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NAF Graphic Design

Lesson 7Proximity, Alignment, Repetition,

and Contrast

Student Resources

Resource Description

Student Resource 7.1 Example: Effective and Ineffective Graphic Designs

Student Resource 7.2 Note Taking: Principles of Graphic Design

Student Resource 7.3 Reading: Principles of Graphic Design

Student Resource 7.4 Worksheet: Designing with Proximity in Mind

Student Resource 7.5 Worksheet: Designing with Alignment in Mind

Student Resource 7.6 Reference Sheet: Text Alignment

Student Resource 7.7 Analysis: Elements of Contrast

Student Resource 7.8 Defining Format: Proximity, Alignment, Repetition, and Contrast

Student Resource 7.9 Creative Brief: Pizzarizza Restaurant Menu

Student Resource 7.10 Assignment Sheet: Creating a Restaurant Menu

Student Resource 7.11 Planning and Design Sheet: Restaurant Menu

Copyright © 2011–2015 NAF. All rights reserved.

NAF Graphic DesignLesson 7 Proximity, Alignment, Repetition, and Contrast

Student Resource 7.1

Example: Effective and Ineffective Graphic DesignsStudent Names:_______________________________________________________ Date:___________

Directions: Look at the two designs on the following page. Decide which one you think is the better design and make a list on this page of everything you notice that makes that design better than the other.

Which design do you like better: Costa Rica Design 1 or Costa Rica Design 2?

List everything you notice that makes one design more effective than the other:



Costa Rica Design 1

*

Costa Rica Design 2




Note Taking: Principles of Graphic DesignStudent Name:_______________________________________________________ Date:___________

Directions: As you watch the presentation about the principles of graphic design, write the most important point you want to remember about each principle on this worksheet.

Proximity

Alignment

Repetition

Contrast

Additional notes




Reading: Principles of Graphic Design

This presentation illustrates how to apply the principles of proximity, alignment, repetition, and contrast effectively to create designs that draw viewers in and help them organize information effortlessly.



Proximity: Items that are related should be close to each other. This helps the viewer organize and understand information quickly.

Alignment: Every visual element should be connected by an invisible line with at least one other element. This helps the viewer see connections and brings organization and unity to a design.

Repetition: Repeating visual elements in a design adds interest and unity. It helps the viewer make connections.

Contrast: If elements are not the same, make them very different. This contrast creates both organization and visual interest in a design.

Visual hierarchy: By adding visual weight to an element, you can make it pop out so that the viewer’s eye goes there first. A visual hierarchy leads the viewer through the design, making him or her look at the most important item first, then the next most important, and so on. The most important item is often called the focal point. The focal point can be emphasized in different ways—it can be the largest element, or the brightest, or the most unique—something that makes it stand out.

Balance: Equally distributing the visual weight of elements on a page creates a pleasing and clear layout.

You will learn more about visual hierarchy and balance in the next lessons in this unit.



In this image, it is hard for the reader to organize information because elements that go together are not grouped together. The viewer doesn’t know where to start and where to go next. There is no sense of unity.



Putting items that go together in close proximity to each other helps the viewer understand what this image is about.



Aligning items results in a stronger cohesive unit. It tells the reader that even elements that are not physically close to each other belong to the same piece.



In this image, you can immediately zero in on the information you are looking for because the alignment shows you where you should look. Your eyes don’t have to wander around looking for patterns.



Repetitive elements can be fonts, lines, bullets, color, a design element, a format, or a spatial relationship.



In addition to creating unity and organization, repetition adds visual interest to a design. The circles draw you in and get you interested in discovering what the best restaurants are. The repetition breaks the design elements down so that you can easily spot the circle for the best restaurant in the United States, for example.

Creating diversity among repeating elements adds interest and helps the viewer distinguish differences between elements that are similar.



Contrast creates interest on a page and aids in organization. Our eyes are drawn to contrasting elements.

