The Four Basic Principles

Contrast
Repetition
Alignment
Proximity

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.

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.

Proximity Example

Whats wrong with these cards?

Center Aligned, Proximal Info

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.

Right Aligned

Repeated items should become

headings

Like so (and note alignment of numbers)

Alignment

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.

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.

AVOID ALL CAPS

ALL CAPS HAVE NO SHAPE CODING

Mixed-case sentences have redundant shape coding

Ascenders

Descenders

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.)

Better Contrast, Larger Title

b/c mixed case, not all caps.

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.

Repetition

Repetition

Typical
Resume

Improved
Resume

Chamber City Before

Chamber City After

Ancient City Before

Ancient City After

Construction Network Before

Construction Network After

Galeria Before

Galeria After

Typical Report

Proximity

Alignment

Repetition

Contrast