Design Principles 3.02 Understand business publications Slide 1

Slide 2 Six Principles of Design 1.Balance 2.Proximity/unity 3.Alignment 4.Repetition/consistency 5.Contrast 6.White space

Balance Slide 3 Graphics don’t overpower text Page is not too heavy on one side or the other such as, putting matching text boxes at the top and bottom of a publication Example:

Balance Example the distribution of elements on the page Slide 4 Balance places elements on the page so that text and graphic elements are evenly distributed.

Slide 5 Proximity/Unity Distance between elements on a page Used to demonstrate a relationship or a lack of relationship between elements  such as, you must put captions (text) next to the related photograph Example:

Proximity/Unity Slide 6 Proximity and unity is arranging objects (text and/or images) into groups in order to convey meaning and help disseminate their message.

Slide 7 Alignment Justification of elements Related items should be justified the same to emphasize their relationship to each other  such as, the text giving the location, date, time, and cost of an event are all CENTERED on a flyer Example:

Alignment Slide 8 Alignment refers to lining up the top, bottom, sides, or middle of text or graphic elements on a page.

Slide 9Repetition/Consistency Consistent pattern of font and color schemes and graphic types; repeated fonts, color schemes, or graphics 1.Specific font, size, and style for headings, subheadings, and body text. 2.Do not mix photographic images or digital and cartoon images on the same page. Scheme - a planned combination of elements, such as a combination of font styles and sizes

Repetition/Consistency (continued) Scheme examples:  In a publication: all the Headings are keyed in 14 pt. Arial font and the Body is keyed in 12 pt. Times New Roman font or all the text is in the same font type/style  The graphics that are used all relate to the topic of the publication Example: titioneg.html titioneg.html Slide 10

Repetition/Consistency Slide 11 Repetition is seen in the color, shapes, patterns, and words of this page. The uniform use of fonts, colors, alignment, and other design elements throughout a page layout or document.

Slide 12 Contrast the use of color and size to emphasize the most important elements on a page  for example: Use black font on a light pink colored page Use white font on black paper Use light gray on dark blue Example:

Contrast Slide 13 Contrast occurs when two parts of a design or page layout are different. The greater the difference, the greater the contrast.

Slide 14 White Space White space is: blank or negative space on a page  Used to give the reader’s eyes a break  Used to focus the reader’s attention on important details White Space does not have to be white  Examples of White Space: Using wide margins to create white space An example of poor use of white space: putting text boxes in the margins of a publication Example:

White Space Slide 15 White space is the absence of text and graphics. White space provides visual breathing room for the eye.