Basic Elements of Design

A summary of the book by Robin Williams “Non-Designer’s Design Book”

Principles of Design

All Print ads

Power Point

Web design

Good design is good design no matter what the format

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Contrast......

Repetition…

Alignment…

Proximity…

If two things are not the same,

make them REALLY different.

Repeated elements strengthens organization.

Give every element a visual connection to another element.

Items related to each other should be grouped close together.

Principles of Design

Proximity

What does the word proximity mean?

Each student will be issued a note card. You will have three minutes to group yourselves into groups of things that are similar.

At the end of 3 minutes select a representative who will tell the class what cards you have and what you all have in common.

Key idea:

Group related items together.

Proximity

Problems:

The two items in top left are in close proximity but not related

Gaps separate related items

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Implies a relationshipProximity

Solution:

Regroup information Change to caps/lower case Use squared edges Let image break out of box

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Proximity

1. When several objects are in close proximity to each other, they became more organized.

2. You understand where to begin reading and when you are finished.

3. White space (area void of text and graphics) becomes more organized.

1. When several objects are in close proximity to each other, they became more organized.

2. You understand where to begin reading and when you are finished.

3. White space (area void of text and graphics) becomes more organized.

Proximity

What could the designer do to make the navigation bar easier to scan?Proximity

Elements that are intellectually connected should also be visually connected.

Proximity

Squint your eyes and count the

number of visual elements.

If there are more than 3-5 items, can

some be grouped in closer proximity to become one visual

unit?

Avoid too many separate elements on the page. Don’t stick things in the corners and in the middle. Don’t create relationships with elements that don’t belong together. If they’re not related, move them very far apart.

Proximity

Basic Design Elements Packet1. Complete your notes using this PowerPoint.

2. Look through the magazine and find an ad that demonstrates good use of proximity.

3. Label with a Sharpie the elements that are separated.

4. Choose which one of the three ideas on the yellow sheet. Sketch out your text using the Principle of Proximity in the top left quadrant of your sketch sheet. Do not draw any pictures or elements, use only the text.