Intro to Design

Concepts for Message Design

The Four Principles• Contrast• Alignment• Repetition• Proximity

Contrast• Draws the eye• Must be significant• Color, shape, size

Contrast

Alignment• Left or Right is stronger than

Center• The eye draws the line• Align to a strong element on

the page

Alignment

Repetition• Creates rhythm• Provides continuity within

longer works• Balances contrast

Repetition

Proximity• Group items that relate• DON’T group items that DON’T • White space pushes elements

apart

Proximity

Putting it all togetherC.A.R.P.