Design Principles 5.01 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

Slide 4 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

Slide 5 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

Slide 6Repetition/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 Slide 7

Slide 8 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

Slide 9 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

Follow this link to see examples You must be viewing in slideshow mode in order to access the link. Add a picture to you notes. Draw it the best you can. Slide 10

Test your understanding In Figure 1, the text boxes at the top and the bottom illustrate which design principle? A. Alignment B. Balance C. Contrast D. Repetition/consistency 2. In Figure 3, the text in the middle is an example of which design principle? A. Alignment B. Balance C. Contrast D. Repetition/consistency 3. A flyer used to advertise the prom is created in which the location, date, time, and cost are centered. This is an example of which design principle? A. Alignment B. Contrast C. Proximity/unity D. Repetition/consistency Slide 11

Slide A brochure is created to explain the benefits of a new product. The headings, body, and graphics are positioned within extremely wide margins. This is an example of which design principle? A. Alignment B. Contrast C. Proximity/unity D. White space 5. The use of black font on a peach colored page is an example of which design principle? A. Alignment B. Contrast C. Proximity/unity D. Repetition/consistency