• Type: large headline versus small body text. Bold large words, within regular body text.
• Shape: geometric objects contrasted against angular, organic shapes
• Size: sharply varying the size one box or image next to a tiny box or image
• Texture: using bold, thick lines with thin, skinny lines
|Type and color are used as contrasting elements|
As with other design principles, it's important to use careful judgement so that when you apply contrast, it's appropriate for your project's message. Will high-drama contrast be suitable for the message, or will subtle contrast be more apropos? Once you've determined which type of contrast is more in line with the project's mood, then you can apply accordingly.
Repetition is a design principle I highly espouse because it is especially useful in branding a company, product or service. For example, in a marketing campaign, you may have different components/pieces that create the package of collateral material for a promotion. If there is a brochure, sell sheet, posters, Point of Purchase displays, web graphics, and eBlast, there needs to be a consistent thread throughout all pieces that will tie them together. A repeated use of a graphics and/or colors, or the same type of fonts is the use of repetition and unifies different components. Repetition is essential, especially in the art of branding.
Another form of repetition is to use a recurring theme within the same piece. A brochure about springtime could have sprinkles of flowers as graphics in the background, along with spring-like colors. Perhaps even bullet points feature flower buds instead to drive home the spring theme. This is also another example of the use of repetition.
Click on the following link for more on repetition. There is also a simple, but nice visual that further explains the concept. http://www.classjump.com/skinner/documents/Repetition_Handout.pdf
|Examples of Left, Right and Centered Alignment|
|Before and After Layout. Do you see how the main title is aligned with the paragraphs of text? Each headline is left aligned and elements are anchored. It's a definite improvement from the "before" layout.|