The Four Basic Principles

of Document Design

Robin Williams
The Non-designers Design Book
Adapted from

by Kelly Daniels

Overview
Proximity: Group related items together.
Alignment: Every element should have

some visual connection with another element on

the page.

Repetition:

Repeat Visual elements of the

design throughout the piece.

Contrast:

Elements should either be the

same or very different. Avoid elements that
are merely similar.

Proximity: Group related

elements together
GG Marquez

404.555.5555

Caf Macando
GG Marquez

Caf Macando
100 Solidad Lane

Bogota, Columbia

100 Solidad Lane

Bogota, Columbia
404.555.5555

Which is the better document

design for a business card?

Alignment:

Every item should have

a visual connection with something else on
the page.
Caf Macando
GG Marquez

100 Solidad Lane

Bogota, Columbia
404.555.5555

Caf Macando
GG Marquez

100 Solidad Lane

Bogota, Columbia
404.555.5555

Now which card looks better?

Repetition:

Repeat Visual
elements of the design throughout
the piece.
Caf Macando
GG Marquez

100 Solidad Lane

Bogota, Columbia
404.555.5555

Caf Macando
GG Marquez

100 Solidad Lane

Bogota, Columbia

404.555.5555

Look what a little repetition of a

bold font style can do.

Contrast:

Elements should either be

the same or very different. Avoid elements that
are merely similar.

Caf Macando
GG Marquez

100 Solidad Lane

Bogota, Columbia
404.555.5555
The heading on the card on the
left is a different font, but from a
similar font family. This leaves
most readers with a vague sense
of unease. It doesnt quite look
right.

Caf Macando
GG Marquez

100 Solidad Lane

Bogota, Columbia
404.555.5555

If youre going to use the

principle of contrast, dont be a
wimp. Leave no doubt in the
readers mind that you meant
for these elements to be
different. Learning about font
families will help in achieving
effective contrast.

You can apply these principles to any

document. Use your judgment. Blood
red text or Chiller font is not
appropriate for every occasion, but the
principle of contrast can be. This
demonstration made use of a couple of
fonts and a bold font style. When you
introduce colors and graphic elements,
these principles can be quite dramatic.
Play around, have fun, save a
conservative draft in case you screw
something up.