Design Principles 3.02 Design Principles revised 9/24/09

Six Principles of Design Balance Proximity/unity Alignment Repetition/consistency Contrast White space 3.02 Design Principles revised 9/24/09

Balance Graphics don’t overpower text Page is not too heavy on one side or the other Example: put matching text boxes at the top and bottom of a publication 3.02 Design Principles revised 9/24/09

Tie the elements together: move closer together resizing helps accomplish this overlap Notice that the graphic slightly overlaps the text contrast Reversing the title increased lead redistributes the white space in a more balanced manner

Proximity/Unity Example: Distance between elements on a page Demonstrate a relationship or a lack of relationship between elements Example: put captions (text) next to the related photograph 3.02 Design Principles revised 9/24/09

spacing between paragraphs Graphic anchors the page, but text elements all float with no apparent connection. Headline font change, reversed out subheading pulled in closer provides balance with the graphic spacing between paragraphs reduced slightly

Alignment Example Justification of elements Related items should be justified the same to emphasize their relationship to each other Example text giving the location, date, time, and cost of an event are all CENTERED on a flyer 3.02 Design Principles revised 9/24/09

Centered headlines, text, and graphics lend a formal tone to a layout But, large blocks of centered text are usually harder to read. text alignment left-aligned easier for the eye to take in wrapped around the bottom graphic opposing graphics help balance the overall design

Repetition/Consistency Scheme - a planned combination of elements Consistent pattern of font and color schemes and graphic types; repeated fonts, color schemes, or graphics Examples Specific font, size, and style for headings, subheadings, and body text. Do not mix photographic images or digital and cartoon images on the same page. 3.02 Design Principles revised 9/24/09

headline repeated using colors overlap graphics using graphics that tie in with the copy in the text blocks using colors shapes and headline text that are in the copy to reinforce the theme overlap graphic and text unifies the design graphics all relate to the topic

Contrast Use of color and size to emphasize the most important elements on a page Example: black font on a light pink colored page white font on black paper light gray on dark blue 3.02 Design Principles revised 9/24/09

Not enough contrast between the headline and text size two different serif faces used are too similar oversized graphic provides real contrast and reinforces the copy (tall basketball players). text placement reinforces the 'towering' aspect of the graphic unifying elements reverse text, blue box, blue border, and the drop cap unify round shape of the drop cap and color echo the shape and color of the basketball balance drop cap and reversed text on the left side plus the left- aligned text balance the large graphic element

White Space Example Blank or negative space on a page give the reader’s eyes a break focus the reader’s attention on important details White Space does not have to be white Example Use wide margins Poor Example - putting text boxes in the margins of a publication 3.02 Design Principles revised 9/24/09

The large block of black created by the graphic of people adds a large block of black white space. additional contrast Multiplying the number of people reducing the size of the car leading, larger margins, deeper paragraph indents all add white space or breathing room to the design oversized drop cap helps to balance the page with the large, dark elements at the bottom of the page.