If you are an instructional designer, desk top publisher, or interested in creating logos, ads, or web pages, then following design principles will help you produce great visuals and texts. The Non-Designer’s Design Book 2nd Edition written by Robin Williams (2003) explains the four basic principles of design in terms that are easy to understand, learn, and apply. Her book was not written for design school students, it was written for those of us who have found a need to use type and imagery to create materials in our work or personal space.

Contrast

When using contrast, it must be obvious. A slight contrast does not make much difference in how a viewer sees the imagery. Contrast could be in the form of color, size, or shape. It’s the difference between bright orange and light blue, a square and triangle, or italics and larger, bold print.

Alignment

In word programs, the text is usually aligned with left, center, or right justification. The idea is to create text that is visually appealing and easy to read. Long texts can be organized into groups using bold faced subtitles that are left justified with the rest of the text in paragraphs or lists beneath the subtitles. Imagery should also be aligned to compliment the text but not to overwhelm the page.

Repetition

There’s a certain feeling of unity when design elements are repeated throughout the creative space. One can repeat icons, shapes, color, spatial dividers, and lines and so on.

Proximity

Related images or texts should be placed next to each other to show relationships. Grouping like elements also allows the designer to create spatial distance and order.

Contrast, alignment, repetition, and proximity, when used together can help the designer create a beautiful and dynamic space. The idea is to use these principles to create a balanced design, to tie the elements together so the meaning of the work will be obvious. Too much of one design element can upset that balance and confuse the viewer.

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