Contrast• If two things are not the same then

you should make them different.• Contrast Draws you eye to the page.

Big TitleSmall aftermath

Dark BackgroundLight writing

Go Big and Bold!

Repetition• Repeat some aspect of the design throughout

the entire piece.• A conscious effort to unify all parts of a design.

ALIGNMENT

• Nothing should be placed on the page arbitrarily.• Every item should have a visual connection with

something else on the page.

Centered Alignment

is Boring and is formal!

Right alignment

is more daring and modern

Left alignment is more sophisticated

Proximity• Grouping related items together• If the information is organized and grouped

together it is more likely to be read.

Apples…Apples are red, Green or Yellow Apples have stars in the middleThey have a stemAnother part of an apple is the skin

Pumpkins…Pumpkins are OrangePumpkins have seeds insideThey have stemsThey grow on a vine

FontsSans Serif• “Sans” means “without”• Sans Serif does not have feet on the

letters• It has classic grace of an oldstyle, but with

the serifs removed

Apple SymbolsAyuthaya

Geneva

Serif• Serif’s have feet on the

letters• Serifs are very high on the

readability scale

BaskervilleChaparral

Black Oak std