Examples of contrasting elements are large type and small type, an old-style font and a sans serif font, a thin line and a thick line, a cool color and a warm color, a horizontal element and a vertical element, a small graphic and a large graphic.



With this image, the viewer is drawn in to the page to find out more about the band. Who is that “special guest”?



In something as simple as a book cover with very little text on it, adhering to the principles of graphic design draws viewers in and makes them want to pick up the book.

As you work through this lesson, be sure to keep your eyes open for good examples of applying the principles of graphic design. And every time you create a graphic design, check your own work to make sure it adheres to the principles of proximity, alignment, contrast, and repetition.




Worksheet: Designing with Proximity in MindStudent Names:_______________________________________________________ Date:___________

Directions: Look at the examples of graphic design on this worksheet and answer the questions below them. Then use a pencil and paper to sketch out an improved version of each example that adheres to the rules of proximity.

Business Card Example

Where do you begin reading? What draws your eye there?

How many times does your eye stop?

Do you know when you’re finished? Why or why not?

Are physically related elements close to each other? Which elements should be in closer proximity?

Sketch out a design that includes the same information and adheres to the principle of proximity.



Newsletter Masthead Example

A masthead is the graphic image and text title at the top of a news publication’s first page. It identifies the newsletter, tells which issue it is, and provides information about the publisher.

Where do you begin reading? What draws your eye there?

How many times does your eye stop?

Do you know when you’re finished? Why or why not?

Are physically related elements close to each other? Which elements should be in closer proximity?

Sketch out a design that includes the same information and adheres to the principle of proximity.




Worksheet: Designing with Alignment in MindStudent Names:_______________________________________________________ Date:___________

Directions: The basic purpose of alignment is to unify and organize a page. First read through the rules for alignment, then study the three designs in this resource and answer the alignment questions about each design.

Rules for Alignment Our eyes like to see order! Every item should be connected with something else on the page by

invisible lines.

Information is instantly more organized if there is one type of alignment (right, left, or center) that connects separate pieces.

Most designs that have a sophisticated look are not centered.

Never center headlines over flush-left body copy or paragraphs that are indented. If text doesn’t have a clear left and right edge, you can’t tell the heading is centered.

Find a strong alignment and stick to it. If the text is flush left, set the headings and subheadings to flush left.

If blocks of text are across from each other horizontally on a page, align their baselines (bottom). If there are several different blocks of text on a page, align their left or right edges.

Align the edges of graphic elements with other edges on the page.

Check illustrations, captions, headlines, and rules to make sure they are aligned with text, and not sticking out over the edge.

Use a ruler to draw lines showing which elements in this design are connected by invisible lines.

Why do you think the alignment is effective or ineffective?










Reference Sheet: Text Alignment

Flush left

We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness.

CenteredWe hold these

truths to be self-evident, that all men are created equal, that they are endowed by their Creator with

certain unalienable Rights, that

among these are Life, Liberty and

the pursuit of Happiness.

Runaround

We hold these truths to be self-evident, that all men are

created equal, that they are endowed by their Creator with certain unalienable Rights,

that among these are Life, Liberty and the pursuit of Happiness.

Flush right

We hold these truths to be self-evident, that all men

are created equal, that they are endowed by their

Creator with certain unalienable Rights, that

among these are Life, Liberty and the pursuit of

Happiness.

Justified


Asymmetrical


Concrete



Flush left: The first letters of the text are aligned on the left while the right edge is allowed to flow naturally into a ragged edge. Typography experts consider flush left to be a very readable alignment.

Flush right: The end of each line of text is aligned on the right while the left edge flows into a ragged edge. This option works best for short amounts of text because it is hard for the reader’s eye to find the start of the next line, especially if the text line lengths are very long.

Centered: Each line of text is centered, making both the right edge and the left edge ragged. This alignment implies formality and is often used in headline type. The irregular left edge makes it difficult for the reader’s eye to find the beginning of the next line of type, so avoid using centered alignment for more than just a few short phrases.

