The Four Basic Principles of Design

I'm reading this wonderful book by Robin Williams. It's definitely a must have for your bookshelves! And the best thing about this book is its slimness. You can finish it on your plane ride to the next An Event Apart conference! ;)

Here's a brief excerpt from Chapter One:

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The Four Basic Principles

The following is a brief overview of the basic principles of design that appear in every well-designed piece of work. Although I discuss each one of these principles separately, keep in mind they are really 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, sophisiticated, 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.

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Excerpt from The Non-Designer's Design Book, Third Edition, by Robin Williams.