Design Principles By: Jonathan Gross

CONTRAST IT’S WHAT MAKES A READER LOOK AT THE PAGE IN THE FIRST PLACE BECAUSE IT GETS THE READERS ATTENTION. WHEN YOU LOOK AT A PAPER, WHY DID YOU LOOK AT IT IN THE FIRST PLACE? BECAUSE YOU THOUGHT IT LOOK INTERESTING, BECAUSE OF THE CONTRAST. GOOD USE OF CONTRAST WOULD BE: BAD USE OF CONTRAST WOULD BE:

PROXIMITY  Items relating to each other should be grouped close together.  It helps organize information, reduces clutter, and gives the reader a clear structure.  Good use of proximity would be:  Bad use of proximity would be:

Alignment ◦ Nothing should be placed on the page arbitrarily. Every elements should have some visual connection with another element on the page. ◦ This crates a clean, sophisticated, fresh look. ◦ Good use of alignment would be: ◦ Bad use of alignment would be:

REPETITION You can repeat colors, shapes, textures, spatial relationships, line thicknesses, fonts, sizes, graphic concepts, etc. This develops the organization and strengthens the unity. Good use of repetition would be: Bad use of repetition would be: