C.R.A.P. (OR C.A.R.P.) FORMULA

The Non-Designer’s Design Book

Old Design

Know the rules

before you break the rules.

W I S D O M________________________________________

WHAT DOES C.R.A.P. STAND FOR?

What does C.R.A.P. stand for?

Contrast Repetition Alignment Proximity

WHAT IS THE RULE OF

Proximity?

Proximity

Group related items together. Separate unrelated items. Purpose: Creates organization

AVOID

Type running together like this (hard for the eye to follow)

WHAT IS THE RULE OF

Alignment?

Alignment

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

with something else on the page. Purpose: Organize, unify, create visual

connections.

AVOID

The “raggy” look

AVOID

Center alignment because it creates a “raggy” look.

Make it exact.

If an element is “close” to being aligned with something else, make it exactly aligned.

Use a grid and/or rules to make sure it’s exact.

How many alignment errors can you find?

WHAT IS THE RULE OF

Repetition?

Repetition

Repeat some aspect of the design throughout the entire piece.

But avoid too much repetition. Purpose: Consistency, unity, visual

interest

WHAT IS THE RULE OF

Contrast?

Contrast

Don’t be a wimp. If two items are not the same,

make them very different. Purpose: visual interest, organization

What elementsare contrasting here?

DRACULA Dominance: The eye should easily enter at a focal point. Repetition: Repeat key elements on a page. Alignment: Everything should be aligned with something else. Contrast: Use dramatic contrasts to get attention. Unity: The page should have a sense of unity to be taken in as a whole,

and related items should be grouped together. Latest Trends: Be aware of trends—or defy them on purpose. Appropriate for the company’s image and audience

AVOID

Type that’s all the same (or close to same) font, size, color, etc.

Scattered type Outlined type Reverse type on complex

images Full borders on flyers and

full-page ads (usually). They can be distracting. “Bleeds” are usually stronger.

CRITIQUE

Critique this flyer in terms of contrast, repetition, alignment, proximity.

Is there a good type hierarchy? How could it be improved?

What other type and layout issues do you see?

QUESTIONS?