CNC Creative Services

The following is a brief overview of basic design principles. Although each is discussed separately, keep in mind that they are really interconnected. Rarely is one principle applied by itself.

Contrast
The idea behind contrast is to avoid elements in the ad that are merely similar. If the elements (type, color,size, line thickness, shape, space, etc.) are not the same, then they should be made very different. Contrast is often the most important visual attraction on a page.

Repetition
Repeat visual elements of an ad throughout. Color, shape, texture, spatial relationships, line thicknesses, sizes, etc., can all be repeated. This helps develop the organization and strengthen the unity.

Alignment
Nothing should be placed on the page arbitrarily. Every element should have some visual connection with another element on the page. This creates a clean sophisticated, fresh look.

Proximity
Items relating to each other should be grouped close together. When several items are in close proximity to each other they become one visual unit rather than several separate units. This helps to organize information and reduce clutter.

Choose a Focal Point
Decide what the focal point of your ad should be. What do you want readers to see first? Is it the headline, a piece of artwork, a price? Make that the most prominent element in the ad by using contrast to set it apart from the rest of the ad.
• Use color on the focal point to make it stand out from black and white (if you use color on everything, nothing will stand out).
• Make the focal point dramatically bigger or bolder than other elements in the ad (again, if everything is bold or large, there is no contrast and nothing will be prominent).

White Space
Some ads suffer from too much information in too small a space. This creates a cramped, disorganized look that doesn't invite the reader to read. White space draws the reader's eye and provides much-needed breaks. Space between groups of elements also helps provide unity to those elements. Smaller grouping separated by white space are much easier to view and comprehend.