Design Principles 3.02 Understand business publications Slide 1
Slide 2 Six Principles of Design 1.Balance 2.Proximity/unity 3.Alignment 4.Repetition/consistency 5.Contrast 6.White space
Balance Slide 3 Graphics don’t overpower text Page is not too heavy on one side or the other such as, putting matching text boxes at the top and bottom of a publication
Slide 4 Proximity/Unity Distance between elements on a page Used to demonstrate a relationship or a lack of relationship between elements such as, you must put captions (text) next to the related photograph
Slide 5 Alignment Justification of elements Related items should be justified the same to emphasize their relationship to each other such as, the text giving the location, date, time, and cost of an event are all CENTERED on a flyer
Slide 6Repetition/Consistency Consistent pattern of font and color schemes and graphic types; repeated fonts, color schemes, or graphics 1.Specific font, size, and style for headings, subheadings, and body text. 2.Do not mix photographic images or digital and cartoon images on the same page. Scheme - a planned combination of elements, such as a combination of font styles and sizes
Repetition/Consistency (continued) Scheme examples: In a publication: all the Headings are keyed in 14 pt. Arial font and the Body is keyed in 12 pt. Times New Roman font or all the text is in the same font type/style The graphics that are used all relate to the topic of the publication Slide 7
Slide 8 Contrast the use of color and size to emphasize the most important elements on a page for example: Use black font on a light pink colored page Use white font on black paper Use light gray on dark blue
Slide 9 White Space White space is: blank or negative space on a page Used to give the reader’s eyes a break Used to focus the reader’s attention on important details White Space does not have to be white Examples of White Space: Using wide margins to create white space An example of poor use of white space: putting text boxes in the margins of a publication