1. Advanced Design
PRINCIPLES
2.01 Investigate typefaces and fonts.

2. The Four Basic Principles
These 4 principles appear in every well-designed piece of work.
Contrast
Repetition
Alignment
Proximity

3. CONTRAST

4. “If two items are not exactly the same, then make them different…
Contrast
“If two items are not exactly the same, then make them different…
Really Different”

5. Purpose of Contrast
Create interest on the page
Organization
p. 80

6. Contrast: How to Get It? Use font for contrast
Be strong… Don’t be a WIMP
Look at line thickness, color, shape, size, and space
p. 32

7. Examples of Contrast
Compare:
P. 66 and 67

8. Examples of Contrast
Compare:
P. 68 and 69

9. Examples of Contrast
Use Typefaces:

10. Examples of Contrast
Use Headlines:

11. Examples of Contrast
Draw the Reader In:

12. Examples of Contrast
Use What You Have… Just Make it BETTER:

13. Examples of Contrast
Compare:
P. 78 and 79

14. Contrast: What to Avoid
Don’t be a WIMP
Don’t make elements “sorta” different
Don’t use similar typefaces
If the items are not exactly the same…
Make them different!
p. 32

15. Repetition

16. Repetition
“Repeat some aspect of the design throughout the entire piece”

17. Repetitive Elements Bold font Thick line Certain bullet Color
Design element
Particular format
Spatial relationships

18. Purpose of Repetition
Unify
Add visual interest

19. Repetition: How to Get It?
Think of Consistency on a higher level
Add consistent elements into part of the design
Add an element to purposely add repetition
Just like picking out an outfit:
A Black dress paired with a black hat and accented with red shoes and a red clutch
p. 32

20. Examples of Repetition
Multiple Pages
P. 54 and 55

21. Examples of Repetition
Complete Business Package

22. Examples of Repetition
Use for Organization

23. Examples of Repetition
Fun Graphics

24. Examples of Repetition
Use Reoccurring Elements or Images

25. Examples of Repetition
Looks Professional

26. Repetition: What to Avoid
Don’t repeat an element so much it gets annoying
A Black Dress with a black hat, and accented with red shoes, red clutch, red flower, and a red belt….
TOO MUCH!
p. 32

27. Alignment

28. Alignment
“Nothing should be placed on a page arbitrarily. Every item should have a visual connection with something else on the page.”

29. Alignment Creates a stronger cohesive unit
An invisible line connects even separated objects
Both your EYE and your MIND connects the objects
Even though objects are not close (proximity), they belong in the same design

30. Purpose of Alignment
Unify
Organize

31. Alignment
Elements are not connected…
Too many alignments
p. 34

32. Alignment Common boundary connects separate objects…
One alignment: Right aligned

33. Alignment
Center alignment can appear weak…
p. 35

34. Alignment Left or Right alignment gives a hard edge to follow…
Provides a cleaner and more dramatic look
p. 35

35. Alignment Beginners often use center alignment
Center alignment can be formal
Center alignment is sometimes dull and ordinary
p. 36

36. Alignment in Invitations
Experiment with uncentering centered text
p. 38

37. Using Centered Alignment
p. 39

38. Alignment
p. 40… flush left and right

39. Alignment
p. 40… centered

40. p. 40… centered and justified paragraph
Alignment
p. 40… centered and justified paragraph

41. More than One Alignment
Provide a common edge
p. 41

42. Subtle Alignment
What items can be aligned, but aren’t?
p. 46/47

43. Subtle Alignment
What items can be aligned, but aren’t?
p. 46/47

44. Alignment
Find a STRONG LINE
p. 48

45. Break Alignment
Strong alignments can be broken
p. 49

46. How to get Good Alignment
Be conscious of element placement
Always find something else on the page to align with
Find a common invisible line
p. 32

47. Alignment: What to Avoid
Avoid more than ONE alignment in one document
Break away from Centered alignment
p. 32

48. Proximity

49. Proximity Group related items together
Move items physically close so the related items are one group
Physical closeness implies a relationship

50. Example of Proximity Group related items:
2.01 Investigate typefaces and fonts.

51. How to know if you have good Proximity…
Squint your eyes!
Count the number of visuals on the page by counting how many times your eyes stop.
If there are more than 3 to 5 items (depending on the piece)
Find which items are related, therefore can be grouped
p. 32

52. Other Proximity Examples
How many separate elements do you see?
How many stops do your eyes make? p

53. Other Proximity Examples
Now how many separate elements do you see?
Now how many stops? p

54. What Does Proximity Do for Design?
The page becomes organized
Audience knows where to begin/finish
White space becomes organized
Communication is clear

55. Basic Purpose of Proximity:
ORGANIZATION!
Easier to read
More likely to be remembered
More appealing white space

56. Proximity in Letterheads

57. Proximity in Lists
p. 19

58. Proximity in Postcards

59. Proximity in Flyers p

60. Proximity p

61. Proximity with Alignment, Contrast, & Repetition

62. Proximity: What to Avoid
Don’t stick things randomly just because the space is empty
Avoid too many separate elements on the page
Avoid equal amounts of white space
Avoid confusion over a questionable heading, caption, graphic, etc
Don’t create relationships with elements that don’t belong together
p. 32