DESIGN PRINCIPLES CHEAT SHEET
Design Goals
Design Principles
Give the page a vibrant, interesting focal point. One focal point is perfect!
Present the information in an organized fashion with the most important info first.
Organize the page so that the reader is directed through it. For example: focal point leads to title which leads into text.
Don’t overcrowd the page. Organize the information so that there is space between items, reduce text to its minimum amount of copy where possible.
Simple is elegant and strong.
Squint at the page to see it for its graphic impact. Is it a pleasing interaction of positive and negative shapes?
Assess the page to see if it comes together as a whole. Check focal point, proximity, repetition, and alignment.
Design Techniques
Use contrasting fonts, and/or contrast in size, color, weight, form, direction. Use color contrast effectively.
Repeat (existing) elements as a way to unify the page/site.
Stick to one alignment. Make the most of existing alignments: text, photos, etc.
Group information that belongs together and pay attention to the alignment of info that is separate but still related.
Typographic Principles
Choose a legible typeface, handle it in a manner that enhances its readability: point size, line length, background, etc.
Select a typeface that feels appropriate to the content and mood of the topic! If you use 2 typefaces, be sure they contrast well: serif and sans serif, old style and modern, etc.
Use beautiful punctuation! Kern large type!
Print and proof! Proof until your eyeballs burn! Read backwards, check for one type of error at a time, check your copy against the original copy, have someone else proof your work too.
Proof Issues
- Accurate, interesting content
- Meeting client’s needs: adhering to the topic and purpose
- Appealing to the target audience
- Visual interest and clarity
Design Principles
- Focal Point
Give the page a vibrant, interesting focal point. One focal point is perfect!
- Hierarchy
Present the information in an organized fashion with the most important info first.
- Eye flow
Organize the page so that the reader is directed through it. For example: focal point leads to title which leads into text.
- White space/balance
Don’t overcrowd the page. Organize the information so that there is space between items, reduce text to its minimum amount of copy where possible.
- Simplicity
Simple is elegant and strong.
- Balance
Squint at the page to see it for its graphic impact. Is it a pleasing interaction of positive and negative shapes?
- Unity
Assess the page to see if it comes together as a whole. Check focal point, proximity, repetition, and alignment.
Design Techniques
- Contrast
Use contrasting fonts, and/or contrast in size, color, weight, form, direction. Use color contrast effectively.
- Repetition
Repeat (existing) elements as a way to unify the page/site.
- Alignment
Stick to one alignment. Make the most of existing alignments: text, photos, etc.
- Proximity
Group information that belongs together and pay attention to the alignment of info that is separate but still related.
Typographic Principles
- Legibility & Readability
Choose a legible typeface, handle it in a manner that enhances its readability: point size, line length, background, etc.
- Selecting & Mixing
Select a typeface that feels appropriate to the content and mood of the topic! If you use 2 typefaces, be sure they contrast well: serif and sans serif, old style and modern, etc.
- Typographic refinements
Use beautiful punctuation! Kern large type!
- Proofread
Print and proof! Proof until your eyeballs burn! Read backwards, check for one type of error at a time, check your copy against the original copy, have someone else proof your work too.
Proof Issues
- Typos, grammatical errors
- Inaccurate information
- Consistency: type, color, layout, spacing, etc.