1. Contrast
Avoid elements on the page being too similar. If the page elements, such
as type, colour, size, line thickness, etc are not the same, then make
them very different. Contrast is very important for visual attraction
and help communication by leading you around the page.
2. Repetition
Repeat visual design elements throughout the piece. You can repeat colour,
shape, spatial relationships, line thickness, etc. This helps develop
an organised layout, it gives the design weight and fosters trust in
the viewer.
3. Alignment
Nothing should be placed on the page arbitrarily. Every element should
have some visual connection with another. This creates clean, contemporary
lines and allows increased readability and communication.
4. Proximity
Items relating to each other should be grouped close together. When several
items are in close proximity, they become one visual unit rather than
separate items. This help to organise the page and reduce clutter.
This is your simple guide to avoiding bad design. As the acronym suggests,
if your collateral isn't passing these tests, then it could do with a
little bit of work.
This is a great book for picking up simple, straightforward rules for
assessing design work. We'll be adding bits of easily digestible theory
as the months go by, which will help you assess your marketing collateral
and consider whether you are getting the service you require.
If you would like us to review any
of you marketing materials, please visit the FREE
analysis page or contact
us on 01908 231401 or at info@travisbead.com for
a no obligation review.
