CRAP (Contrast, Repetition, Alignment, Proximity)

Lesson 1:

Introduction

This lesson will cover the four primary principles of design:

● Contrast● Repetition● Alignment● Proximity

Contrast Defined

Contrast is the design principle in which similar design items are distinctly different.

Contrast gets the attention of your reader.

Contrast is a visually important aspect of design.

Contrast must be strong.

Contrast can be “striking,” drawing the attention of the viewer to your page.

Ways to Create Contrast

• Type (text): Large text with small text, bold text with regular text, sans serif headline with serif body copy

• Examples:

• Horizontal rule/vertical rule: thin horizontal rule with a thick vertical rule

• Graphics: Small graphic with a large graphic

Sans Serif Headline

Serif Body Copy

Ways to Create Contrast Cont.• Color: a bold color with a soft color• Example:

• Shade colored boxes no greater than 70% opacity when using black text

• Shade colored boxes no less than 30% opacity when using reverse text (white text)

Contrast: What to Avoid

Contrasting a sort-of-heavy line with a sort-of-heavier line.

Contrasting brown text with black headlines.

Using two or more typefaces that are similar.

Repetition Defined

Repetition is the design principle in which visual elements are repeated throughout the page(s) of a publication.

Incorporating repetition into a publication will “strengthen the unity” of the design.

Ways to Create Repetition Type (text): Use the same font style and size for

body copy, subheads, pull quotes and headlines throughout your publication.

Color: Use the same color scheme and color intensity (shading).

Indentation: Lay out and indent articles consistently using either a line of space or a 3em space.

Framing: Keyline/Frame photographs consistently.

Ways to Create Repetition Cont. Make pull quote design, font style and size

consistent.

Use the same rule or combination of rules.

Place page numbers and running heads in the same location on each page.

Repetition: What to Avoid Avoid repeating an element so much that it

becomes annoying or overwhelming.

Example: If you were to add aread hat, red belt, read necklaceto this ensemble, the repetitionwould be overdone.

Alignment Defined

Alignment is the design principle in which every design element has a visual connection with something else on the page.

Nothing is placed on a page arbitrarily. The aim is to create a “clean and sophisticated look.”

“Lack of alignment is probably the biggest cause of unpleasant-

looking documents. Our eyes like to see order; it creates a calm,

secure feeling”

Ways to Create Alignment• Align captions with photographs.• Example:

• Align headlines with articles.• Align headlines left with left aligned, ragged

right text. (optional: Align headlines center with justifies text)

Ways to Create Alignment Cont.

• Make an impact with alignment.• Example:

• The information on this card is right aligned (flush right). It has a strong invisible vertical line that has more of an impact than simply aligning all elements down the center.

Alignment: What to Avoid Avoid using more than one text alignment on the

page (that is, don't center some text and right-align other text).

Stay away from centered alignment unless you are consciously trying to create a more formal, sedate (often dull!) presentation. Choose a centered alignment consciously, not by default.

Proximity Defined

Proximity is the design principle in which related items are grouped together.

Elements that have a relationship should be grouped together, giving your publication a cohesive appearance.

Ways to Create Proximity• Group each photograph, chart, illustration with its

respective caption.• Group headlines with respective article.• Example:

• In this example, your eye knows exactly where to begin reading. Related information is grouped together, and it makes sense.

Proximity: What to Avoid

Avoid too many separate elements on a page. Don't stick things in the corners and in the

middle. Don’t Do This: Do This:

In this example, the eye stops 5 times. It is difficult to know where to begin reading. Visually, it is confusing to look at. Thus, it will be overlooked.

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Design Principles Summary

In this lesson, we discussed the four primary design principles:

Contrast Repetition Alignment Proximity

Final Note

CRAP is an acronym to remember the four basic design principles.

Consequently, when a designer does not incorporate contrast, repetition, alignment, and proximity into the design, the publication will look like crap. Even a beginning designer can produce publications that are professional, organized, unified, and interesting by incorporating the four basic design principles: contrast, repetition, alignment, and proximity.