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DESIGN PRINCIPLESBased on The Non-Designer’s Design Book
by Robin Williams
Presentation for SCI 2777 Storytelling with Data
Sr. Edith Bogue, Associate Professor, The College of St. Scholastica
Images from PowerPoint by Saul Greenberg
Where does your eye go?
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Based on The Non-Designers Design Book by Robin Williams
What directs your eyefrom one place to another?Design is subtle.
It guides your eye based on cognitive principles.
The basic principles are easy to learn.
PARCProximityAlignment RepetitionContrast
Based on The Non-Designers Design Book by Robin Williams
Proximity◦ related elements appear as a group
◦ separates unrelated elements
◦ white space is design
as much as the elements1
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Based on The Non-Designers Design Book by Robin Williams
Alignment◦ visual flow – most visible when absent
◦ connects elements in order
◦ vertical
horizontal
diagonal
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Repetition ◦ repeat throughout entire piece
◦ color, size, type, pictures, etc.
◦ consistency creates unity
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Contrast◦ makes differences obvious
◦ highlights dominant elements
◦ lesser elements come last
◦ generates dynamism
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Based on The Non-Designers Design Book by Robin Williams
Principles Work Together
title
subtext
three points
main point
sub point
Based on The Non-Designers Design Book by Robin Williams
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