Design Principles Rubric

Design Principle

Balance

No White Space around

Pictures, Images or Text
(elements)

White Space around elements

but not even.
Eg Left side more than right, top
more than bottom.
Contrast (ie huge size or
strange colour)
not linked to important
information.

Even White Space around

Elements
Left and Right, Top and Bottom

Even space around

elements and around page

Contrast but too much

Subtle contrast to highlight

the message linked to
harmonious theme.

Repetition of fonts

Repetition of fonts and colours

No thought to proportion Random

All object similar size no

importance on an important part
of the message

Some objects bigger and some

smaller

No thought to related ideas

One related idea placed close to

another

Ideas more or less grouped

together

Random use of fonts

Some use of the same font.

2 fonts used throughout

document

No Pictures or images

Various images unrelated by

colour or size

One image not linked to colour

or proportion harmony or
documents

Random Alignment

All Alignment the same

70 % of items aligned

Random Fonts
Random Colours

2/3 Fonts
2/3 Colours

Linked Fonts
Graphics and Fonts related
colours

No Contrast

Contrast
Repetition
Proportion

No repetition everything
random

Proximity

Fonts

Pictures
Alignment
Harmony

Repetition from main

image picked out as
border / background image
The most important
element ( graphic, word
colour) should be the
loudest.
Clear grouping of related
ideas giving a flow of
readability to the
document.
2-3 fonts used and effects
such as bold, italic,
reverse text to define
areas.
One Image linked in size,
colour and importance of
communicating message
Each element aligned to
something and different
alignment used.
Linked Fonts (2 3 max)
Linked Graphics / Colour
Scheme.
Harmonic graphics