Design 101

The Nondesigner’s Handbook by Robin Williams

What is design?Almost everything we come in contact with on a

daily basis has been designed by someone.Look around…

Definitionde·sign (d-zn) v. de·signed, de·sign·ing, de·signs

v.tr. 1. a. To conceive or fashion in the mind; inventb. To formulate a plan for; devise

2. To plan out in systematic, usually graphic form: design a new kitchen.

3. To create or contrive for a particular purpose or effect4. To have as a goal or purpose; intend.5. To create or execute in an artistic or highly skilled manner.

There are no accidents in design!

Graphic DesignGraphic design is the process and art of combining text and graphics and communicating an effective message in the design of logos, graphics, brochures, newsletters, posters, signs, and any other type of visual communication.

Proximity• The principle of proximity states that you group

related items together, move them physically close to each other so the related items are seen as one cohesive group rather than a bunch of unrelated bits.

• Items in close proximity to each other, become one visual unit rather than several separate units. This helps organize information, reduces clutter, and gives the reader a clear structure.

Upgrading your design skills is a gradual process and begins with clear communication.

Alignment• When items are aligned on the page, the result is a

stronger cohesive unit. Even when aligned elements are physically separated from each other, there is an invisible line that connects them, both in your eye and in your mind.

• Nothing should be placed on the page arbitrarily, but should have a visual connection with something else on the page.

• The principle of alignment is what tells the reader that even though these items are not close, they belong to the same piece.

Repetition• Repeat some aspect of the design throughout the

entire piece.• The repetitive element may be a bold font, a thick

rule (line), a certain bullet, color, design element, particular format, the spatial relationships, etc. It can be anything that a reader will visually recognize.

• But repetition goes beyond just being naturally consistent - it is a conscious effort to unify all parts of a design.

Contrast• Contrast is one of the most effective ways to add

visual interest to your page.• Contrast is created when two elements are

different. If the two elements are sort of different, but not really, then you don't have contrast, you have conflict. If two items are not exactly the same, then make them different. Really different.

• The important rule to remember is that for contrast to be effective, it must be strong. Don't be a wimp!

Don’t be a wimp about breaking alignment.