1. DESIGN PRINCIPLES

2. CONTRAST ALIGNMENT REPETITION PROXIMITY
There are four basic principles of design which are:
CONTRAST ALIGNMENT REPETITION PROXIMITY

3. Two items that are really different.
CONTRAST
Two items that are really different.

4. Large type with a small type.

5. A cool colour with a warm colour.

6. A horizontal element (row of text)
vertical element (narrow column of text)
A horizontal element (row of text)
with a

7. Widely spaced lines Widely spaced lines with closely packed lines closely packed lines closely packed lines closely packed lines closely packed lines closely packed lines

8. Small graphics with a large graphic.

9. Large type with a small type.
CONTRAST
Large type with a small type.
Horizontal
with
Widely spaced lines Widely spaced lines with closely packed lines closely packed lines closely packed lines closely packed lines
Vertical
Don’t forget reverse text.
You do not have to use all of these contrast elements in one document.
A cool colour with a warm colour.
Small graphics with a large graphic.

10. ALIGNMENT
Nothing is just placed on the page without thinking about where you are placing it.

11. Items have a visual connection with something else on the page.
Papatoetoe Pizzas
Jimmy Smith
2323 Great South Road
Papatoetoe, Auckland
(09)
This example has a nice arrangement with the text items grouped into logical proximity. This text is centre-aligned over itself, and centered on the page.

12. By moving all the elements to the right and giving them one alignment, the information is instantly more organised. The text items now have a common boundary connecting them together.
Papatoetoe Pizzas
Jimmy Smith
2323 Great South Road
Papatoetoe, Auckland
(09)
The invisible line runs right down here, connecting the text.

13. Where some aspects of design are repeated throughout the entire piece.
REPETITION
Where some aspects of design are repeated throughout the
entire piece.

14. Headings and subheadings are a good place to start for creating repetitive elements, since you are probably already doing this. But take this repetitive element further and make it stronger. Here is an example...

15. Using font style and size
Earthquake
If you feel an earthquake take cover in a doorway or under something solid. DO NOT RUN OUTSIDE.
Volcano
If you are told a volcano may erupt STAY INSIDE and keep the doors and windows shut.
Tsunami
If you are told a Tsunami is coming do not go to the beach to watch it. GO INLAND.

16. On the next slide is an example of using repetition in design.
With repetition also consider:-
A bold font
A thick rule (line)
A certain bullet
A colour
A particular format
Spacing
On the next slide is an example of using repetition in design.

17. Success in the Stars Success in the Stars OK Better.  Libra
Libra - sudden change may bring about some emotional unrest.
Taurus - an interesting situation will happen.
Cancer - good time for long term planning.
Aries - exciting changes are ahead.
Gemini - look at new work opportunities.
Success in the Stars
 Libra
Sudden change may bring about some emotional unrest.
 Taurus
An interesting situation will happen.
 Cancer
Good time for long term planning.
 Aries
Exciting changes are ahead.
 Gemini
Look at new work opportunities.
Better. OK

18. PROXIMITY
Information that is related is grouped together (e.g. page numbers, company details, contact details, price information, discounts.)

19. The page should have an instant visual clue as to the organisation and/or content of the page.

20. When you create a flyer, a brochure, a newsletter, or whatever, you know which pieces of information are logically connected, you know what information should be emphasised and what is important.

21. REDWOOD COUNTY FORESTRY
Below are two examples of how you can improve a newsletter header with the proximity principles of design.
UNIVERSITY OF THE WEST COOPERATIVE EXTENSION
WHAT’S HAPPENING IN…
REDWOOD COUNTY FORESTRY
August  
What’s happening in…
Redwood County Forestry
University of the West
Cooperative Extension
August 1996
The bottom letterhead has had a few changes to improve it’s appearance including: changed from all capital letters to lowercase, which gave more room to make the title strong and bold, and which made the text easier to read. The corners were changed from rounded to straight, giving it a cleaner, stronger look. The tree graphic was enlarged and it broke out of the boundary, a common graphic trick.

22. Bibliography
Williams, R. (1994). The Non-Designers Design Book. Peachpit Berkeley, CA.