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Basic Design Guidelines
Desktop publishing can seem like a daunting task. However,
you don't have to be an artist to create effective marketing
materials -- you just have to know a few basics. The
following is adapted from Robin Williams' book, The
Non-Designer's Design Book.
Simplify the process with these design guidelines:
- Contrast
What is it?
Contrast occurs when elements within your materials
are varied in order to attract attention, highlight
key areas, and make your materials more visually interesting.
How?
You can add contrast to your materials by varying
size, color, font, spacing, etc. For example, use
a "drop cap," making the first letter of a section
very large in contrast to the rest of the text. Using
elements that are big and small, or light and dark,
is also an effective technique.
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Drop Cap |  |
The heading font is bigger
than the font in the text.
A bold line separates the
heading from text.
small VS. BIG |
Example from the Field
Community Teamwork, Inc., contrasts large white
type against a black background to highlight their
Foster Grandparent Program. Click to see this example.
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Repetition
What is it?
Repetition occurs when an element is repeated to
give a sense of unity.
How?
You might repeat a specific logo or color throughout
your document. You might use repetition in the form
of a motif that is carried throughout your materials.
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The logo is repeated
throughout the document. |
Example from the Field
Repeated use of star shapes in Dane County's flyer
for its annual recognition ceremony emphasizes the
event's aim to honor RSVP's "stars" and serves as
a tasteful frame for the flyer text. Click to see
this example.
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Alignment
What is it?
Alignment occurs when a consistent layout is used
to provide order and increase readability. Align
text consistently, either right, left, or centered.
How?
You can use a grid layout with consistent margins
to organize columns of text. This makes newsletters,
brochures, and newspapers more readable.
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Three-column
layout design. |  |
All text is
right aligned. |
Example from the Field
By following a simple three-column layout framed
with clean external margins, the front page of this
newsletter could contain three stories and logo
art without seeming cluttered. Click to see this example.
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Proximity
What is it?
Proximity occurs when similar items are grouped
or placed together in order to visually emphasize
their commonality.
How?
Rather than scattering several small photos, you
can put them together to draw attention and create
impact.
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Pictures of the same size
are grouped together. |
Example from the Field
A flyer advertising a cookbook to benefit Community
Services, Inc.'s FGP, SCP and RSVP programs groups
related text items together, allowing the viewer
to quickly absorb important information about the
fundraiser. Click to see this example.
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Simplicity
What is it?
Always try to keep it simple. For example, using
too many different kinds of design elements can
cause confusion and decrease readability.
How?
Don't mix too many different fonts, colors, or styles
on your pages. Keep the alignment consistent, group
similar items together, and give the page a sense
of unity. The image on the left below is "too much
of a good thing"! Keep in mind that less is more.
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Too many design elements are disorienting. |  |
Simplicity gives a clean, readable look
and feel. |
Example from the Field
A flyer advertising an RSVP annual recognition ceremony
is a good example of simplicity. The flyer has been
edited down to the essential information, which
is lined up on the left side of the page. Click
to see this example.
"Before and After"
Examples
Here are a few "before and after" examples. Click on
the "after" link to see an example of a flyer created
with the five basic design guidelines in mind. Notice
how the design guidelines were used to dramatically
improve the materials.
Bringing
It All TogetherThe following flyer makes use of effective design guidelines such
as contrast, repetition, alignment, proximity, and simplicity.
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