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

The Four Basic Principles Proximity Alignment Repetition Contrast

Proximity Items relating to each other should be grouped close together

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

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.

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

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.

Proximity Examples Business Card ACME Inc ACME Inc John Doe 360-757-4589 ACME Inc 916 Elm Ave Bow, WA 98233 ACME Inc John Doe 916 Elm Ave Bow, WA 98233 360-757-4589

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

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

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.

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.

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.

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.

Alignment Examples ACME Inc ACME Inc ACME Inc ACME Inc John Doe 360-757-4589 ACME Inc 916 Elm Ave Bow, WA 98233 ACME Inc John Doe 916 Elm Ave Bow, WA 98233 360-757-4589 ACME Inc John Doe 916 Elm Ave Bow, WA 98233 360-757-4589 ACME Inc John Doe 916 Elm Ave Bow, WA 98233 360-757-4589

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.

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.

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

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,

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

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.

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.

Repetition Examples ACME Inc ACME Inc John Doe 916 Elm Ave Bow, WA 98233 360-757-4589 ACME Inc John Doe 916 Elm Ave Bow, WA 98233 360-757-4589

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

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.

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.

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.

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.

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