Mastering Design Principles in Business Publications

1. Design Principles 3.02 Understand business publications

2. Five Principles of Design • Balance • Proximity/unity • Alignment • Repetition/consistency • Contrast • White space 3.02 Understand business publications

3. Balance • Graphics don’t overpower text • Page is not too heavy on one side or the other • Example: http://www.ithinktoo.com/Design1/balance/balance_example/balanceeg.html 3.02 Understand business publications

4. Proximity/Unity • Distance between elements on a page • Used to demonstrate a relationship or a lack of relationship between elements • Example: http://www.ithinktoo.com/Design1/Proximity/proximity_example/proximityeg.html 3.02 Understand business publications

5. Alignment • Justification of elements • Related items should be justified the same to emphasize their relationship to each other. • Example: http://www.ithinktoo.com/Design1/alignment/alignment_example/alignmenteg.html 3.02 Understand business publications

6. Repetition/Consistency • Consistent pattern of font and color schemes and graphic types • Specific font, size, and style for headings, subheadings, and body text. • Do not mix photographic images and cartoon images on the same page. • Example: http://www.ithinktoo.com/Design1/repetition/repetition_example/repetitioneg.html • Scheme - a planned combination of elements, such as a combination of font styles and sizes 3.02 Understand business publications

7. Contrast • Emphasizing the most important elements on a page with color and size • Example: http://www.ithinktoo.com/Design1/contrast/contrast_example/contrasteg.html 3.02 Understand business publications

8. White Space • Blank or negative space on a page • Used to focus the reader’s attention on important details • Used to give the reader’s eyes a break • Does not have to be white • Example: http://www.ithinktoo.com/Design1/white_space/whitespace_example/whitespaceeg.html 3.02 Understand business publications