1. PRINCIPLES OF EFFECTIVE DESIGN: THE JOSHUA TREE EPIPHANY C ontrast R epetition A lignment P roximity

2. T HE J OSHUA T REE E PIPHANY

3. ONCE UPON A TIME, ROBIN RECEIVED A TREE IDENTIFYING BOOK WHERE YOU COULD MATCH A TREE UP WITH ITS NAME BY LOOKING AT ITS PICTURE. ROBIN DECIDED TO GO OUT AND IDENTIFY THE TREES IN THE NEIGHBORHOOD. BEFORE SHE WENT OUT, SHE READ THROUGH PART OF THE BOOK. THE FIRST TREE IN THE BOOK WAS THE JOSHUA TREE BECAUSE IT ONLY TOOK TWO CLUES TO IDENTIFY IT. NOW THE JOSHUA TREE IS A REALLY WEIRD-LOOKING TREE AND SHE LOOKED AT THAT PICTURE AND SAID TO HERSELF, "OH, WE DON’T HAVE THAT KIND OF TREE IN NORTHERN CALIFORNIA. THAT IS A WEIRD- LOOKING TREE. I WOULD KNOW IF I SAW THAT TREE, AND I’VE NEVER SEEN ONE BEFORE."

4. SO SHE TOOK THE BOOK AND WENT OUTSIDE. HER PARENTS LIVED IN A CUL-DE-SAC OF SIX HOMES. FOUR OF THOSE HOMES HAD JOSHUA TREES IN THE FRONT YARD. SHE HAD LIVED IN THAT HOUSE FOR THIRTEEN YEARS, AND SHE HAD NEVER SEEN A JOSHUA TREE. SHE TOOK A WALK AROUND THE BLOCK - AT LEAST 80 PERCENT OF THE HOMES HAD JOSHUA TREES IN THE FRONT YARDS. AND SHE HAD SWORN SHE HAD NEVER SEEN ONE BEFORE! THE MORAL OF THE STORY? ONCE ROBIN WAS CONSCIOUS OF THE TREE, ONCE SHE COULD NAME IT, SHE SAW COULD SEE IT EVERYWHERE. WHICH IS EXACTLY MY POINT. ONCE YOU CAN NAME SOMETHING, YOU’RE CONSCIOUS OF IT. YOU HAVE POWER OVER IT. YOU OWN IT. YOU’RE IN CONTROL.

5. C R A P Used to describe design elements C ONTRAST R EPETITION A LIGNMENT P ROXIMITY

6. Which design Looks better to you?

7. CRAP C ontrast R epetition A lignment P roximity Robin Williams Non-Designers Design Book, Peachpit Press

8. CRAP C ontrast make different things different brings out dominant elements mutes lesser elements creates dynamism R epetition A lignment P roximity Robin Williams Non-Designers Design Book, Peachpit Press 1 2 3 4 5

9. CRAP C ontrast R epetition repeat design throughout the interface consistency creates unity A lignment P roximity Robin Williams Non-Designers Design Book, Peachpit Press 1 2 3 4

10. CRAP C ontrast R epetition A lignment creates a visual flow visually connects elements P roximity Robin Williams Non-Designers Design Book, Peachpit Press 1 2 3 4

11. CRAP C ontrast R epetition A lignment P roximity groups related elements separates unrelated ones Robin Williams Non-Designers Design Book, Peachpit Press 1 2 3

12. WHERE DOES YOUR EYE GO? CRAP combines to give you cues of how to read the graphic Robin Williams Non-Designers Design Book, Peachpit Press title subtext three points main point sub point