Four Layout Principles November 30, 2007

Proximity The grouping of like elements –Example: Company Info: Address, phone #, fax & web address appear together Individual Info: Direct phone line, address should be grouped but not in close proximity to company info

Proximity

Alignment The visual connection of all elements –Unifies elements that are physically separated –Example: Lines things up vertically or horizontally –USE GRIDS & GRIDLINES

Alignment

Repetition The repeated use of visual elements –Same fonts –Use words that say what you do and pictures that say the same thing!

Contrast A marked difference between elements –Creates organizational hierarchy –Must be definite Example: –Bold vs not –Thin line vs thick line –Large type vs small type –Light and dark colours

Contrast

Colours Warm Colours –Example : Red, Orange, Yellow & Brown Danger Power Passion Strength Blood War

Colours Cool Colours –Example: Green, Blue & Purple Nature Life New Growth Energy Faith Money Royalty Richness Sensitivity

Colours White –Purity –Cleanliness –Clarity