Design Tip

White space (the absence of text and graphics) is vital to graphic design. The key is to add just enough white space so the eye knows where to go and can rest a bit when it gets there.

You can control white space in the following location: margins, paragraph spacing, spacing between lines of text, gutters (the space between columns), and surrounding text and graphics.

Tips on principles of Design

four principles of design: balance, emphasis, rhythm, and unity. Below are some tips on the same.

Balance:

• Repeat a specific shape at regular intervals, either horizontally or vertically.
• Center elements on a page.
• Put several small visuals in one area to balance a single large image or block of text.
• Use one or two odd shapes and make the rest regular shapes.
• Lighten a text-heavy piece with a bright, colorful visual.
• Leave plenty of white space around large blocks of text or dark photographs
• Offset a large, dark photograph or illustration with several small pieces of text, each surrounded by a lot of white space.

Rhythm:

• Repeat a series of similarly shaped elements, with even white spaces between each, to create a regular rhythm.
• Repeat a series of progressively larger elements with larger white spaces between each for a progressive rhythm.
• Alternate dark, bold type and light, thin type.
• Alternate dark pages (with lots of type or dark graphics) with light pages (with less type and light-colored graphics).
• Repeat a similar shape in various areas of a layout.
• Repeat the same element in the same position on every page of a printed publication such as a newsletter.

Emphasis:

• Use a series of evenly spaced, square photographs next to an outlined photograph with an unusual shape.
• Put an important piece of text on a curve or an angle while keeping all of the other type in straight columns.
• Use bold, black type for headings and subheads and much lighter text for all other text. Place a large picture next to a small bit of text.
• Reverse (use white type) a headline out of a black or colored box.
• Use colored type or an unusual font for the most important information.
• Put lists you want to highlight in a sidebar in a shaded box.

Unity:

• Use only one or two typestyles and vary size or weight for contrast throughout the publication, presentation, or web site.
• Be consistent with the type font, sizes, and styles for headings, subheads, captions, headers, footers, etc. throughout the publication, presentation, or web site.
• Use the same color palette throughout.
• Repeat a color, shape, or texture in different areas throughout.
• Choose visuals that share a similar color, theme, or shape.Line up photographs and text with the same grid lines.

The Psychology of Color

Color -- Associations
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Reds -- Energy, Passion, Power, Excitement
Oranges -- Happy, Confident, Creative, Adventurous
Yellows -- Wisdom, Playful, Satisfying, Optimistic
Greens -- Health, Regeneration, Contentment, Harmony
Blues -- Honesty, Integrity, Trustworthiness
Violets -- Regal, Mystic, Beauty, Inspiration
Browns -- Easiness, Passivity
Blacks -- Finality, Transitional Color