Four Basic Design Principles

From The Non-Designer’s Design Book

(Robin Williams, 2004)

The Principle of Proximity

Items relating to each other should be grouped together

One visual unit versus several separate unitsHelps organize information, reduce clutter

Example - Proximity

The Principle of Alignment

No page object is positioned arbitrarilyEvery element visually connected to other

elements via invisible lines

Example - Alignment

The Principle of Repetition

Some aspects of the design should be repeated throughout the entire piece

Formatting option, bullet, color, graphic, spatial relationships…etc.

Also known as “consistency”For web design – especially important for

navigation

Example - Repetition

The Principle of Contrast

Significant differentiation makes elements more visually engaging

Cool and warm colors Text formattingLine spacingVertical and horizontal alignment

Example - Contrast