1. Introduction to Principles of Design

2. Basic Design Principles Contrast Contrast Repetition Repetition Alignment Alignment Proximity Proximity

3. Contrast One of the most effective ways to add visual interest to a page.

4. Contrast

5. Repetition You can repeat colors, shapes, textures, line thicknesses, fonts, sizes, graphic concepts, etc. This develops the organization and strengthens the unity.

6. Repetition

7. Alignment Nothing should be placed on the page arbitrarily. Every element should have some visual connection with another element on the page.

8. Alignment

9. Alignment

10. Alignment Activity “ Bad ” version

11. Alignment Activity “ Good ” version

12. Proximity Items relating to each other should be grouped close together. This helps organize information, reduces clutter, and gives the reader a clear structure.

13. Proximity

14. Putting It All Together

15. Basic Design Principles- Recap Contrast Contrast Repetition Repetition Alignment Alignment Proximity Proximity

16. Typography Sans Serif –No “ feet ” at the end Use for titles, subtitles, and headings e.g. Arial Sans Serif –No “ feet ” at the end Use for titles, subtitles, and headings e.g. Arial Serif – Letters have “ feet ” Easier to read; best for body text e.g. Times New Roman Serif – Letters have “ feet ” Easier to read; best for body text e.g. Times New Roman

17. Typography Use to add emphasis and personality to text: Use to add emphasis and personality to text: “ Life ’ s but a walking shadow, a poor player that struts and frets his hour upon the stage, and then is heard no more; it is a tale told by an idiot, full of sound and fury, “ Life ’ s but a walking shadow, a poor player that struts and frets his hour upon the stage, and then is heard no more; it is a tale told by an idiot, full of sound and fury, Text signifying nothing. ”

18. What is X-height ?

19. The big news about leading

20. Tracking for you and me

21. Ligatures and Kearning