Amazing and simple Graphic Design Principles.ppt

Design principles

1. The Four Basic Principles
•Contrast
•Repetition
•Alignment
•Proximity

2. Contrast
•Avoid elements on the page that are merely
similar.
•If the elements (type, color, size, line
thickness, shape, space, etc.) are not the
same, then make them very different.
Contrast is often the most important visual
element on the page.

3. AVOID ALL CAPS
•ALL CAPS ARE HARD FOR PEOPLE TO READ
B/C THERE’S NO SHAPE TO THEM
•Mixed-case sentences have redundant shape coding
that make them easier to read.

4. AVOID ALL CAPS
•ALL CAPS HAVE NO SHAPE CODING
•Mixed-case sentences have redundant shape coding
Ascenders
Descenders

5. AVOID ALL CAPS
•ALL CAPS TAKES UP MORE SPACE,
FORCING YOU TO USE A SMALLER FONT
TO PUT THE SAME AMOUNT OF
INFORMATION
•(If you don’t believe me, this sentence has just
the same number of letters as the previous one.)

6. Better Contrast, Larger Title
b/c mixed case, not all caps.

7. Repetition
•Repeat visual elements of the design
throughout the piece. You can repeat color,
shape, texture, spatial relationships, line
thicknesses, sizes, etc.
•This helps develop the organization and
strengthens the unity.

8. Repetition

9. Repetition

10. Alignment
•Nothing should be placed on the page
arbitrarily.
•Every element should have some visual
connection with another element on the
page.
•This creates a clean, sophisticated look.

11. Right Aligned

12. Repeated items should become
headings

13. Like so (and note alignment of numbers)

14. Alignment

15. Proximity
•Items relating to each other should be
grouped close together.
•When several items are in close proximity
to each other, they become one visual unit
rather than several separate units.
•This helps organize information and reduces
clutter.

16. Proximity
•Items that are notrelated to each other
should notbe in close proximity.
•The closeness or lack of closeness indicates
the relationship.
•Elements that are intellectuallyconnected
should be visuallyconnected.

17. Proximity Example

18. What’s wrong with these cards?

19. Center Aligned, Proximal Info

20. Typical
Resume

21. Improved
Resume

22. Chamber City Before

23. Chamber City After

24. Ancient City Before

25. Ancient City After

26. Construction Network Before

27. Construction Network After

28. Galeria Before

29. Galeria After

30. Typical Report

31. Proximity

32. Alignment

33. Repetition

34. Contrast