C.R.A.P. Principles of Design

Contrast:

Contrast can be both a merit and shortcoming in its usefulness as a design aid. Depending on its location, contrast can create interest, and “showcase” an image by making it stand out. You can achieve contrast through colour, size, texture, and age. Too much contrast can distract the v

iewer, thus making the image lose its appeal.

This picture portrays contrast through many different aspects: the age (young, and old), the size (small and large), the texture (smooth, and wrinkled/veined), and the grip (strong and weak). This picture also portrays proximity in that there is a strong link the two people share since the little hand is engulfing the old person’s finger.

http://www.jamesadonis.com/images/old%20young%20hands.JPG

Repetition:

Like contrast, repetition can improve or detract from a

design. Repetition reinforces the message. Usually the repeated image has variation rather than being a total clone. This helps to keep the attention and interest of the viewer, otherwise the design could become monotonous. Too much repetition can cause the image to lose its bold impact, since it is no longer unique. The message behind the image may get hidden.

This is an example of repetition because the lines and light beams are constantly repeated throughout the picture. However, the pattern is not exactly repeated (the size varies giving the illusion of depth) which makes the image more interesting. With the use of light and dark, black and white, the principle of contrast is relevant.

http://k53.pbase.com/o4/93/166893/1/60069544.RhythmRepetition.jpg

Alignment:

Alignment can be a positive or negative design tool, depending on how you align the images. Left or right alignment is easier for the brain to process than center alignment. Too much alignment, and similarly, too little alignment can cause the design to look messy and unorganized. You might move an image or text out of alignment to draw attention to it, therefore making it a focal point.

Negative space is empty space, with no words or images. It gives the eye a rest, and it can make the total image less busy. The positive space is the image.

This picture is an example of alignment in that it focuses on the negative and positive spaces. If you look at the white area and see a vase, that is the positive space, which means the negative space is the black area. The black area, in turn takes on the shape of two faces in profile. The second picture is the reverse. The black area is now the

positive space as you look at the vase. The white area becomes the negative space showing the two faces in profile. These two pictures also represent contrast (black and white) and repetition (the design is repeated).

http://katalyst-marketing.com/blog/wp-content/uploads/2008/11/faceprofileorvase.jpg

Proximity

Proximity establishes a link among images depending on how close or far apart you position them; the closer the images, the stronger the connection; the farther apart the images, the weaker the relationship. When the images are close together, it's easier to comprehend the design.

This picture of George Clooney and his girlfriend at the time represents the principle of proximity. Because they are in the foreground, side-by-side, this indicates that they are “related.” Whereas the other people are in the background, indicating that there is no link between them and George.

http://i.ivillage.com/E/325/2008Oscars/E_GeorgeClooneyGirlfriend_3.jpg