1. MARKETING 40S Four Basic Principles C.R.A.P. (Contrast, Repetition, Alignment, Proximity)

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

3. Contrast Nice and neat - but doesn’t attract attention. Eyes are drawn to this page rather than previous page.

4. Contrast Which resume would you rather read? Why?

5. 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.

6. Repetition When you get to the end, does your eye just wander off the card? You know where this card begins and ends!

7. Repetition Headlines and subheads are a good place to start creating repetitive elements. Take a consistent element and make it stronger.

8. Repetition Have fun - pull an element out of a graphic and repeat it!

9. 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, fresh look.

10. Alignment Typical Report Cover Changing the alignment gives it a more professional, sophisticated look Dull, Dull!

11. Alignment Left and centered alignment on same page - no connection to each other Combination of left and right alignment frames this page with an invisible line.

12. Alignment Centered - rather dull. If you’re going to center text, make it obvious! Experiment with uncentering a block of centered text. Make centered text more dramatic some other way!

13. Proximity  Items relating to each other should be grouped closely 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.

14. Does your eye stop 5 times? Where do you start reading now? With this card you know were to begin and were to end Proximity

15. The End