P a r c Presentation Lisa Flowers
Contents Proximity
3
Alignment
4
Repetition
5
Contrast
6
Type Contrast
7
Proximity
P
Proximity is achieved when similar items are placed near each other or grouped together and are seen as belonging together. They will appear more organized and clearly defined. When proximity is used correctly, the spacing between the information helps to determine when one piece of information stops and another begins. In the end the result is more pleasing to the eye.
What to avoid The problem with the first example is that none of the items are grouped together on the card. There are five items placed in separate locations and two of them are bold, so it’s not clear which items should be read first or last. Purposely designed for this exercise by Lisa Flowers.
How to get it By grouping similar elements together and creating clear lines the card is much more organized and easier to read. I did this by simply left aligning the grouped items. Purposely designed for this exercise by Lisa Flowers.
alignment
A
The arrangement of items on a page should match up as close aspossible or grouped together to create natural lines, which makes the page more appealing and easy to read. There should be a visual connection between items on the page and should not be randomly placed. When items are randomly placed on a page, it can appear as messy and disorganized.
What to avoid None of the items are aligned in this first example. The three items are randomly placed and disorganized. There is no clear path for the audience to follow. Purposely designed for this exercise by Lisa Flowers.
How to get it By grouping similar elements together and creating clear lines the items are more organized and easier to read. This was done by simply creating a clear horizontal alignment. Purposely designed for this exercise by Lisa Flowers.
Repetition
r
Repetition adds organization and creates a strong relationship between elements, which helps guide the reader through the page. This can be done by repeating similar or related elements on one page or across multiple pages, such as color, size, texture, line or shapes that are used more than once. If overused, it can be distracting.
What to avoid
n ne
This example has no organization or consistancy. It shows no clear repetition of patterns, shapes, font or alignment. Also, there is no clear path for the audience to follow.
o
Purposely designed for this exercise by Lisa Flowers.
How to get it
This example has strong feel of repetition. The use of repetition is seen in the font, shapes and the color throughout. Purposely designed for this exercise by Lisa Flowers.
rr
r r r rr
contrast
c
Contrast is two or more related elements displayed differently on a page and the differences should be obvious. Common ways of creating contrast is done by varying differences in size, shape, color, type, texture, alignment and movement. A few examples are light and dark, smooth and rough, thick and thin.
What to avoid
In order to be Irreplaceable One must always be
Contrast was not used effectively in this design. All of the text is the same font. Also the rule, logo and background color are too similar, making the design less interesting. Purposely designed for this exercise by Lisa Flowers.
Different - Coco Chanel
How to get it Contrast is used effectively throughout this design. The use of two different typefaces in white adds better contrast against the black background, and the black logos against the white background also adds contrast. Purposely designed for this exercise by Lisa Flowers.
Inordertobe
Irreplaceable
Onemustalwaysbe Different - Coco Chanel
type contrast
T
Type contrast is used to emphasize certain text. Creating contrast in text can be done by varying the differences in size, weight, structure, form, direction, and color. Below are six examples of creating typographic contrast.
Size: Big type versus little type
jack
Weight: Refers to the thickness of the strokes
Live Love Laugh
Structure: The structure of a typeface refers
Think outside the box
Form: The form of a letter refers to it’s shape -
What would you do?
- contrast heavy weight with light weight.
to how it is built - monoweight or think/thin.
caps versus lowercase is a contrast form.
Direction:
Horizontal type versus tall, narrow columns of type rather than type on a slant.
Color: Warm colors come forward; cool colors recede. Experiment with “colors”.
you don’t know
Live
in the
sunshine.
design brief
thank you! lisa flowers | lflowers2@mwcc.edu