Four Principles of Design Dr. Allene Cooper

I gratefully acknowledge the ideas and words of Robin Williams which I’ve used liberally in this presentation. Her book The Non- Designer’s Design Book, (Peachpit Press 1994) was the source and inspiration for many of my slides.

Four Basic Design Principles PROXIMITY –Group related elements together CONTRAST –Make different elements very different REPETITION –Create unity by repeating elements throughout the document ALIGNMENT –Place elements for a visual connection

Four Basic Design Principles PROXIMITY –Group related elements together CONTRAST –Make different elements really different REPETITION –Create unity by repeating elements throughout the document ALIGNMENT –Place elements for a visual connection

Proximity Group related items together. Move them physically close to each other. Readers will have a visual clue and see and think of them as a related group.

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Review of Proximity Concept- When items are placed together on the page, they create a visual (idea) unit. Purpose- To organize your ideas, so that material is more likely to be read and remembered. Getting it- Squint your eyes. How many times do your eyes stop? Reduce the number of items to about 3-5 units.

What to Avoid Too many separate items on the page. Items stuck in the corners and middle. Equal amount of white space between unlike items. A split second of reader confusion about how items relate. Creating a(n unhealthy!) relationship between un-related items. Keep them separated.

Four Basic Design Principles PROXIMITY –Group related elements together CONTRAST –Make different elements really different REPETITION –Create unity by repeating elements throughout the document ALIGNMENT –Place elements for a visual connection

Contrast If two items are not the same, make them really different.

Review of Contrast Concept- Our eyes are drawn pleasantly to things that are different. Purpose- To create interest and aid logical organization. Getting it- If items are to be different, make them really different. Contrast typefaces, thicknesses, colors, shapes, sizes, and space.

What to Avoid Contrasting in a sort-of way. Be bold. A thin with a sort-of thick line. Close colors, e.g., a brown with a black line, font, or image. Two or more similar typefaces.

Four Basic Design Principles PROXIMITY –Group related elements together CONTRAST –Make different elements really different REPETITION –Create unity by repeating elements throughout the document ALIGNMENT –Place elements for a visual connection

Repetition To unify, repeat some aspect of the design throughout the entire piece. Repeat bullets, color, rule, font, design element, spatial relationship (really anything). To add visual interest, emphasize that repetition.

Review of Repetition Concept- Consistency is unifying. It is a must in long documents. Purpose- To unify elements and add visual interest. Getting it- Be consistent. Then push to make that consistency more dramatic. Then actually add repetitive elements. Imagine adding accents to your attire.

What to Avoid Annoying or overwhelming repetition. Confusing the repetitive elements with the meaning of the document. Overdoing the accessories to the point of garrishness.

Four Basic Design Principles PROXIMITY –Group related elements together CONTRAST –Make different elements really different REPETITION –Create unity by repeating elements throughout the document ALIGNMENT –Place elements for a visual connection

Alignment Nothing should be placed on the page arbitrarily. Every item should have a visual connection with something else on the page. Alignment means an invisible “line” connects items both in your eye and in your mind.

GRADUATION DAY Now is the time for all good men and women to come to the aid of their party. Every good boy GRADUATION DAY Now is the time for all good men and women to come to the aid of their party. Every good boy Class of 1999

Review of Alignment Concept- Nothing should be placed arbitrarily. Everything on the page should have some visual relationship. Purpose- To unify and organize. Getting it- Always find something on the page to align a new element with. Look at side margins, top margins, edges of graphics. Try new places to align with, such as right justify or the bottom of the page.

What to Avoid Using more than one text alignment, such as using both a center and a right- align for the page. Scattering elements around the page. Always using center align, unless a formal, sedate (dull?) look is what you’re after.

Where No One Has Gone Before Daring Document Design Kate Columbo January 1, 2205 Where No One Has Gone Before Daring Document Design Kate Columbo January 1, 2205 Proximity With the title and subtitle close together and spaced away from the other grouping of name and date, we have two defined units. Each is related to its nearby elements.

Alignment Where No One Has Gone Before Daring Document Design Kate Columbo January 1, 2205 Alignment allows a visual connection with the title and the author’s name. A center alignment allows the connection as well, but a strong right or left alignment imparts a more sophisticated look than does centered.

Contrast Where No One Has Gone Before Lessons from a daring document producer Kate Columbo January 1, 2205 Adding the blue box and reverse type in the title, and the blue type for the name add a visually interesting contrast. Other elements of proximty, alignment, and repetition are also being used. Where do you see them?

The End