1. Design Principles
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 Graphics don’t overpower text
Page is not too heavy on one side or the other
Example:
put matching text boxes at the top and bottom of a publication
3.02 Design Principles revised 9/24/09

4. Tie the elements together:
move closer together
resizing helps accomplish this
overlap
Notice that the graphic slightly overlaps the text
contrast
Reversing the title
increased lead
redistributes the white space in a more balanced manner

5. Proximity/Unity Example: Distance between elements on a page
Demonstrate a relationship or a lack of relationship between elements
Example:
put captions (text) next to the related photograph
3.02 Design Principles revised 9/24/09

6. spacing between paragraphs
Graphic anchors the page, but text elements all float with no apparent connection.
Headline
font change, reversed out
subheading
pulled in closer provides balance with the graphic
spacing between paragraphs
reduced slightly

7. Alignment Example Justification of elements
Related items should be justified the same to emphasize their relationship to each other
Example
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

8. Centered headlines, text, and graphics lend a formal tone to a layout
But, large blocks of centered text are usually harder to read.
text alignment
left-aligned easier for the eye to take in
wrapped around the bottom graphic
opposing graphics
help balance the overall design

9. Repetition/Consistency
Scheme - a planned combination of elements
Consistent pattern of font and color schemes and graphic types; repeated fonts, color schemes, or graphics
Examples
Specific font, size, and style for headings, subheadings, and body text.
Do not mix photographic images or digital and cartoon images on the same page.
3.02 Design Principles revised 9/24/09

10. headline repeated using colors overlap graphics
using graphics that tie in with the copy in the text blocks
using colors
shapes and headline text that are in the copy to reinforce the theme
overlap
graphic and text unifies the design
graphics
all relate to the topic

11. Contrast
Use of color and size to emphasize the most important elements on a page
Example:
black font on a light pink colored page
white font on black paper
light gray on dark blue
3.02 Design Principles revised 9/24/09

12. Not enough contrast between the headline and text
size
two different serif faces used are too similar
oversized graphic
provides real contrast and reinforces the copy (tall basketball players).
text placement
reinforces the 'towering' aspect of the graphic
unifying elements
reverse text, blue box, blue border, and the drop cap unify
round shape of the drop cap and color echo the shape and color of the basketball
balance
drop cap and reversed text on the left side plus the left- aligned text balance the large graphic element

13. White Space Example Blank or negative space on a page
give the reader’s eyes a break
focus the reader’s attention on important details
White Space does not have to be white
Example
Use wide margins
Poor Example - putting text boxes in the margins of a publication
3.02 Design Principles revised 9/24/09

14. The large block of black created by the graphic of people adds a large block of black white space.
additional contrast
Multiplying the number of people
reducing the size of the car
leading, larger margins, deeper paragraph indents all add white space or breathing room to the design
oversized drop cap
helps to balance the page with the large, dark elements at the bottom of the page.