Lesson 1:

 This lesson will cover the four primary principles of design: ● Contrast ● Repetition ● Alignment ● Proximity

 Contrast is the design principle in which similar design items are distinctly different.  Contrast gets the attention of your reader.  Contrast is a visually important aspect of design.  Contrast must be strong.  Contrast can be “striking,” drawing the attention of the viewer to your page.

Type (text): Large text with small text, bold text with regular text, sans serif headline with serif body copy Examples: Horizontal rule/vertical rule: thin horizontal rule with a thick vertical rule Graphics: Small graphic with a large graphic Sans Serif Headline Serif Body Copy

Color: a bold color with a soft color Example: Shade colored boxes no greater than 70% opacity when using black text Shade colored boxes no less than 30% opacity when using reverse text (white text)

 Contrasting a sort-of-heavy line with a sort-of-heavier line.  Contrasting brown text with black headlines.  Using two or more typefaces that are similar.

Repetition is the design principle in which visual elements are repeated throughout the page(s) of a publication. Incorporating repetition into a publication will “strengthen the unity” of the design.

 Type (text): Use the same font style and size for body copy, subheads, pull quotes and headlines throughout your publication.  Color: Use the same color scheme and color intensity (shading).  Indentation: Lay out and indent articles consistently using either a line of space or a 3em space.  Framing: Keyline/Frame photographs consistently.

 Make pull quote design, font style and size consistent.  Use the same rule or combination of rules.  Place page numbers and running heads in the same location on each page.

 Avoid repeating an element so much that it becomes annoying or overwhelming. Example: If you were to add a read hat, red belt, read necklace to this ensemble, the repetition would be overdone.

Alignment is the design principle in which every design element has a visual connection with something else on the page. Nothing is placed on a page arbitrarily. The aim is to create a “clean and sophisticated look.” “Lack of alignment is probably the biggest cause of unpleasant- looking documents. Our eyes like to see order; it creates a calm, secure feeling”

Align captions with photographs. Example: Align headlines with articles. Align headlines left with left aligned, ragged right text. (optional: Align headlines center with justifies text)

Make an impact with alignment. Example: The information on this card is right aligned (flush right). It has a strong invisible vertical line that has more of an impact than simply aligning all elements down the center.

 Avoid using more than one text alignment on the page (that is, don't center some text and right-align other text).  Stay away from centered alignment unless you are consciously trying to create a more formal, sedate (often dull!) presentation. Choose a centered alignment consciously, not by default.

 Proximity is the design principle in which related items are grouped together.  Elements that have a relationship should be grouped together, giving your publication a cohesive appearance.

Group each photograph, chart, illustration with its respective caption. Group headlines with respective article. Example: In this example, your eye knows exactly where to begin reading. Related information is grouped together, and it makes sense.

 Avoid too many separate elements on a page.  Don't stick things in the corners and in the middle.  Don’t Do This: Do This:  In this example, the eye stops 5 times. It is difficult to know where to begin reading. Visually, it is confusing to look at. Thus, it will be overlooked. ( 817) Used Cars Connor Blake 6195 Del Ln.Mansfield, Tx. Connor Blake Used Cars Used Cars 6195 Del Lane Mansfield, Texas (817)

 In this lesson, we discussed the four primary design principles:  Contrast  Repetition  Alignment  Proximity

 CRAP is an acronym to remember the four basic design principles.  Consequently, when a designer does not incorporate contrast, repetition, alignment, and proximity into the design, the publication will look like crap. Even a beginning designer can produce publications that are professional, organized, unified, and interesting by incorporating the four basic design principles: contrast, repetition, alignment, and proximity.