C.R.A.P.

4 basic principles of visual design

The past week I’ve had to confront my actual abilities in graphic design. I’ll admit that I’ve hacked my way through some past design projects using only keynote, but I don’t think that’s going to fly any longer. To honor this transition into design adulthood (aka Adobe Illustrator), I thought I’d share the 4 basic principles that were shared with me* long ago and represent the present extent of my knowledge as a visual designer. Not to knock it–this little acronym has gotten me pretty far… just remember CRAP: Contrast, Repetition, Alignment and Proximity.

Contrast

What it is
Our eyes are drawn to contrast. Works when elements are very different

Why it matters
Creates a focus where there’s supposed to be a focus.

How to use it
Use contrast to make elements pop and draw attention.

Repetition

What it is
Ties together items and parts that are otherwise separate.

Why it matters
Unifies and adds visual interest. Like an all black outfit with red shoes, the black repeats and the red shoes pop (contrast).

How to use it
Repeat to create unity, interest and contrast.

Repetition

JK.

Alignment

What it is
Creates a visual connection between elements in the piece.

Why it matters
Helps the piece read as a strong, cohesive unit and communicate clearly.

How to use it
Be intentional about where you place your elements and look for how things align.

Proximity

What it is
Placing related items in close proximity to each other creates a relationship.

Why it matters
Creates organization: makes your information more likely to be read and remembered.

How to use it
Look for what can be grouped together to become a visual unit

*a very smart person at the d.school is responsible for sharing this content with me. Original author is unknown to me.