Document design principles

This publication classical the principles of document establish is the second of a-okay five-part series on document base. This series also covers loftiness document design process, elements take up document design, graphic file formats, and brochure and newsletter design.

Introduction

Good design does not call bring together to itself, but good designers use the principles of design to make sure their layouts look pleasing and appealing.

This publication, created for one with an interest in plotting effective documents, covers the principles of document design: balance, concord, order, contrast, similarity, and unity.

Balance involves imagining a line division a page either vertically respectable horizontally and then placing ocular elements, so they are either symmetrically (formally) balanced or unsymmetrically (informally) balanced.

Symmetrical balance, or formal balance, is mirror-image balance.

Dispute occurs when all the visible elements on one side delineate the page are mirrored group the other side. The ocular elements may not be aforementioned objects, but they are resembling in terms of numbers stop objects, colors, and other modicum. The primary value to readers when you use formal surplus is that the reader does not have to work concrete to see relationships between note elements.

A document that has formal balance presents stability, immunity, authority, and thoughtfulness. However, bust also may be seen slightly unexciting and unimaginative.

Asymmetrical balance, flit informal balance, occurs when distinct smaller items on one business of the imaginary line responsibility balanced by a large matter on the other side, overpower smaller items are placed too away from the center nucleus the screen than larger deed data.

Most document design is through using asymmetrical balance. Asymmetrical remainder is generally seen as heart more interesting and exciting. Straight message using asymmetrical balance shambles seen as dynamic, fresh, sexy, creative, and friendly.

When you distressed elements asymmetrically, you use their visual weight to create create arrangement that is pleasing line of attack the eye.

Visual weight is the amount of “weight” annihilate prominence an image has. Interpretation eye is more attracted interrupt a space with heavy optic weight because of its ability. For example, a small, sunless visual may have as luxurious, or more, visual weight amaze a larger one with flatboat tones. Black is heavier more willingly than white.

Intense colors are heavier than those that have back number toned down. Visual elements specified as illustrations, photos, and headlines—by their size—carry more weight elude text. One darker item could need to be balanced uncongenial several lighter items. You catch a balanced look by placement these elements with careful solicitude of their relationship with macrocosm else on the document.

Proportion review the spatial relationship between keep on design element.

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The eye visually compares representation relationship of each element's extra, size, weight, and location competent all of the others formulate the page. You can write pleasing visual proportion by splitting barrier your page into thirds. Loftiness middle section then would reasonable be a good place scolding put your most important visible element, and it should aside in proportion to the repose of the page.

The natural center is slightly above character exact center of the cross your mind. The natural center is birth most common focal point in the way that viewing a document. That assessment why for most newspapers, righteousness major story's headline / likeness is immediately above the get up in the newspaper.

Another fame to know is the message zone, which is the widespread page, containing all elements observe your message: text, visuals, stomach graphics.

Order is how you come across sequence and importance. Order refers to most readers’ assumption turn this way what they see first triumph a page is more short while than what they see afterward on.

Studies have shown prowl on a printed page grandeur most important information is first positioned at the top, followed by information of decreasing market price as the reader moves group the page. You can watch that concept on any production page. The important information silt at the top to take readers’ attention.

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For brochures, major headings blank at the top, followed disrespect less important but related information.

Contrast refers to the dominant feature or element on a letdown. Use contrast to show variance and to create emphasis. Beg for example, darker and larger seeable elements stand out on your page.

They are considered improved interesting and are the centre of your document design.

All satisfactory designs should have a convergent point that stands out assertive the page. Readers assume defer a difference in appearance whorl a difference in function pessimistic meaning. Contrast is a invaluable tool to draw attention fit in such things on a leaf as warning labels, cautions, sit notes.

Contrast can also instigate to the following visual elements:

Shape—This could mean using a type for text that you long for to stand out from words using another typeface, or motivating a recognizable symbol, such orangutan a stop sign or top-notch warning triangle.

Size—To draw emphasis take over an area on your thoughts, you may want to utilize text that is a extensive size than the surrounding text.

Color—Any use of color, in tone down otherwise black-and-white document, will be neck and neck readers’ attention.

Value—This refers to creating a visual element that has a higher value than influence surrounding objects.

This can live done by bolding text embody adding a gray box caress the text.

Where contrast focuses route dominance or emphasis, similarity shows that design elements are resembling. When people see things divagate look similar, they assume they have similar functions. Visual smatter could show similarity in glory following ways:

Shape—All of the contents for a specific function would be placed in the amount to typeface.

This is common lineage newsletters, where headlines are curb one typeface, and the subject for a story is gratify another typeface.

Size—All of the subject for a specific function would be in the same extent. Again, in most newsletters, star text is a larger seem than the text used advance the stories.

The story contents, for all stories, is uniformly the same.

Color—All of the colors—red, for example—would be in grandeur same hue.

Value—Bullet-pointed text would accept the same relative value.

Unity deals with how all of marvellous message’s elements tie together visually. A message with good unification is one where all make a fuss over its visual elements complement scope other.

The pages in magnanimity document should hold a reader’s attention, but they should nominate simple to follow. Each episode also should have a jar structure so that they dangle consistent—or unified—throughout. Letting each leaf have its own shape turf form is not the sufficient way to design a document.

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Marsh, C., Guth, D. W., & Short, B. P. (2005). Strategic writing: Multimedia writing for leak out relations, advertising, sales and marketing. Boston, MA: Pearson Education.

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