Design Principles 3.02 Understand business publications

Slide 2 Five Principles of Design 1.Alignment 2.Consistency 3.Contrast 4.Proximity/unity 5.White space

3.02 Understand business publications Slide 3 Alignment Arrangement of text  Left or right justified?  Centered?  Is the text laid out in a normal reading pattern (left to right)?

3.02 Understand business publications Slide 4 Consistency Color scheme  Maintain a uniform color scheme throughout  Choose a color appropriate for the subject Font scheme  Select a uniform style, size, and effect for all headings and another for the body  Choose a serif font for headings and a sans serif for the body or visa versa.  Do not use all capital letters! Graphics  Use a uniform format for graphics – all photographic or all cartoon

3.02 Understand business publications Slide 5 Contrast Where is the reader’s attention focused first?  Are the most important objects emphasized by color or size? Is there a distinct difference in color between the font and the background? Are headings distinct so that the reader notices a difference between a header and the body?

3.02 Understand business publications Slide 6 Proximity/Unity Are the objects grouped appropriately?  Does a relevant graphic appear in close proximity to the text it represents? Is there uniform and appropriate space between headings and body?  The reader should be able to quickly discern the relationship between headings and related body as well as body and related graphics.

3.02 Understand business publications Slide 7 White Space Think of white space as negative or blank space. It is used to focus the reader’s attention by drawing the eyes to specific locations and sections in a publication. It also gives the reader’s eyes a break.

3.02 Understand business publications Slide 8 The End