Justified: Both the left edge and the right edge of each line are aligned. Justified alignment is very readable when set properly and is widely used in books, magazines, brochures, and other text-intensive pages, because this alignment allows for a higher word density. Because of the word density, justified columns tend to look visually darker. Justified columns also tend to develop “rivers” of white space that require adjustment to the lines of type. For best results composing larger blocks of body type, designers use a page layout program like Adobe InDesign.

Runaround: The text wraps around a picture or another piece of text. This alignment is commonly used in newsletters and other text-intensive pages. It is also called text wrap.

Asymmetrical: This alignment conveys a sense of informality and energy. It is visually very interesting, but it is difficult to read because the beginnings and ends of lines do not align with each other. The viewer’s eye has to work to find the beginning of the next line. This alignment is best used for short lines of type and in more experimental, nontraditional layouts.

Concrete: In this alignment, the arrangement of the text takes on the shape of an action or object it describes. This alignment is often difficult to read but is visually very interesting. This text alignment has much creative potential, but it is not easy to move type into an identifiable shape!




Analysis: Elements of ContrastStudent Name:_______________________________________________________ Date:___________

Directions: Look at the designs on this worksheet and then answer the questions below each design, noting the elements of contrast as you work.

Elements of Contrast

How does the reader know what is important?

How does the reader know what to look at first?

What keeps the reader focused?



What draws readers in and keeps their attention?
















Defining Format: Proximity, Alignment, Repetition, and Contrast

Student Name:_______________________________________________________ Date:___________

Directions: This chart will help you remember the important characteristics of the terms proximity, alignment, repetition, and contrast when they are applied to a design. Enter a category for each term in the middle column. Then in the right column, list characteristics of the term as you would see in a dictionary definition.

Term Category Characteristics

Proximity is a principle of graphic design that 1. stipulates that all information that belongs

together must be visually grouped together.

2.

3.

Alignment is a

that

1.

2.

3.

Repetition is a

that

1.

2.

3.

Contrast is a

that

1.

2.

3.




Creative Brief: Pizzarizza Restaurant MenuDirections: Before you begin work on your restaurant menu, study this creative brief, and ask the client (your teacher) questions about anything you don’t understand.

PIZZARIZZA Restaurant Menu—Creative BriefChannels: Print

PIZZARIZZA Contacts: Mario Mangrese: 555-1784

BACKGROUNDPizzarizza is a family-owned pizzeria serving clients in the greater Chicago area. We have been in business for 20 years and recently made the business decision to redo our menu to include gourmet salads in addition to pizza. We want to attract young professionals who eat out at lunchtime or meet friends after work for an early dinner.

CAMPAIGN OBJECTIVESCreate an easy-to-navigate menu for the pizzeria PIZZARIZZA.

TIMELINEInitial creative review of rough pencil sketch ideas as soon as possible. Printed menu delivered to restaurant on date your teacher specifies.

ASSIGNMENTCreate a two-color menu grouped into salads and pizzas, with drinks at the bottom. Remember to make effective use of graphics.

DELIVERABLESOne page front side only, 11" x 17", two color, 300 DPI

TARGET POPULATIONYoung urban professionals. Please research what would draw this population in.

TONE/LOOK & FEELCreate an Italian, home-cooking look & feel without making it look old-fashioned. PIZZARIZZA wants to attract a younger clientele.

MANDATORIESRestaurant’s name, address, opening times (menu content provided by client in separate Word file). Restaurant logo provided as JPEG.




Assignment Sheet: Creating a Restaurant MenuDirections: In this assignment, you will create a pizzeria menu for a client. You are given a creative brief from the client, a Word file with all of the content for the menu, and a logo. Your menu must adhere to all of the principles of design that you have learned. To begin, look at the workflow for the assignment, and look at the assessment criteria so that you understand how your work will be assessed. Then follow your teacher’s instructions to work through the assignment.

