close proximity.
Don’t create relationships with elements that don’t belong together. If not related, move them apart.

8. Proximity Examples Business Card ACME Inc ACME Inc
John Doe
ACME Inc
916 Elm Ave Bow, WA 98233
ACME Inc
John Doe
916 Elm Ave
Bow, WA 98233

9. REDWOOD COUNTY FORESTRY
Proximity Examples
Banner
UNIVERSITY OF THE WEST COOPERATIVE EXTENSION
WHAT’S HAPPENING IN …
REDWOOD COUNTY FORESTRY
August
What’s happening in …
Redwood County Forestry
University of the West
Cooperative Extension
August 1998

10. Proximity Examples Return Lists CD ROMs CD ROMs Children’s CDs
Educational CDs
Entertainment CDs
Educational
Early Learning
Language Arts
Math
Teacher Tools
Books
Videos
CD ROMs
Children’s CDs
Educational CDs
Entertainment CDs
Educational
Early Learning
Language Arts
Math
Teacher Tools
Books
Videos
Return

11. Alignment Nothing should be placed on the page arbitrarily.
Every element should have some visual connection with another element on the page
Creates a clean, sophisticated, fresh look.

12. Alignment – basic purpose
To unify and organize the page.
A strong alignment (with appropriate typeface) creates a sophisticated look, or a formal look, a fun look, or a serious look.

13. Alignment – how to get it
Be conscious of where you place elements.
Always find something else on the page to align with, even if the objects are physically far apart.

14. Alignment – what to avoid
Avoid using more than one text alignment on the page.
Try to break away from a centered alignment unless trying to create a more formal, sedate (often dull) presentation.
Choose centered alignment consciously, not by default.

15. Alignment Examples ACME Inc ACME Inc ACME Inc ACME Inc
John Doe
ACME Inc
916 Elm Ave Bow, WA 98233
ACME Inc
John Doe
916 Elm Ave
Bow, WA 98233
ACME Inc
John Doe
916 Elm Ave
Bow, WA 98233
ACME Inc
John Doe
916 Elm Ave
Bow, WA 98233

16. Call one of our agents today to schedule an appointment.
Alignment Examples
ACME INC
We pride ourselves on offering the highest quality products on the market to deserving customers. Depend on us to meet your needs.
Call one of our agents today to schedule an appointment.

17. Alignment Examples ACME INC
We pride ourselves on offering the highest quality products on the market to deserving customers. Depend on us to meet your needs.
Call one of our agents today to schedule an appointment.

18. Alignment Examples ACME INC Return
We pride ourselves on offering the highest quality products on the market to deserving customers. Depend on us to meet your needs.
Call one of our agents today to schedule an appointment.
Return

19. Repetition Repeat visual elements of the design throughout.
Repetition of visual elements unifies and strengthens a piece by tying together the parts.
You can repeat:
Color
Shape
Texture
Spatial Relationships
Line thicknesses, size , etc,

20. Repetition – basic purpose
To unify and add visual interest.
If a piece looks interesting, more likely to be read.

21. Repetition – how to get it
Think of repetition as being consistent.
Look at possibility of adding elements just to create repetition – a line at bottom, distinctive font for numbered items, bullets.
Find existing repetitive items and strengthen – size, color, font, etc.
Is like accenting with your clothes.

22. Repetition – what to avoid
Avoid repeating element too much to the point of becoming annoying or overwhelming.
Be conscious of the value of contrast.
Too much repetition can confuse the focus.

23. Repetition Examples ACME Inc ACME Inc John Doe 916 Elm Ave
Bow, WA 98233
ACME Inc
John Doe
916 Elm Ave
Bow, WA 98233

24. Repetition Examples Return Mickey Mouse Employment Education
Walt Disney Studios
Anaheim, CA
58 years old, no children
Employment
Various television studios
Education
Favorite Activities
Driving steamboats
Roping cattle
Favorite Quote
Everybody can’t be a duck
Return

25. Contrast
The idea is to avoid elements on the page that are merely similar.
If the elements (type, color, size, line thickness, shape, space, etc.) are not the same, then make them very different.
Often the most important visual attraction on a page.

26. Contrast – basic purpose
To create an interest on the page – if interesting, more likely to be read.
To aid in the organization of the information.

27. Contrast – how to get it
Add contrast through typeface choices, line thicknesses, colors, shapes, sizes, space, etc.
Important to be strong with contrast – make distinctively different.

28. Contrast – what to avoid
Don’t be a wimp. If going to contrast, do it with strength.
Avoid contrasting a sort-of-heavy line with a sort of heavier line.
Avoid contrasting dark text with similar color text – brown and black.
Avoid using two or more typefaces that are similar. If items are not exactly the same, make them different.

29. Contrast Examples Another Newsletter Return Exciting Headline
This is the story of a man named Brady, who was raising three sons. And lady three blonde daughters
Another Headline
Now sit right back and you’ll hear a tale of a fateful trip that started from a tropic port. There were seven stranded passengers on a deserted island.
Another Newsletter
Exciting Headline
This is the story of a man named Brady, who was raising three sons. And lady three blonde daughters
Another Headline
Now sit right back and you’ll hear a tale of a fateful trip that started from a tropic port. There were seven stranded passengers on a deserted island.
Return