User:DangerouslyPersuasiveWriter/sandbox/School Notes/Visual Literacy/The Non-Designer's Design Book

Chapter 1: The Joshua Tree Epiphany
This short chapter explains the four basic principles in general.

Good Design is as easy as 1-2-3
 * learn the principles.
 * They're simpler than you might think.
 * Recognize when you're not using them.
 * Put it into words -- name the problem.
 * Apply the principles.
 * You'll be amazed.

The Four basic principles (CRAP)
The principles are interconnected. Rarely will you apply only one principle.

Contrast
The idea behind contrast is to avoid elements on the page that are merely similar. If the elements (type, color, size, line thickness, shape, space, etc.) are not the same, then make them very different. Contrast is often the most important visual attraction on a page— it’s what makes a reader look at the page in the first place.

Repetition
Repeat visual elements of the design throughout the piece. You can repeat colors, shapes, textures, spatial relationships, line thicknesses, fonts, sizes, graphic concepts, etc. This develops the organization and strengthens the unity.

Alignment
Nothing should be placed on the page arbitrarily. Every element should have some visual connection with another element on the page. This creates a clean, sophisticated, fresh look.

Proximity
Items relating to each other should be grouped close together. When several items are in close proximity to each other, they become one visual unit rather than several separate units. This helps organize information, reduces clutter, and gives the reader a clear structure.

Chapter 2: Proximity
Very often in the work of new designers, the words and phrases and graphics are strung out all over the place, filling corners and taking up lots of room so there won’t be any empty space. There seems to be a fear of empty space.

When pieces of a design are scattered all over, the page appears unorganized and the information may not be instantly accessible to the reader. Robin’s 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 or groups of information that are not related to each other should not be in close proximity to the other elements, which gives the reader an instant visual clue to the organization and content of the page.

A very simple example illustrates this concept. In the list below, on the left side, what do you assume about all those flowers? Probably that they have something in common, right? In the list below-right, what do you assume? It appears that the last four flowers are somehow different from the others. You understand this instantly. And you understand it without even being conscious of it. You know the last four flowers are somehow different because they are physically separated from the rest of the list. That’s the concept of proximity— on a page (as in life), physical closeness implies a relationship.

Marigold Pansy Rue Woodbine Daisy Cowslip Carnation Primrose Violets Pink

Marigold Pansy Rue Woodbine Daisy Cowslip


 * Carnation


 * Primrose


 * Violets


 * Pink

The idea of proximity doesn’t mean that everything is closer together; it means elements that are intellectually connected, those that have some sort of communication relationship, should also be visually connected. Other separate elements or groups of elements should not be in close proximity. The closeness or lack of closeness indicates the relationship.