WorkflowThese are the steps you will go through in creating your menu. Make sure you complete each step before going on to the next step. Use Student Resource 7.9, Creative Brief: Pizzarizza Restaurant Menu, and Student Resource 7.11, Planning and Design Sheet: Restaurant Menu, which are provided to help you work through the steps in the design process.

1. Study the creative brief provided by the client, and ask the client (your teacher) questions about anything you don’t understand.

2. Conduct research to find out as much as you can about pizzeria menus for your client.

3. Conduct research to find out what young professionals would find attractive.

4. Create thumbnail sketches of as many ideas as you can.

5. Choose one or two of your best ideas and develop them into roughs.

6. Meet with your client (your teacher) to decide which design to go with.

7. Take time to confirm roles and responsibilities (like proofreading), and then create your final menu in Photoshop.

Make sure your work meets or exceeds the following assessment criteria: The design respects the client’s wishes as expressed in the creative brief.

The design is clearly appropriate for the target audience.

The design shows creativity and originality.

The design adheres to the principle of proximity.

Alignment is used effectively so that each element in the design has a visual connection to other elements.

The design uses repetition effectively to draw the viewer in.

The design demonstrates effective use of contrast.

The final product shows careful, accurate work in both text and graphics.




Planning and Design Sheet: Restaurant MenuStudent Name:_______________________________________________________ Date:___________

Directions: To get a general idea about the project you are designing, review the creative brief and the Word file that has the content for your menu, and make sure you clearly understand what the client is asking you to do. Next, do some research into pizza menus and write your research notes on this page. After you have done your research, create thumbnail sketches of every idea you can think of that might work for your menu. Then choose the best of the thumbnails and create three roughs. Remember that the menu must demonstrate your ability to apply the principles of proximity, alignment, repetition, and contrast.

Research NotesWhat do you learn by looking at pizzeria menus from the competition?

Research and describe what might make a pizza menu attractive to young professionals.

What other questions do you need to research?



Thumbnail SketchesCreate quick thumbnail sketches to explore as many ideas as possible. In a thumbnail, you establish approximate locations for major elements, but you don’t fret over details. Here are some tips for creating thumbnails that will help you find a unique idea quickly:

Draw your thumbnails with pencil. You want quick, rough designs that approximate layouts and placement of key elements. If you draw them on multiple pieces of paper, you can shuffle and compare ideas quickly.

Make your thumbnails approximately proportional to the page, but don’t get out a ruler. They should be small: maybe a quarter of a page or smaller. You’re aiming for a general idea of how the menu might look. Indicate placement and relative size and hierarchy of typographic and illustrative elements.

Have each member of your team make at least five thumbnails. Creating lots of thumbnails is a quick way to rule out many design ideas without wasting time in Photoshop.

When you have a good stack of thumbnails, go through them as a team. Rule out the ideas that don’t work, and take the best ideas and put them together. You will be creating three roughs, so you still need lots of ideas.

Keep working at thumbnails until you have some ideas that pop. It’s okay to go back to the drawing board if you don’t come up with something you’re excited about the first time around. You may find that in combining the ideas of your team, you are able to come up with something better.

When you have something you like that you think will work for the menu, move on to the roughs. Even though you’ll be creating three roughs, you don’t need three totally separate ideas for the roughs. Your roughs can be variations on one idea that you really like.

RoughsWork with your team to create three roughs of your menu to show your teacher, who is your client for this project. These can be computer generated, hand drawn, or some combination. You might want to create one that is more traditional, one that is modern, and one somewhere in between. Make sure you would be happy working with any of the three, since you don’t know which one your client will choose.

Your roughs should include:

Fonts and font sizes

Colors

Placement of all text

Placement and size of all graphic elements (including things like lines and bullets)

Alignments


Documents

curriculum.naf.orgcurriculum.naf.org/packaged/assets/downloads/shared/gr… · Web viewAnalysis: Elements of Contrast. Student Resource 7.8. Defining Format: Proximity, Alignment,