Four Basic Design Principles From The Non-Designer’s Design Book (Robin Williams, 2004)
The Principle of Proximity Items relating to each other should be grouped together One visual unit versus several separate units Helps organize information, reduce clutter
Example - Proximity
The Principle of Alignment No page object is positioned arbitrarily Every element visually connected to other elements via invisible lines
Example - Alignment
The Principle of Repetition Some aspects of the design should be repeated throughout the entire piece Formatting option, bullet, color, graphic, spatial relationships…etc. Also known as “consistency” For web design – especially important for navigation
Example - Repetition
The Principle of Contrast Significant differentiation makes elements more visually engaging Cool and warm colors Text formatting Line spacing Vertical and horizontal alignment
Example - Contrast