From Robin Williams’ The Non-Designer’s Design Book [ aka…the c.r.a.p. principles ]

PROXIMITY

· Group like items together

· Move related items into close physical proximity in order to form a cohesive group

· Items that are not related to each other should not be in close proximity

ALIGNMENT

· Every item on the page should have a visual connection with something else on the page.

· Nothing should be placed arbitrarily

· When items are aligned on the page it creates a stronger cohesive unit

· The principle of alignment is what tells readers that even though items are not close to one another, they belong to the same piece.

· Gives a sense of order and intent

REPETITION

· Repeat some aspect of the design throughout the entire piece

· Gives a sense of consistency to the page

· Repetition unifies all parts of a design

· Gives the mind a pattern to follow

· A unifying element that gives the mind a way to make meaning of the overall piece

CONTRAST

· If two items are not exactly the same, then make them distinctly different

· This is one of the most effective ways to add visual interest to the page

· Examples of contrasting elements:

  • Large type with small type (18pt with 10pt)
  • Graceful oldstyle font with a bold sans serif font
  • Horizontal element [like a long line of text] with a vertical element [a tall, narrow column]
  • Widely spaced lines with closely packed lines