The Four Basic Principles Contrast Repetition Alignment Proximity

The Four Basic Principles • Contrast • Repetition • Alignment • Proximity

Proximity • 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.

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.

Proximity Example

What’s wrong with these cards?

Center Aligned, Proximal Info

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.

Right Aligned

Repeated items should become headings

Like so (and note alignment of numbers)

Alignment

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.

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.

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

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. )

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

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.