describing design principles


1.Balance  Graphics don’t overpower text

Page is not too heavy on one side or the other

such as, putting matching text boxes at the top and bottom of a publication.

2.Proximity/unity Distance between elements on a page

l Used to demonstrate a relationship or a lack of relationship between elements

¡such as, you must put captions (text) next to the related photograph.

3.Alignment  l Justification of elements

l Related items should be justified the same to emphasize their relationship to each other

¡such as, the text giving the location, date, time, and cost of an event are all CENTERED on a flyer.

4.Repetition/consistency l Consistent pattern of font and color schemes and graphic types; repeated fonts, color schemes, or graphics

1.Specific font, size, and style for headings, subheadings, and body text.

2.Do not mix photographic images or digital and cartoon images on the same page.

l Scheme - a planned combination of elements, such as a combination of font styles and sizes.

5.Contrast the use of color and size to emphasize the most important elements on a page

¡for example:

Use black font on a light pink colored page

Use white font on black paper

Use light gray on dark blue.

6.White space White space is: blank or negative space on a page

¡Used to give the reader’s eyes a break

¡Used to focus the reader’s attention on important details

White Space does not have to be white.

¡Examples of White Space:

lUsing wide margins to create white space

  • An example of poor use of white space: putting text boxes in the margins of a publication.