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Elements of Web Design

Four principles that govern web page design

FOUR PRINCIPLES OF WEB PAGE
DESIGN
PROXIMITY
ALINGMENT
REPETITION
CONTRAST

PROXIMITY

●When several items are close to each other they become one visual unit

●Be aware of what path the eye follows

●You should be able to create a logical progression from beginning to end

●The basic purpose of proximity is to organize.

●Organized information is more likely to be read and remembered

Example

How to create Proximity

●Squint ○Count the number of visual elements by the number of times your eye stops when reading.

●If you have more than 5 elements, see which ones can be grouped to make one unit.

Avoid

●Too many elements

●Sticking stuff in the corners and the middle

●Leaving equal amounts of white space between elements.

●Creating relationships with elements that don’t belong together

Examples

Example

ALIGNMENT

●Every Element should have some visual connection with another element on the page

●The basic purpose is to unify and organize the page

●Even if the separate elements are not physically close on the page, they can appear connected.

How to Create Alignment

●Be conscious of where elements are placed.

●Always find something else on the page to align with, even if they are far away from each other on the page.

○Find a strong line and use it, such as a photo or graphic.

●Use one text alignment for the whole page, all left, center or right. Never mix.

Alignment problems to avoid

●Avoid using more than one text alignment on the page (don’t center some and right-align other texts)

●Try hard to break away from a centered alignment unless your are trying to create a more formal presentation

Alignment Example

REPETITION

●Repetition of visual elements throughout the design unifies a piece by tying together otherwise separate parts.

●The purpose of repetition is to unify and to add visual interest

Repetition doesn't mean you have to repeat exactly the same thing.

● The headlines are all the same typeface, but different colors (unity with variety).

● The illustrations are all different styles, but all rather funky and 'fifties.

● Make sure you have enough repetitive elements so the differences are clear, not a jumbled mess.

● The recipes all follow the same format.

● When there's an underlying sense of structure, you can be more flexible with the other elements.

How to create repetition

●Be consistent

●Find repeated elements such as lines or boxes and make them stronger & more dramatic

●Add repeating elements such as numbered lists.

●Use contrast to accent repetitions.

How to create repetition

Avoid

●Repeating too much

Having every 3rd item in bold type will be distracting and boring.

●In order for contrast to work it must be strong.

●Don’t Be A Wimp. If two items are not exactly the same, then make them different. REALLY DIFFERENT.

●Contrast adds interest to the page.

CONTRAST

CREATING CONTRAST

●Add contrast with typeface choices, line thicknesses, colors, shapes, sizes, and space.

●Make it strong, make it noticeable.

●Avoid using two or more typefaces that are similar.

●If items are not exactly the same, make them different.

CONTRAST EXAMPLE

Assignment: Graphic Design

○CreateaPostertoIllustrateeachof the4Principles:Contrast,Repetition, Alignment,andProximity

○SetYourimagesizeto8.25"x10.25" at300ppi.

○Youmayusetext,shapes,images& fontstoillustrateyourunderstanding ofeachprinciple.

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