- Williams, Robin
- Don’t be a wimp.
- Rule about Breaking Rules: You must know what the rule is before you can break it.
Proximity—move related items close together.
- When grouping items together, some changes might be needed to sizes, weight, and placement, contrast of images.
Alignment—“Nothing should be placed on the page arbitrary. Every item should have a visual connection with something else on the page.”
- “Centered” is a legitimate alignment but it is usually weak as it creates soft sides. Use left or right alignment to create strict edge.
- if you center text, at least make it obvious that it is centered.
- the professional typographic indent is 1 em.
- find a strong line and use it (for alignment)
- avoid using more than one text alignment on the page.
Repetition (being consistent)—“Repeat some aspect of the design throughout the entire piece.”
- repetitive element doesn’t have to be the same element. it could be variations or related items.
- Avoid repeating an element so much that it becomes annoying.
- overlapping pulling outside of the border helps unify
”Contrast various element of the piece to draw a reader’s eye into the page.”
- make contrast really different. don’t be a wimp
- YRB are primary colors
- Green Purple Orange are secondary
- next are tertiary
- you get secondary/tertiary colors by mixing equal amount of neighbor colors
- opposite colors are complementary
triads harmonize well
- YRB—primary triad. Green Purple Orange—secondary triad.
- split complement triads—choose opposite color, but use two adjacent ones instead
- analogous colors—two or three adjacent colors
- hue = pure color
- shade = hue + black
- tint = hue + white
- monochromatic = one hue + any number of its tints and shades
- warm colors (have red or yellow)—come forward
- cool colors (have blue)—recede into the background
- If more than one paragraph is quoted, the double quotation mark is set at the beginning of each paragraph, but at the end of the last only.
- kerning—adjust spaces around letters
- widow = <~7 chars on last line
- orphan = last line of paragraph on next page
- the style of punctuation should match the style of the preceding word
Concordant—only one type family with little or not variant.
- harmonious, sedate/formal
Conflicting—similar type faces but not much different.
- the lack of contrast results in conflict
- should be avoided
Contrasting—different typefaces (clearly)
- visually appealing and exciting
- oldstyle—for text
- modern—good for titles, big text
slab serif—no thick/thin transition, thicker. Clean and straightforward, good legibility.
- can be used in the body but looks darker/heavier
sans serif—no serif, monoweight (usually)
- if not monoweight, might be hard to combine
- script—sparingly, very large, never all caps
- decorative—go beyond your first impression: they can give different impression in different context.
- start with focal point
- group information (proximity)