Design Principles

From The Non-Designer’s Design Book

Second Edition

by Robin Williams

Mini Vocab List

Baseline – invisible line on which type sits Body text – main block of text that you read Bullet – marker used in a list instead of

numbers Dingbat – character or symbol;

Vocab List – take 2

Elements – separate items on the page Justified type – when text is lined up on both

the left and right edges Rule – horizontal line White space – “blank” area on a page that is

not occupied by text or graphics

Why do we need Design Principles?

Produce professional-looking documents Design eye-pleasing layouts Follow good rules for school, work, or

personal projects

4 Principles = 1 Design

Contrast

Most important visual attraction on the page

Avoid similar elements If elements are not the same – make

them very different type, color, size, line thickness, shape,

space, etc.

Contrast Example

Contrast Example 2

Repetition

Help develop organization Strengthen the unity of the piece Repeat visual elements in the design

throughout the page color, shape, texture, fonts, graphics, spatial

relationships, line thickness, sizes Create “Consistency”

Repetition Examples

Recognition of Repetition

Alignment

Everything should have a place on the page

Every element should have some visual connection with another element

Create a clean, sophisticated, fresh look

Text Alignments

This text is flush left or left aligned.

This text is flush right

or right aligned.

This text is centered.

This text is justified. Some people call it blocked – the text lines up on both sides.

Alignment Example 1

Alignment Example 2

Proximity (nearness)

Groups related items together Organizes information Reduces clutter Provides a clear structure for the reader

Several items close together become one visual unit

Proximity Example

Flower ListMarigold

Sunflower

Daisy

Carnation

Rose

Violets

Flower ListMarigold

Sunflower

Daisy

Carnation

Rose

Violets

Proximity Example 2

Proximity Example 3

Good Design is as easy as…

1. Learn the principles.

2. Recognize when you’re not using them.

3. Apply the principles.

Contrast Repetition

Alignment Proximity