1. C.R.A.P. (OR C.A.R.P.) FORMULA The Non-Designer’s Design Book

2. Old Design Know the rules before you break the rules. W I S D O M ________________________________________

3. WHAT DOES C.R.A.P. STAND FOR?

4. What does C.R.A.P. stand for?  Contrast  Repetition  Alignment  Proximity

5. WHAT IS THE RULE OF Proximity?

6. Proximity  Group related items together.  Separate unrelated items.  Purpose: Creates organization

8. AVOID Type running together like this (hard for the eye to follow)

9. WHAT IS THE RULE OF Alignment?

10. Alignment  Nothing should be placed on the page arbitrarily.  Every item should have a visual connection with something else on the page.  Purpose: Organize, unify, create visual connections.

12. AVOID  The “raggy” look

13. AVOID Center alignment because it creates a “raggy” look.

14. Make it exact.  If an element is “close” to being aligned with something else, make it exactly aligned.  Use a grid and/or rules to make sure it’s exact.

15. How many alignment errors can you find?

16. WHAT IS THE RULE OF Repetition?

17. Repetition  Repeat some aspect of the design throughout the entire piece.  But avoid too much repetition.  Purpose: Consistency, unity, visual interest

21. WHAT IS THE RULE OF Contrast?

22. Contrast  Don’t be a wimp.  If two items are not the same, make them very different.  Purpose: visual interest, organization

23. What elements are contrasting here?

24. DRACULA  Dominance: The eye should easily enter at a focal point.  Repetition: Repeat key elements on a page.  Alignment: Everything should be aligned with something else.  Contrast: Use dramatic contrasts to get attention.  Unity: The page should have a sense of unity to be taken in as a whole, and related items should be grouped together.  Latest Trends: Be aware of trends—or defy them on purpose.  Appropriate for the company’s image and audience

25. AVOID  Type that’s all the same (or close to same) font, size, color, etc.  Scattered type  Outlined type  Reverse type on complex images  Full borders on flyers and full- page ads (usually). They can be distracting. “Bleeds” are usually stronger.

26. CRITIQUE Critique this flyer in terms of contrast, repetition, alignment, proximity. Is there a good type hierarchy? How could it be improved? What other type and layout issues do you see?

27. QUESTIONS?