Design PrinciplesDesign Principles

3Understand business publications

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SixSix Principles of Design Principles of Design

1. Balance

2. Proximity/unity

3. Alignment

4. Repetition/consistency

5. Contrast

6. White space

Balance Balance

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Graphics don’t overpower textPage is not too heavy on one side or the

othersuch as, putting matching text boxes at

the top and bottom of a publication

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Proximity/UnityProximity/Unity

Distance between elements on a pageUsed to demonstrate a relationship or a

lack of relationship between elementssuch as, you must put captions (text) next

to the related photograph

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AlignmentAlignment

Justification of elementsRelated items should be justified the

same to emphasize their relationship to each othersuch as, the text giving the location, date, time, and

cost of an event are all CENTERED on a flyer

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Repetition/ConsistencyRepetition/Consistency

Consistent pattern of font and color schemes and graphic types; repeated fonts, color schemes, or graphics1. 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.

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

Repetition/Consistency Repetition/Consistency (continued)(continued)

Scheme examples:In a publication:

all the Headings are keyed in 14 pt. Arial font and

the Body is keyed in 12 pt. Times New Roman fontor all the text is in the same font type/style

The graphics that are used all relate to the topic of the publication

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ContrastContrast

the use of color and size to emphasize the most important elements on a pagefor example:

Use black font on a light pink colored pageUse white font on black paperUse light gray on dark blue

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White SpaceWhite Space

White space is: blank or negative space on a pageUsed to give the reader’s eyes a breakUsed to focus the reader’s attention on important

details

White Space does not have to be whiteExamples of White Space:

Using wide margins to create white space• An example of poor use of white space: putting text

boxes in the margins of a publication