The Four Basic Principles
of Document Design
Robin Williams’
The Non-designer’s Design Book
Adapted from
by Kelly Daniels
Overview
Proximity: Group related items together.
Alignment: Every element should have
some visual connection with another element on
the page.
Repetition:
Repeat Visual elements of the
design throughout the piece.
Contrast:
Elements should either be the
same or very different. Avoid elements that
are merely similar.
Proximity: Group related
elements together
GG Marquez
404.555.5555
Café Macando
GG Marquez
Café Macando
100 Solidad Lane
Bogota, Columbia
100 Solidad Lane
Bogota, Columbia
404.555.5555
Which is the better document
design for a business card?
Alignment:
Every item should have
a visual connection with something else on
the page.
Café Macando
Café Macando
GG Marquez
100 Solidad Lane
Bogota, Columbia
404.555.5555
GG Marquez
100 Solidad Lane
Bogota, Columbia
404.555.5555
Now which card looks better?
Repetition:
Repeat Visual
elements of the design throughout the
piece.
Café Macando
Café Macando
GG Marquez
GG Marquez
100 Solidad Lane
Bogota, Columbia
404.555.5555
100 Solidad Lane
Bogota, Columbia
404.555.5555
Look what a little repetition of a
bold font style can do.
Contrast:
Elements should either be
the same or very different. Avoid elements that
are merely similar.
Café Macando
GG Marquez
100 Solidad Lane
Bogota, Columbia
404.555.5555
The heading on the card on the
left is a different font, but from a
similar font family. This leaves
most readers with a vague sense
of unease. It doesn’t quite look
right.
Café Macando
GG Marquez
100 Solidad Lane
Bogota, Columbia
404.555.5555
If you’re going to use the
principle of contrast, don’t be a
wimp. Leave no doubt in the
reader’s mind that you meant
for these elements to be
different. Learning about font
families will help in achieving
effective contrast.
You can apply these principles to any
document. Use your judgment. Blood
red text or Chiller font is not appropriate
for every occasion, but the principle of
contrast can be. This demonstration
made use of a couple of fonts and a
bold font style. When you introduce
colors and graphic elements, these
principles can be quite dramatic. Play
around, have fun, save a conservative
draft in case you screw something up.