The Four Basic Principles

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The Four Basic Principles

• Contrast
• Repetition
• Alignment
• Proximity

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Proximity

• Items relating to each other should be grouped
  close together.
• When several items are in close proximity to each
  other, they become one visual unit rather than
  several separate units.
• This helps organize information and reduces
  clutter.

3
Proximity

• Items that are not related to each other should
  not be in close proximity.
• The closeness or lack of closeness indicates the
  relationship.
• Elements that are intellectually connected should
  be visually connected.

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Proximity Example
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Whats wrong with these cards?
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Center Aligned, Proximal Info
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Alignment

• Nothing should be placed on the page arbitrarily.
• Every element should have some visual connection
  with another element on the page.
• This creates a clean, sophisticated look.

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Right Aligned
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Repeated items should become headings
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Like so (and note alignment of numbers)
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Alignment
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Contrast

• Avoid elements on the page that are merely
  similar.
• If the elements (type, color, size, line
  thickness, shape, space, etc.) are not the same,
  then make them very different.

Contrast is often the most important visual
element on the page.
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AVOID ALL CAPS

• ALL CAPS ARE HARD FOR PEOPLE TO READ B/C THERES
  NO SHAPE TO THEM
• Mixed-case sentences have redundant shape coding
  that make them easier to read.

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AVOID ALL CAPS

• ALL CAPS HAVE NO SHAPE CODING
• Mixed-case sentences have redundant shape coding

Ascenders
Descenders
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AVOID ALL CAPS

• ALL CAPS TAKES UP MORE SPACE, FORCING YOU TO USE
  A SMALLER FONT TO PUT THE SAME AMOUNT OF
  INFORMATION
• (If you dont believe me, this sentence has just
  the same number of letters as the previous one.)

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Better Contrast, Larger Title b/c mixed case, not
all caps.
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Repetition

• Repeat visual elements of the design throughout
  the piece. You can repeat color, shape, texture,
  spatial relationships, line thicknesses, sizes,
  etc.
• This helps develop the organization and
  strengthens the unity.

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Repetition
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Repetition
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Typical Resume
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Improved Resume
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Chamber City Before
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Chamber City After
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Ancient City Before
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Ancient City After
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Construction Network Before
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Construction Network After
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Galeria Before
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Galeria After
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Typical Report
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Proximity
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Alignment
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Repetition
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Contrast