The non-designer's design book

Proximity

Related items should be close together. Provides a clear structure. Think about how the eye should move. There should be a logical progression.

Avoid too many separate elements on a page.

Alignment

Nothing should be placed arbitrarily. Every elements should have a visual connection to some other element.

Avoid using more than one text alignment on the page. Try to break away from a centered alignment unless you are consciously trying to create a more formal, sedate presentation.

Repetition

Repeat visual elements to strengthen the unity. Adds visual interest.

Contrast

Avoid elements that are similar. If they are different make then very different. Most important visual attraction on a page. Aids in organization of the information. Be strong!

Extra tips and tricks

Creating a package, make use of repetitive elements.

Create a focal point. One element should dominant.

Use subheads that contrast.

Categories of type

Oldstyle (based on the handlettering of scribes)

Modern (radical thick/thin transition, vertical stress)

Slab serif (little or no thick/thin transition, thicker strokes)

Sans Serif (no serif)

Script (handlettered with a calligraphy pen or brush)

Decorative

Type contrasts

Size: big/small

Weight: thickness of the stroke

Structure: how a letter is build, thick/thin transition

Form: shape of the letter (lowercase vs uppercase). Text in all caps is harder to read because they have a similar rectangular shape.

Direction: how does the text flow (horizontal vs narrow columns)

Color: warm colors command our attention, cool colors recede from our eyes

The process

Start with the focal point. What do you want your reader to see first?

Group your information into logical groups. Create and maintain strong alignments.

Create a repetition or find items that can have a repetitive connection.

Create strong contrasts to attract the reader’s eye.