Proximity
Proximity means grouping elements
together so that you guide the viewer/reader to different parts of the message.
Notice below in the template on the left, taken from Apple’s Pages,
related elements are grouped together, as opposed to the linear arrangement of
amateur designs as shown on the right
Alignment
Another important design principle
is aligning elements in a visual and readable arrangement. Most amateur
designers start off by aligning everything in the center of the page, but
that’s not the only way. Again with the “scattered” looking design, we can see
the alignment of elements that helps keep the design balanced. The top group of
text is left-aligned, and three larger text elements are vertically aligned.
Repetition
Like the use of repetitious hooks in
a song, repeating elements in a graphic design can be visually appealing. In
the two examples below, a numbered list is used, but there’s also the
repetition of the blue circles that make a bolder statement.
Contrast
Contrast between design elements can
make a presentation stand out and get noticed. Take for example this original
template from the personal graphic design site, Canva.com. The
elements of the design are grouped together, with strong alignment and
repetition of of the arrows and bullet points. But for some
purposes, the original design could be a little flat.
White Space
Depending on the presentation, the
use of white space can be very powerful in design. It’s useful when you want to
make a direct message, to stand out above the clutter found in many graphic
designs. In this Canva business card template, the empty space helps bring
clarity to the message.
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