Design Manual

This manual describes six design ● Order

elements. These elements will ● Alignment
help you create an efficient and ● Hierarchy
effective document for your ● Gridding
readers. These six elements ● Proximity
include: ● Enclosure

● Order
● Gridding
● Alignment
● Enclosure
● Hierarchy
● Proximity
 Order
Order describes patterns that allow for important information to be easily found and recognized on
a page.

Order emphasizes important information by putting it in a high visibility location. This allows users
to read, skim, or scan a document more successfully.

Visually, order can provide focal points for the page. It can allow users to feel confident as they read,
knowing how and where to find important information.

Typical order that is easily recognized by a

reader consists of a top-to-bottom format
and a left-to-right format. In the English
language, people read by following a
z-pattern. The z-pattern describes the
reader’s eye pattern that travels in a zigzag
motion shaped like the letter Z.

Another typical pattern of order is the

power zone. The power zone encompasses
the top and left margin of a page. These
areas are the locations that a reader looks
most often when scanning a document.
Putting important information in the power
zone can ensure that a reader can find
important information quickly.

A strong example of order using the power

zone is shown to the right. The title and the
graphics on the left make up the power
zone in this wedding timeline.
The title is located at the top of the card.
This location of the title quickly grabs the
attention of the reader. Small graphics take
up the left margin of the power zone.
Although they are not words, these
graphics provide important meaning that
provide readers with a quick understanding
of the material.
 Gridding
Gridding is a page layout strategy that positions text and images in a way that is easy to follow.
There are many different ways that a grid can organize elements on a page. Some common ways that
are effective include splitting the page into halves or thirds. The separation of the page can be in
horizontal rows or vertical columns. Negative space is often what separates these columns and rows.

Readability is enhanced by using grids because they can organize elements on a page and also create
unity, balance and proportion in documents. This makes it easy for a user to read by following the
basics of the grid.

Using a grid can help increase visual appeal as well. A grid helps to maintain balance from page to
page. A grid provides a clear separation of text and graphics, while still keeping the elements
organized and aligned. A grid can also make the page or document visually distinct from other kinds
of work, allowing it to stand out.

The two wedding announcements to the right

show how gridding can enhance a layout design.

In the first announcement, appeal is created by a

one-third/two-thirds vertical grid. The top third
of the page is text and the bottom two-thirds
contain graphics. The graphics each use a third
of the page horizontally as well. The grid in this
announcement produces a sense of balance and
symmetry. Each photo is equally weighted
which creates visual appeal for the audience.

The second announcement uses a more complex

grid. Not only is this announcement split into
two halves horizontally between text and
graphics, but each of these halves are further
separated. The images on the left are layed out
so each picture takes up half of the space. On the
text side, the flower graphic takes up about
one-third of the space, while the text takes up
roughly two-thirds. The elements on the page
follow a complex grid to create balance and
visual appeal.
 Alignment
Alignment is the positioning
of elements on a page.
Elements such as text, graphics,
and lines should all be aligned
with other elements around
them. There are two types of
alignment in design: Edge
alignment and center alignment.
Edge alignment is when
elements are aligned to the top,
bottom, left, or right edge of a
layout. Text aligned to the left is
most often used for paragraphs
and is most common in the
English language. Center
alignment is effective for
smaller text sections, such as
titles, headings, short lines of
text, and graphics.
Alignment increases appeal by
providing an organized layout of
the document. Alignment
creates connection and
consistency on the page by
organizing elements according
to the grid. Centered alignment
increases appeal because it
creates symmetry on a page.
Left or right alignment creates
an invisible, straight edge which
is visually appealing to the
audience.
In this manual, the text is
aligned to the left. As you can
see, there is a consistent
boundary for the text in which
all of the words align.
By creating a unified page
layout using alignment, users
require less time and effort
to read. When text is
centered, users can often
read easily because the lines
are short. A left aligned text
creates a consistent place for
the readers to focus their
eyes for each line. This
makes it easy for the eye to
find the next line to read
In the example below, the
text is centered to align with
the middle of the card. Given
the amount of information
that is on the card, centering
the text makes the card look
balanced.
 Enclosure
Enclosure is a design property in which information is separated into groups using positive and
negative elements.

