Design Principles
3.02 Understand business publications
Slide 1
Six Principles of Design
1. Balance
2. Proximity/unity
3. Alignment
4. Repetition/consistency
5. Contrast
6. White space
Slide 2
Balance
Graphics don’t overpower text
Page is not too heavy on one side or the
other
 such as, putting matching text boxes at
the top and bottom of a publication
Example:
 http://www.ithinktoo.com/Design1/balance/balance_example/balanceeg.html
Slide 3
Proximity/Unity
Distance between elements on a page
Used to demonstrate a relationship or a
lack of relationship between elements
such as, you must put captions (text) next
to the related photograph
Example:
http://www.ithinktoo.com/Design1/Proximity/proximity_example/proximityeg.html
Slide 4
Alignment
Justification of elements
Related items should be justified the
same to emphasize their relationship to
each other
such as, the text giving the location, date, time, and
cost of an event are all CENTERED on a flyer
Example:
http://www.ithinktoo.com/Design1/alignment/alignment_example/alignmenteg.html
Slide 5
Repetition/Consistency
Consistent pattern of font and color
schemes and graphic types; repeated fonts,
color schemes, or graphics
1. Specific font, size, and style for headings,
subheadings, and body text.
2. Do not mix photographic images or digital and
cartoon images on the same page.
 Scheme - a planned combination of elements,
such as a combination of font styles and sizes
Slide 6
Repetition/Consistency (continued)
Scheme examples:
In a publication:
all the Headings are keyed in 14 pt. Arial font and
the Body is keyed in 12 pt. Times New Roman font
or all the text is in the same font type/style
The graphics that are used all relate to the
topic of the publication
Example:
http://www.ithinktoo.com/Design1/repetition/repetition_example/repe
titioneg.html
Slide 7
Contrast
the use of color and size to emphasize the
most important elements on a page
for example:
Use black font on a light pink colored page
Use white font on black paper
Use light gray on dark blue
Example:
http://www.ithinktoo.com/Design1/contrast/contrast_example/contrasteg.html
Slide 8
White Space
White space is: blank or negative space on
a page
Used to give the reader’s eyes a break
Used to focus the reader’s attention on important
details
White Space does not have to be white
Examples of White Space:
Using wide margins to create white space
• An example of poor use of white space: putting text
boxes in the margins of a publication
Example:
http://www.ithinktoo.com/Design1/white_space/whitespace_example/whitespaceeg.html
Slide 9