Lecture 2 design principles

DESIGN PRINCIPLES

By: JADE V. VILLAREAL

Basic Design Principles

Contrast Repetition Alignment Proximity

Proximity

Group related items together Physical closeness implies a

relationship objects near each other are seen as a

unit

The idea of proximity doesn’t mean that everything is closer together; it means elements that are intellectually connected, those that have some sort of communication relationship, should also be visually connected. Other separate elements or groups of elements should not be in close proximity.

Summary: Proximity

When several items are in close proximity to each other, they become one visual unit rather than several separate units

Items relating to each other should be grouped together

Summary: Proximity

Purpose: to organizeIf the information is organized, it is more

likely to be read and more likely to be remembered

Don’t create relationships with elements that don’t belong together!If they are not related, move them apart

from each other.

Alignment

Nothing should be placed on the page arbitrarily. Every item should have a visual connection with something else on the page.

Summary: Alignment

Every element should have some visual connection with another element on the page.

UnityTo accomplish unity, a visual tie between

separate elements should be present. The placement of elements can make even

the separate elements connected, related and unified.

Summary: Alignment

Purpose: To unify and organize A strong alignment creates a

sophisticated, formal, fun or a serious look.

Be conscious of where you place your elements

Summary: Alignment

Avoid using more than one text alignment on a page

Break away from a centered alignment unless it’s a formal, sedate presentation

Use centered alignment consciously, not by default

Repetition

Repeat some aspect of the design throughout the entire piece

A conscious effort to unify all parts of a design

Summary: Repetition

unifies and strengthens a piece by tying together otherwise separate parts

Very useful in one-page pieces Critical in multi-page documents

Summary: Repetition

Purpose: to unify and add visual interest Avoid repeating an element so much

that it becomes annoying or overwhelming

Contrast

Created when two elements are different If two items are not exactly the same,

then make them different. Really different

Summary: Contrast

draws our eyes, our eyes like contrast For contrast to be effective, the two

elements must be very different Purpose

create an interest on the pageAid organization of the information

Summary: Contrast

Don’t be a wimp, do it (contrast) with strength

If the items are not exactly the same, make them different!