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The Four Elements of Good Design for Beginners

by Robin Williams and Scott Tollett          

Contrast Repetition Alignment Proximity

REVIEW:

A rather dull but typical report cover; centered, evenly spaced to fill the page.  If you didn't read English, you might think there are six separate topics on this page.  Each line seems an element unto itself.

PROXIMITY

If items are related to each other, group them into closer proximity.  Separate items that are not directly related to each other.  Vary the space between to indicate the closeness or the important of the relationship.

By putting the title and subtitle close to each other, we now have one well-defined unit rather than six apparently unrelated units.  It is now clear that these two topics are closely related to each other.

When we move the by-line and date further away, it becomes instantly clear that although this is related information and possibly important, it is not part of the title.

ALIGNMENT

Be conscious about every element you place on the page.  To keep the entire page unified, align every object with an edge of some other object.  If your alignments are strong, then you can choose to break an alignment occasionally and it won't look like an mistake. 

Even though the author's name is far from the title, there is a visual connection between the two elements because of their alignment. 

This right alignment gives a stronger edge, a stronger line for your eye to follow than the previous example.  A flush left or flush right example also tends to impart a more sophisticated look than does a centered alignment.

REPETITION

Repetition is a stronger form of being consistent.  Look at the elements you already repeat (bullets, typefaces, lines, colors, etc); see if it might be appropriate to make one of these elements stronger and use it as a repetitive element.  Repetition also helps strengthen the reader's sense of recognition of the entity represented by the design.

The distinctive typeface in the title is repeated in the author's name, which strengthens their connection even though they are physically far apart on the page.

The small triangles were specifically added to create a repetition.  Although they each point in a different direction, the triangular shape is distinct enough to be recognized each time.

The 'color' of the triangles is also a repeated elements.  Repetition helps tie separate parts of a design together.

CONTRAST

The strong contrast - black versus white - attracts your eye to this page.  You can add contrast in many ways - rules (lines), typefaces, colors, spatial relationships, directions, etc. 

Contrast in the type by making the subtitle italic vs. the roman of the title and by-line.