Elements of Design: The 4 Basic Principles

Four Elements of Design Contrast Repetition Alignment Proximity

This ad was taken right out of a newspaper. Problems: all caps information is in one big chunk too hard to read The Non-Designer’s Design Book by Robin Williams

Principle of Contrast …really different! If two items are not exactly the same, then make them different… …really different!

Contrast: Add visual appeal creates organization Prevents skimming… it’s what makes a reader look at the page.

Contrast: add visual interest contrasting type, color, size, line thickness, shape, space, etc. Contrast is the beginning place for the eye.

Use of color in type for contrast. Traditional Home, July 2005

Creating Contrast: Large type with small type, graceful oldstyle font with a bold san serif font, a thin line with a thick line, a cool color with a warm color,

smooth texture with a rough texture, horizontal element with a vertical element, widely spaced lines with closely packed lines, large graphic with a small graphic.

W I M P — not a contrast. 12-point type with 14-point type D O N ’ T BE A W I M P 12-point type with 14-point type Half-point rule with one-point rule ― not a contrast. Dark brown with black ― not a contrast. — not a contrast.

The Non-Designer’s Design Book by Robin Williams

CONTRAST

Principle of Repetition Repeat some aspect of the design throughout the entire piece. For example, adding a thick line at the top and bottom of a page.

The repetitive element may be: a bold font a thick rule (line) a certain bullet color a design element

Repetition can be thought of as “consistency”. The Non-Designer’s Design Book by Robin Williams

The Oprah Magazine, March 2007 Repeating Color The Oprah Magazine, March 2007

The Oprah Magazine, March 2007 Repeating Color The Oprah Magazine, March 2007

The Oprah Magazine, March 2007 Repetition The Oprah Magazine, March 2007

Principle of Alignment Nothing should be placed on the page arbitrarily (randomly). Every item should have a visual connection with something else on the page.

Alignment: Always find something else on the page to align with, even if the two objects are physically far away from each other.

Alignment: Use only one text alignment per page. Avoid centering text – choose a stronger alignment/connection.

The Non-Designer’s Design Book by Robin Williams

The Non-Designer’s Design Book by Robin Williams

The Non-Designer’s Design Book by Robin Williams

Alignment: Remember people tend to read from upper left to lower right in a Z pattern. Avoid filling the four corners and center of a page.

Alignment is what tells the reader that even though these items are not close, they belong to the same piece.

Where does the ad direct your eye?

And this one?

The Non-Designer’s Design Book by Robin Williams

Principle of Proximity Group related items together. Move them physically close to each other, so the related items are seen as one cohesive group rather than a bunch of unrelated bits.

Proximity creates one visual unit rather than several separate units creates organization and reduces clutter

Use the element proximity to separate items that are different and unite those that are similar.

White Space… unite elements separate elements encourages reading creates a sense of openness

White space isn’t always white.

Another excellent use of white space.

Remember this flier? The Non-Designer’s Design Book by Robin Williams

Contrast Repetition Alignment Proximity The Non-Designer’s Design Book by Robin Williams

Design Pitfalls to Avoid: Rivers of white space. Rivers of white space. Rivers of white space. Rivers of white space. Rivers of white space. Rivers of white space. Rivers of white space. Design Pitfalls to Avoid: too much text, not enough white space and graphics rivers of white space

More Design Pitfalls to Avoid: widows - fewer than seven characters on the last line of a paragraph. Example: The word itself is only 6 characters on a line by itself. orphans - the last line of a paragraph at the top of a new column or page. Example: Nothing should be place on the page randomly. Every items should have a visual connection with something else on the page. A reader’s natural tendency is to read from upper left to lower right. Generally, use one of the four alignment choices on a page: left, right, centered, or justified. Align separate elements on a page in the same way. page 1 page 2