1. Design Principles Rvsd. Feb 2016
3.02 Design Principles revised 9/24/09

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

3. Balance Equal distribution of weight in a design
Elements shouldn’t tilt more to one side than the other
Graphics don’t overpower text
Large element on one side and several small elements on the other side
Putting matching text boxes at the top and bottom of a publication
Balance
3.02 Design Principles revised 9/24/09

4. Proximity/Unity Grouping similar items together as a group
When grouped together, they become one unit
Reduces clutter
How close together or far apart elements are placed
The relationship or lack of relationship
Captions (text) should
be next to the related
photograph
3.02 Design Principles revised 9/24/09

5. Alignment Placement illustrates the relationship between elements
Left, right, centered, justified
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

6. Repetition/Consistency
Using the same element more than once
throughout a space
Repeated font, size, and style for
headings, subheadings, and body text.
Do not mix photographic
or digital and cartoon
images on the same page.
Repetition/Consistency
3.02 Design Principles revised 9/24/09

7. Repetition/Consistency (continued)
Scheme examples:
Repeat color
Repeat shapes
Repeat line thickness, fonts,
sizes, graphics
In a publication:
all the Headings are keyed in 14 pt. Arial font and
the Body is keyed in 12 pt. Times New Roman font
or all the text is in the same font type/style
The graphics that are used all relate to the topic of the publication

8. Contrast Most important visual attraction on the page
Makes the reader look at the page first
the use of color and size to emphasize
the most important elements on a page
for example:
Use black font on a light pink colored page
Use white font on black paper
Use light gray on dark blue
3.02 Design Principles revised 9/24/09

9. White Space White space is: blank or negative space on a page
Used to give the reader’s eyes a break
Used to focus the reader’s attention on important details
White Space does not have to be white
Examples of White Space:
Using wide margins to create white space
An example of poor use of white space: putting text boxes in the margins of a publication
White Space
3.02 Design Principles revised 9/24/09