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