1. The Four Basic Principles C ontrast R epetition A lignment P roximity

2. Items relating to each other should be grouped close together. When several items are in close proximity to each other, they become one visual unit rather than several separate units. This helps organize information and reduces clutter.

3. Proximity Items that are not related to each other should not be in close proximity. The closeness or lack of closeness indicates the relationship. Elements that are intellectually connected should be visually connected.

4. Proximity Example

5. What’s wrong with these cards?

6. Center Aligned, Proximal Info

7. Alignment Nothing should be placed on the page arbitrarily. Every element should have some visual connection with another element on the page. This creates a clean, sophisticated look.

8. Right Aligned

9. Repeated items should become headings

10. Like so (and note alignment of numbers)

11. Alignment

12. Contrast Avoid elements on the page that are merely similar. If the elements (type, color, size, line thickness, shape, space, etc.) are not the same, then make them very different. Contrast is often the most important visual element on the page.

13. AVOID ALL CAPS ALL CAPS ARE HARD FOR PEOPLE TO READ B/C THERE’S NO SHAPE TO THEM Mixed-case sentences have redundant shape coding that make them easier to read.

14. AVOID ALL CAPS ALL CAPS HAVE NO SHAPE CODING Mixed-case sentences have redundant shape coding Ascenders Descenders

15. AVOID ALL CAPS ALL CAPS TAKES UP MORE SPACE, FORCING YOU TO USE A SMALLER FONT TO PUT THE SAME AMOUNT OF INFORMATION (If you don’t believe me, this sentence has just the same number of letters as the previous one.)

16. Better Contrast, Larger Title b/c mixed case, not all caps.

17. Repetition Repeat visual elements of the design throughout the piece. You can repeat color, shape, texture, spatial relationships, line thicknesses, sizes, etc. This helps develop the organization and strengthens the unity.

18. Repetition

20. Typical Resume

21. Improved Resume

22. Chamber City Before

23. Chamber City After

24. Ancient City Before

25. Ancient City After

26. Construction Network Before

27. Construction Network After

28. Galeria Before

29. Galeria After

30. Typical Report

31. Proximity

32. Alignment

33. Repetition

34. Contrast