1. Four Basic Design Principles
From The Non-Designer’s Design Book
(Robin Williams, 2004)

2. The Principle of Proximity
Items relating to each other should be grouped together
One visual unit versus several separate units
Helps organize information, reduce clutter

3. Example - Proximity

4. The Principle of Alignment
No page object is positioned arbitrarily
Every element visually connected to other elements
via invisible lines

5. Example - Alignment

6. The Principle of Repetition
Some aspects of the design should be repeated throughout the entire piece
Formatting option, bullet, color, graphic, spatial relationships…etc.
Also known as “consistency”
For web design – especially important for navigation

7. Example - Repetition

8. The Principle of Contrast
Significant differentiation makes elements more visually engaging
Cool and warm colors
Text formatting
Line spacing
Vertical and horizontal alignment

9. Example - Contrast