Separation in the text suggests that the information that is enclosed is in some way different to the
surrounding information. Positive elements of enclosure consist of lines, borders, and shadings.
Negative elements of enclosure incorporate negative space to show that information is independent or
distinct from the rest. This negative space or gaps on the page are a strong indicator of enclosure.

Enclosure allows a reader to easily see important information by setting it apart from other information.
It can help readers by allowing them to focus on one location on the page at a time, and drawing their
attention to the enclosed space.

Enclosure increases appeal by exerting a strong visual emphasis. It can make a page design look more
organized with separate information all in its own place. When combined with other elements of design,
enclosure can be a very useful tool.

At the top of this page, the title “Enclosure” is surrounded by a square border. This space is defined
with a purple background filling the open area. The contrast on the page paired with the dark purple
border draws readers eyes to this location. Because the title is set apart from other information, readers
can assume it is of greater importance.

In the wedding invitation to

the right, information is
separated by boxes. This
makes it easy for readers to
mentally distinguish between
the different parts of the letter.
While the right box provides
useful information for the
guests, the left box contains a
space where the recipient is
supposed to fill out
information. The open,
negative space between the
boxes helps to further separate
the boxes. This use of
enclosure successfully creates
a two visual focal points in
the invitation.
 Hierarchy
Hierarchy is the use of visual properties to show importance, order, and structure on a page.
Visual properties that can help distinguish importance are titles/headings, typography, positioning of
elements, contrast, and similarity. Each of these visual properties can help to form the structure of the
page.

Using hierarchy allows readers to navigate through the document by emphasizing important parts.
Users can easily scan through the text and see its structure more easily. When hierarchy is done
properly, a reader will be able to form mental connections between sections and know how they
relate to each other in terms of importance.

The contrast of visual properties in the text helps to create a sense of structure. Contrast is the
difference between two or more elements. The more differences there are between elements, the
greater the contrast. Often times, larger, bolder, brighter fonts stand out to the reader and can help
readers distinguish the hierarchy of the document.

The document to the right

shows hierarchy by using
visually distinct headings.
The document emphasizes
importance by having a lot
of contrast in the text. The
headings are in a larger
font that are a different
color and font style than
the rest of the text. The
contrasted text catches the
reader's’ attention and
allows readers to know
what kind of information
can be found under the
heading.

Hierarchy can also be found on this page layout as well. The title uses contrast with a different color
background than the rest of the page. The major design element described on the page is colored
dark purple with a larger, and visually different font. Other important words are also colored in a
lighter purple shade. These visual properties help create a hierarchy for the reader by creating levels
of importance.
 Proximity
Proximity shows grouping and connection by placing related objects near each other.
Designers should place design objects that are related to each other in close proximity to each other.
This is because readers associate close objects as being related. There are two major forms of
proximity. Absolute proximity is the measured distance between objects. Relative proximity is the
comparison of an object’s location in relation to other objects.

Using proximity helps readers to not have to wander the page looking for objects of related
information. When elements of a document are placed near each other, readers will likely form a
mental grouping of those objects and connect them together.

Using separate headings, texts, and graphics can increase the appeal of a page. By using the design
principle of proximity it can decrease the chance of confusion among readers. Like items placed near
each other on the page can create a collage-like feel in your document as well.

Looking at the example to

the right, you will notice
proximity used in the
itinerary. Each activity for
the day is written out next to
a corresponding picture. The
staggering of the pictures and
word phrases on each side of
the timeline avoids making it
look like all the pictures or
all the words go together.
Proximity can be used to
show what is not related, as
well as what is related. This
itinerary shows both uses of
proximity.

Proximity is also visible on this page as well. It is easy to see that the above image is located in
proximity to the words on the left of the image describing it. Users can first read the text and find the
closest image to the right, with confidence that they contain related information. The physical distance
on the page for the reader’s eyes to travel is very minimal. This minimal strain on the eyes makes
reading more efficient.