design principles
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Design PrinciplesDesign Principles
3.02 Understand business publications
3.02 Understand business publications Slide 2
Five Principles of DesignFive Principles of Design
1. Alignment
2. Consistency
3. Contrast
4. Proximity/unity
5. White space
3.02 Understand business publications Slide 3
AlignmentAlignment
Arrangement of text Left or right justified? Centered? Is the text laid out in a normal reading pattern
(left to right)?
3.02 Understand business publications Slide 4
ConsistencyConsistency
Color scheme Maintain a uniform color scheme throughout Choose a color appropriate for the subject
Font scheme Select a uniform style, size, and effect for all
headings and another for the body Choose a serif font for headings and a sans serif for
the body or visa versa. Do not use all capital letters!
Graphics Use a uniform format for graphics – all photographic
or all cartoon
3.02 Understand business publications Slide 5
ContrastContrast
Where is the reader’s attention focused first? Are the most important objects emphasized by
color or size?Is there a distinct difference in color
between the font and the background?Are headings distinct so that the reader
notices a difference between a header and the body?
3.02 Understand business publications Slide 6
Proximity/UnityProximity/Unity
Are the objects grouped appropriately? Does a relevant graphic appear in close
proximity to the text it represents?
Is there uniform and appropriate space between headings and body? The reader should be able to quickly discern
the relationship between headings and related body as well as body and related graphics.
3.02 Understand business publications Slide 7
White SpaceWhite Space
Think of white space as negative or blank space. It is used to focus the reader’s attention by drawing the eyes to specific locations and sections in a publication. It also gives the reader’s eyes a break.
3.02 Understand business publications Slide 8
The EndThe End