The Four Design PrinciplesThe Non-Designer’s Design Book 3rd Edition

Concepts and Techniques UsingMicrosoft Office 2007

The four basic principlesContrast

Repetition

Alignment

Proximity

Contrast

• Contrast on a page helps attract attention• Avoid merely similar elements– Separate elements should not be similar– If elements are not the same, make them

very different• Helps organization by separating elements• Don’t be a wimp!

Sample – Poor Contrast

Sample – Good Contrast

Repetition

• Repeat visual elements to help organize and strengthen unity

• Adds visual interest to the page

Colors

Spatial Relationships

Font Sizes

Shapes

Images

Line Thickness

Textures

Fonts

Alignment

• Elements should not be placed arbitrarily• Elements should have some visual

connection• Affects the mood of the piece• Creates a clean, sophisticated, fresh look

Proximity

• Items relating to each other should be grouped close together

• Items groups together become one visual unit

• Helps organize information, reduce clutter, and gives the reader clear structure

Sample – Poor Proximity

Sample – Effective Proximity

Final Tips – In publications, avoid…

• PUTTING TEXT IN ALL CAPS• Cluttering graphics/text too close together• Using too many fonts and colors in one

publication• Using INCONSISTENT formatting to

make a point