Download - 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!