Basic Elements of Design A summary of the book by Robin Williams “Non-Designer’s Design Book”

Good design is good design no matter what the format Principles of Design All Print ads Power Point Web design • • • Good design is good design no matter what the format

Proximity… Alignment… Repetition… Contrast...... Principles of Design Items related to each other should be grouped close together. Alignment… Give every element a visual connection to another element. Repetition… Repeated elements strengthens organization. Contrast...... If two things are not the same, make them REALLY different.

What does the word proximity mean? Each student will be issued a note card. You will have three minutes to group yourselves into groups of things that are similar. I had all animals in one game and all muscial instruments in another. Limited to 6 people in each group. Min of 3 At the end of 3 minutes select a representative who will tell the class what cards you have and what you all have in common.

Proximity Key idea: Group related items together.

Proximity Implies a relationship Here are the same problems again. Look at the ad, and think about how the proximity of elements might be changed to improve this. Problems: The two items in top left are in close proximity but not related Gaps separate related items • •

Proximity Robin Williams definitely regrouped information here to relate information. But she also made some other design changes to add visual appeal to this ad. Solution: Regroup information Change to caps/lower case Use squared edges Let image break out of box • • • •

Proximity When several objects are in close proximity to each other, they became more organized. You understand where to begin reading and when you are finished. White space (area void of text and graphics) becomes more organized. When several objects are in close proximity to each other, they became more organized. You understand where to begin reading and when you are finished. White space (area void of text and graphics) becomes more organized. Here we go again: a shopping list; all things are equal.

Proximity What could the designer do to make the navigation bar easier to scan?

Proximity Elements that are intellectually connected should also be visually connected.

Proximity Squint your eyes and count the number of visual elements. If there are more than 3-5 items, can some be grouped in closer proximity to become one visual unit? Avoid too many separate elements on the page. Don’t stick things in the corners and in the middle. Don’t create relationships with elements that don’t belong together. If they’re not related, move them very far apart.

Basic Design Elements Packet Complete your notes using this PowerPoint. Look through the magazine and find an ad that demonstrates good use of proximity. Label with a Sharpie the elements that are separated. Choose which one of the three ideas on the yellow sheet. Sketch out your text using the Principle of Proximity in the top left quadrant of your sketch sheet. Do not draw any pictures or elements, use only the text.