Design PrinciplesMaking Stuff Look and Work Better

Proximity How quickly can you

tell me who is playing at this concert?

Proximity Is this one quicker? Why or why not?

Proximity Group related items

together. Items that are not

related to each other should not be in close proximity.

This gives the reader an instant visual clue to the organization and content of the page.

Proximity How is the rule of proximity broken in the

first ad? How has it been fixed in the second ad?

Alignment

The edges of elements on a page should align with one another.

This creates a relationship between each element and makes the page look “neat.”

Alignment

Text AlignmentsThis text is flush left blah blah blah blah blah blah blah

This text is Centered blah blah blah blah blah

blah blah

This text is flush right blah blah blah blah blah

blah blah

This text is full justified which puts spaces in the text to make the edges line up nicely. It can make for some weird spacing though.

Alignment Can you find the

alignment problems here?

Alignment Notice the

improvements?

Repeat elements of your design to create a rhythm and unifying feeling.

Repetition

Repetition does not have to be complicated to do its job.

Repetition

Repetition can be a really fun way to express an idea.

Repetition

This example does not really stand out.

Contrast

How does this newsletter stand out more than the previous one?

Contrast helps define focal points, and thus visual hierarchy.

Contrast

The rule of contrast states that if two elements are going to be different, make them REALLY different!

There are many different types of contrast.

Exploring different types of contrast is one of the best ways to make your design stand out.

Contrast

All-caps is BAD. Why? Because there is

little contrast between the different letters. They are all the same height.

Would you read this ad?

Contrast

Now isn’t that better?

Notice how the other principles come into play too!

Contrast

For a more comprehensive explanation of these basic design principles, check out the book:“The Non Designers Design Book” by Robin Williams

Or my transcription at:http://nhsdesigns.com/principles/

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