Design Principles

3.02 Understand business publications

SIX Principles of Design

1. Balance
2. Proximity/unity
3. Alignment
4. Repetition/consistency
5. Contrast
6. White space
3.02 Understand business publications Slide 2
Balance
Graphics don’t overpower text
Page is not too heavy on one side or the
other
Visual balance comes from arranging
elements on the page so that no one
section is heavier than the other. Or, a
designer may intentionally throw
elements out of balance to create tension
or a certain mood.
3.02 Understand business publications Slide 3
Proximity/Unity

Distance between elements on a page

Used to demonstrate a relationship or a lack of
relationship between elements
How close together or far apart elements
are placed suggests a relationship (or lack
of) between otherwise disparate parts.
Unity is also achieved by using a third
element to connect distant parts.

3.02 Understand business publications Slide 4

Alignment
Justification of elements
Related items should be justified the same to
emphasize their relationship to each other.
Alignment brings order to chaos. How you
align type and graphics on a page and in
relation to each other can make your
layout easier or more difficult to read,
foster familiarity, or bring excitement to a
stale design.
3.02 Understand business publications Slide 5
 Repetition/Consistency

Consistent pattern of font and color

schemes and graphic types
Specific font, size, and style for headings, subheadings,
and body text.
Do not mix photographic images and cartoon images on
the same page.
 Example: Principles of Design Visual Examples [Lessons on the Principles of
Design]

 Scheme - a planned combination of elements, such as a

combination of font styles and sizes

3.02 Understand business publications Slide 6

Repetition/Consistency - cont'd

What if Stop signs came in pink squares, yello

w circles, or green triangles, depending on the
changing whims of a town and a few of its resi
dents?
 Imagine the ensuing traffic jams and accident
s.

3.02 Understand business publications Slide 7

Repetition/Consistency - cont'd

Repeating design elements and consistent use

of type and graphics styles within a document
shows a reader where to go and helps them n
avigate your designs and layouts safely.

3.02 Understand business publications Slide 8

Contrast

Emphasizing the most important elements

on a page with color and size
On the basketball court, one pro team
looks much like another. But send a few of
those players for a stroll down most any
major city street and something becomes
apparent — those players are much taller
than your average guy on the street.
That's contrast.

3.02 Understand business publications Slide 9

Contrast - cont'd

 In design, big and small elements, black and

white text, squares and circles, can all create c
ontrast in design.

3.02 Understand business publications Slide 10

White Space
Blank or negative space on a page
Used to focus the reader’s attention on important
details
Used to give the reader’s eyes a break

Designs that try to cram too much text and

graphics onto the page are uncomfortable and may
be impossible to read.
White space gives your design breathing room.

3.02 Understand business publications Slide 11