PRINCIPLES OF DESIGN Proximity, Alignment, Repetition & Contrast.

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Presentation transcript:

PRINCIPLES OF DESIGN Proximity, Alignment, Repetition & Contrast

Proximity Items relating to each other should be grouped close together. When several items are in close proximity to each other, they become one visual unit rather than several separate units.

What does Proximity do for the overall design? Helps organize information Reduces clutter Gives the reader a clear structure.

How to get it… Squint your eyes and count the number of times your eye stops on the page (these are the major visual elements). Does the organization of information make sense? Is there a way to group items together that would make more sense and help guide your viewers eye through the composition?

Poor Proximity Good Proximity

Simple, yet effective, steps toward GOOD Design… BeforeAfter

Help this designer… This designer needs to strengthen the proximity of this business card. Move the text boxes and graphics and show them how to fix their design… (860) Main st. Farmington, CT

Alignment Nothing should be placed on the page arbitrarily. Every element should have some visual connection with another element on the page.

This creates a clean, sophisticated, fresh look.

Can alignment draw connections for my viewer? Help this designer harness alignment to clean up their design and create visual connections in their design. You can use your alignment options in your formatting bar (right, left, center, justified) and you can move the text box and resize/rotate shapes. Specialty Espresso Café Latte Café Mocha Cappuccino Café Americano Brewed Coffee Regular Decaf Iced Coffee Iced Latte Tea S M L $1 $2 $3 $1.50 $2.50 $3.50 $2 $3 $4 S M L $.75 $1.25 $2 $1 $1.75 $2.50 $2 $3 $4 $1 $1.75 $2.50

Repetition “Repeat visual elements of the design throughout the piece.”

What is it & why does it work? What can you repeat? Color Color Shapes Shapes Textures Textures Spatial relationships Spatial relationships Line Thickness Line Thickness Fonts Fonts Sizes Sizes Graphic Concepts Graphic Concepts Ect… Ect… Why to use repetition? Consistency Consistency Strength through unity Strength through unity Develops organization Develops organization

How is repetition being used in unique ways in this poster?

What elements can be repeated in the layouts below? How can you unify this letterhead and business card? Copy & Paste Copy & Paste Reuse/ change the colors that are currently in the composition (you can not add new colors) Reuse/ change the colors that are currently in the composition (you can not add new colors) Edit the size/boldness of text Edit the size/boldness of text Scotts Tree Service Penn rd. Waverly, PA Scott Alpine

Contrast “If the elements (type, color, size, line thickness, shape, space, etc.) are not the same, then make them VERY DIFFERENT.” “Avoid elements on the page that are merely similar.”

Which business cards below are demonstrating good or bad contrast? Use the BLUE circles and select the good contrast Use the RED circles and select the bad contrast

Applying all 4 Principles of Design