Sunday, September 13, 2009

CRAP: Contrast, Repetition, Alignment, Proximity


When it comes to designing any publication whether it be a flyer, brochure, or leaflet, it is important to incorporate Robin Williams 4  design principles: Contrast, Repetition, Alignment, and Proximity. Each of these contribute to an effective publication which intrigues the reader. Though all elements are important, the element of repetition is overlooked for its ability to really capture the attention of your target market.

Repetition: Repeated design throughout interface which creates consistency and unity

Repeating styles throughout the page gives a more cohesive feel to your work, while making it stand out more to the reader. Even the heading of this blog was more likely to get your attention with its repetition. JFK's inaugural speech caught the attention of an entire nation showing how extremely effective his speech was. He used repetition with his sentences, for example beginning four consecutive paragraphs with "Let us". This arrangement of sentences parallels good design principles because re-using symbols or certain lettering on a page is more likely to appear as a better visual compared to a publication with noticible differences. So next time you begin to design something, rememeber the repetition element of CRAP.

An analysis of allCRAP elements by Michael Rundle "CRAP"

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