1. The Principles of Graphic Design
AOIT Graphic Design
Unit 3, Lesson 7
The Principles of Graphic Design
This presentation illustrates how to apply the principles of proximity, alignment, repetition, and contrast effectively to create graphic designs that draw viewers in and help them organize information effortlessly.
Copyright © 2011 National Academy Foundation. All rights reserved.

2. Applying the principles of graphic design creates interest, organization, and unity in an image
Proximity
Alignment
Repetition
Contrast
Visual hierarchy
Balance
Proximity – Items that are related should be close to each other. This helps the viewer organize information quickly.
Alignment – Every visual element should be connected by an invisible line with at least one other element. This helps the viewer see connections and brings organization and unity to a design.
Repetition – Repeating visual elements in a design adds interest and unity. It helps the viewer make connections.
Contrast – If elements are not the same, make them very different. This contrast creates both organization and visual interest in a design.
Visual hierarchy – By adding visual weight to an element, you can make it pop out so that the viewer’s eye goes there first. A visual hierarchy leads the viewer through the design, making him look at the most important item first, then the next most important, and so on. The most important item is often called the focal point.
Balance – Equally distributing the visual weight of elements on a page creates a pleasing and clear layout.
You will learn more about visual hierarchy and balance in the next lessons in this unit.
Copyright © 2011 National Academy Foundation. All rights reserved.

3. Proximity means grouping related items together
Related items should be seen as a cohesive group
Unrelated items should not be in close proximity
Where do you begin reading?
How many times does your eye stop?
What separate elements could be grouped together?
In this image, it is hard for the reader to organize information because elements that go together are not grouped together. The viewer doesn’t know where to start and where to go next. There is no sense of unity.
Copyright © 2011 National Academy Foundation. All rights reserved.

4. Proximity provides visual clues about organization
Grouping items helps the reader see instantly how the content is organized.
Where do you begin reading?
How many times does your eye stop?
What improvements would you make?
Putting items that go together in close proximity to each other helps the viewer understand what this image is about.
Copyright © 2011 National Academy Foundation. All rights reserved.

5. Alignment unifies and organizes a page
Aligning items results in a stronger cohesive unit. It tells the reader that even elements that are not physically close to each other belong to the same piece.
Which page is a stronger cohesive unit? What creates the cohesion?
Copyright © 2011 National Academy Foundation. All rights reserved.

6. Every element is visually connected to other elements
When elements are aligned, invisible lines connect them in your eye and in your mind
Elements appear connected simply because of their placement
In this image, you can immediately zero in on the information you are looking for because the alignment shows you where you should look. Your eyes don’t have to wander around looking for patterns.
Every element has a visual connection with at least one other element on this page. How many of these visual connections can you spot?
Copyright © 2011 National Academy Foundation. All rights reserved.

7. Use repetition to create consistency and visual interest
Repetition can be used to create unity and organization in this design.
When you look at this design, what do you know instantly about the world’s 15 best restaurants?
What gives this design a look of inconsistency?
How could you use repetition to create unity and organization in this design?
Repetitive elements can be fonts, lines, bullets, color, a design element, a format, or a spatial relationship.
Copyright © 2011 National Academy Foundation. All rights reserved.

8. You can achieve unity by repeating visual elements
When you look at this design, what do you know instantly about the world’s 15 best restaurants?
What are the repeating elements? List as many type of repetition as you can.
How does repetition establish an organizational theme?
Why does each part of the design look like it belongs?
What diversity do you see among the repeating elements?
In addition to creating unity and organization, repetition adds visual interest to a design. The circles draw you in and get you interested in discovering what the best restaurants are. The repetition breaks the design elements down so that you can easily spot the circle for the best restaurant in the U.S., for example.
Creating diversity among repeating elements adds interest and helps the viewer distinguish differences among elements that are similar.
Copyright © 2011 National Academy Foundation. All rights reserved.

9. Contrast is created when elements are different
Contrast creates interest on a page and aids in organization. Our eyes are drawn to contrasting elements.
Examples of contrasting elements are large type and small type, an old-style font and a sans serif font, a thin line and a thick line, a cool color and a warm color, a horizontal element and a vertical element, a small graphic and a large graphic.
Which of these pages draws your eye in? Which page makes you want to read more?
Copyright © 2011 National Academy Foundation. All rights reserved.

10. If elements are not the same, make them very different
To be effective, contrast must be strong.
What is the first element of contrast that your eye goes to? Why do you think you look at that first?
List as many types of contrast as you can find on this page.
Can you introduce contrast and still maintain proximity and alignment?
With this image, the viewer is drawn in to the page to find out more about the band. Who is that “special guest”?
Copyright © 2011 National Academy Foundation. All rights reserved.

11. Adhering to the principles of design makes a difference
In something as simple as a book cover with very little text on it, adhering to the principles of graphic design draws viewers in and makes them want to pick up the book.
As you work through this lesson, be sure to keep your eyes open for good examples of applying the principles of graphic design. And every time you create a graphic design, check your own work to make sure it adheres to the principles of proximity, alignment, contrast, and repetition.
How does the book cover on the right improve proximity, alignment, repetition, and contrast?
Copyright © 2011 National Academy Foundation. All rights reserved.