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  1. 2011.02.25 4 basic design principles

4 basic design principles

Education | 2011.02.25 02:08 | Posted by 스마트 안전보건

These four principles are not all there is to know about graphic design, but
understanding these simple related concepts and applying them to slide design

can make for far more satisfying and effective designs.

They are CARP (Contrast, Alignment, Repetition, and Proximity).

Design Basic (CARP)


Contrast simply means difference. And for whatever reason—perhaps our
brains think they are still back in the savannah scanning for wild predators—we
are all wired to notice differences. We are not conscious of it, but we are
scanning and looking for similarities and differences all the time. Contrast is
what we notice, and it’s what gives a design its energy. So you should make
elements that are not the same clearly different, not just slightly different.

Contrast is one of the most powerful design concepts of them all because
really any design element can be contrasted with another. You can achieve
contrast in many ways—for example, through the manipulation of space (near
and far, empty and filled), through color choices (dark and light, cool and
warm), by text selection (serif and sans serif, bold and narrow), by positioning
of elements (top and bottom, isolated and grouped), and so on.



The whole point of the alignment principle is that nothing in your slide design
should look as if it were placed there randomly. Every element is connected
visually via an invisible line. Where repetition is more concerned with elements
across a deck of slides, alignment is about obtaining unity among elements
of a single slide.


Even elements that are quite far apart on a slide should have
a visual connection, something that is easier to achieve with the use of grids.
When you place elements on a slide, try to align them with another element.



The principle of repetition simply means the reusing of the same or similar
elements throughout your design. Repetition of certain design elements in a
slide or among a deck of slides will bring a clear sense of unity, consistency,
and cohesiveness.


Where contrast is about showing differences, repetition is
about subtly using elements to make sure the design is viewed as being part
of a larger whole. If you use a stock template from your software application,
then repetition is already built into your slides. For example, a consistent
background and consistent use of type adds unity across a deck of slides.



The principle of proximity is about moving things closer or farther apart to
achieve a more organized look. The principle says that related items should be
grouped together so that they will be viewed as a group, rather than as several
unrelated elements.


Audiences will assume that items that are not near each
other in a design are not closely related. Audiences will naturally tend to group
similar items that are near to each other into a single unit.



The design big four carp
Design basic carp

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