1. 5.1 | Design Basics

2. They are important to remember. Always.
The Principles
Contrast
Harmony
Alignment
Proximity
Simplicity
Proximity means that related information is spaced closely. Unrelated information is given more space.
Here you see the power of proximity illustrated by the arrangement of words, but the same goes for photos and grapics.
They are important to remember. Always.

3. The Principles Contrast Harmony Alignment Proximity Simplicity
One photo or area must be at least two times larger than the next largest shape. Headlines should be obviously larger than other text.
Harmony
Alignment
Proximity
Simplicity .

4. contrast Pantone Project, Paul Octaviours [IL]
Notice that the Pantone swatch is the dominant element. Its size contrasts with the size of the elements around it, making it the Center of Visual Interest (CVI).
Paul Octaviours is a photographer and storyteller from Chicago. He created a Pantone photo series that he posts on Instagram.
Pantone Project, Paul Octaviours [IL]

5. contrast
Pantone

6. The Principles Contrast Harmony Alignment Proximity Simplicity
Every shape, color and font should be repeated at least once, usually more, on a design.
Alignment
Proximity
Simplicity

7. HARMONY Les Miserables Movie
The various ways the designer of this ad used harmony:
Color of background coordinates with eyes.
Repetition of color in font, which is in harmony with hair color.
Repetition of font.
Repetition of one-word descriptors of movie.
Les Miserables Movie

8. harmony Lake & Sumpter Magazine Design by Jaime Ezra Mark
Harmony has been used in this magazine cover because of repeated elements:
Primary font
Angle of arms reflects the angle of the water slide
Color block behind “Lake & Sumpter” echoes the color in the water slide
Color in bathing suit reflects color in background.
Lake & Sumpter Magazine
Design by Jaime Ezra Mark

9. The Principles Contrast Harmony Alignment Proximity Simplicty
Think grids. Think even spacing. Photos and text boxes should align even when on separate facing pages, otherwise known as a Double Page Spread.
Proximity
Simplicty
Proximity: Captions should be next to the photo they describe. Photos about the same topic should be touching or should have narrower spacing than other photos.

10. alignment The various ways the designer of this ad used alignment:
Right-justified headline
Vertical text that aligns with both headline and yogi
Bent leg aligns with end of vertical text
Lululemon

11. alignment Lake & Sumpter Magazine Design by Jaime Ezra Mark
Ask students to identify the various ways the designer of this ad used alignment.
Centered text
Implied line leading from eyes to headline
Lake & Sumpter Magazine
Design by Jaime Ezra Mark

12. The Principles Contrast Harmony Alignment Proximity Simplicity
Similar ideas, concepts or topics should be closer to one another than unrelated ones.
Simplicity

13. proximity Design by Liz Rankin, Graphic Designer
The various ways the designer of this ad used proximity:
Sub-headline is near headline to create a unit
“Monday” is near paragraphs of text, linking the topic to the text to follow.
Graphics from left page overlap onto right page, linking them as a unit.
Design by Liz Rankin, Graphic Designer

14. proximity Projectforawesome.com Design by Karen Kavett
Designer of this ad used proximity:
Rail of white space between body of website and sidebar or videos clearly makes them separate units.
Proximity of videos on right side makes them a visual unit.
The proximity of “Submit a video” and “$71, raised” helps to quickly define the idea for viewers.
Arched rail of white space separates headline from the content below it.
Projectforawesome.com
Design by Karen Kavett

15. The Principles Contrast Harmony Alignment Proximity Simplicity
Unnecessary visuals and text are eliminated, no matter how much you love them.

16. simplicity Starbucks Corp.
Starbucks has made sure the ad is simple yet interesting through:
Color
Font
Simple background
Imagery
Graphics
Starbucks Corp.

17. simplicity
Heinz has made sure the ad is simple yet interesting through:
Color
Font
Simple background
Imagery
Graphics
Heinz Ketchup

18. WHERE DO YOU SEE CONTRAST?
Dominant element: shopping basket. Making the basket the dominant element emphasizes the shopping experience. If it were the same size as the other objects, our mind would first assume that it is another product to buy.
Contrast: “Design for all” in size and color. The size and color emphasize the idea of accessible design in just three easy words.
Target Corp.

19. WHERE DO YOU SEE HARMONY?
Ask students where they see instances of repetition in this ad. What does the repetition add to the ad?
Harmony: There is repetition in both the size of the products and the way they feature the products (They are all basic photos of the object. No people are shown interacting with the products.)
There is also repetition in the dominant color of red. Notice that the color used on “Design for all” matches the color in the dominant element. This is a strategy commonly used not only in professional design but also in yearbooks.
Target Corp.

20. WHERE DO YOU SEE ALIGNMENT?
Alignment: There is alignment both horizontally and vertically, making a page with many visuals look organized.
Ask students where they see instances of alignment in this ad. What does the alignment add to the ad?
Target Corp.

21. WHERE DO YOU SEE ALIGNMENT?
Target Corp.

22. WHERE DO YOU SEE ALIGNMENT?
Target Corp.

23. WHERE DO YOU SEE PROXIMITY?
Proximity: Because all of the objects are spaced evenly, the viewer associates them as a unit. This diverse group of products can be found in the same retailer. We get the feeling that whether we want a bike or prescriptions, they will be easy to find in one convenient place.
Target Corp.

24. WHERE DO YOU SEE SIMPLICITY?
Simplicity: Though this ad contains many products, the message is simple both visually and verbally. The plain white background allows the products to speak for themselves, the text is spare but descriptive.
Target Corp.

25. Name those principles
Target Corp.

26. Name those principles
Target Corp.

27. Name those principles
Target Corp.