1. Design Principles 3.02 Understand business publications
This website gives additional information:
3.02 Design Principles revised 9/24/09

2. Six Principles of Design
Balance
Proximity/unity
Alignment
Repetition/consistency
Contrast
White space
3.02 Design Principles revised 9/24/09

3. Balance 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
3.02 Design Principles revised 9/24/09

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
3.02 Design Principles revised 9/24/09

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
3.02 Design Principles revised 9/24/09

6. Repetition/Consistency
Consistent pattern of font and color schemes and graphic types; repeated fonts, color schemes, or graphics
Specific font, size, and style for headings, subheadings, and body text.
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
3.02 Design Principles revised 9/24/09

7. 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

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
3.02 Design Principles revised 9/24/09

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
3.02 Design Principles revised 9/24/09