Advanced Design PRINCIPLES The Four Basic Principles These

Advanced Design PRINCIPLES

The Four Basic Principles These 4 principles appear in every well-designed piece of work. 1. Contrast 2. Repetition 3. Alignment 4. Proximity 2

CONTRAST

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

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

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 6

Examples of Contrast Compare: P. 66 and 67 7

Examples of Contrast Compare: P. 68 and 69 8

Examples of Contrast Use Typefaces: 70

Examples of Contrast Use Headlines: 71

Examples of Contrast Draw the Reader In: 11

Examples of Contrast Use What You Have… Just Make it BETTER: 74

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

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

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

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

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 more than ONE alignment in one document Break away from Centered alignment p. 32 48

Proximity

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:

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. 16 -17 53

Other Proximity Examples Now how many separate elements do you see? Now how many stops? p. 16 - 17 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 p. 18 57

Proximity in Lists p. 19 58

Proximity in Postcards P. 23 p. 23 59

Proximity in Flyers p. 20 -22 60

Proximity p. 24 -25 61

Proximity with Alignment, Contrast, & Repetition p. 27 & 29 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 63