The four basic principles of design for page layout include the principle of contrast, the principle of repetition, the principle of alignment and the principle of proximity.
The principle of contrast implies that the items that are similar to one another should not be placed next to each other. If the items are simply not identical (different font, color, size, thickness, shape, etc.), it is necessary to make them very different (Szaboka.com, 2012). Adding contrast is achieved by choosing the font line thickness, color, shape, size, distribution of free space, and so on. It is not difficult to find a way to add contrast, and it is probably the most pleasant and relaxing way to make the page look visually interesting. Contrast often turns out to be the most powerful visual means of attracting attention (Reynolds, 2008); it is contrast that forces the reader to look at the page.
The principle of repetition means that the visual elements of design (textures, shapes, colors, conceptual solutions, the thickness of lines, spatial proportions) have to be repeated (Reynolds, 2008). The use of repetition must be regarded as a work within the framework of a single style. It is useful to try adding design elements designed solely to generate repeatition. The use of repetition helps to structure the layout of the page and to enhance its stylistic harmony and integrity.
The principle of alignment suggests that elements on the page should not be placed randomly (Reynolds, 2008). Each element must have visual relation to those elements that are placed next to it. It is necessary to place the elements consciously and to be sure to find the principle which will make it possible to align the elements, even if they are separated from each other. Alignment makes the page layout look clear, refined and fresh (Szaboka.com, 2012).
The principle of proximity recommends that interconnected elements should be grouped together (Reynolds, 2008). If there are more than three or five elements (of course, it depends on the nature of the work), it is necessary to consider what can be combined. When the principle of proximity is kept, the interconnected elements form a single visual element, and are not scattered around the page (Reynolds, 2008). The use of this principle helps organize the information on the page, reduce confusion and make it easier for the reader to understand the structure of the document.
References
Reynolds, G. (2008). Presentation Design: Principles and Techniques. Retrieved 28 January 2016, from http://www.presentationzen.com/chapter6_spread.pdf.
Szaboka.com. (2012). The Four Basic Principles of Design - Szaboka.com. Retrieved 28 January 2016, from http://szaboka.com/articles/the-four-basic-principles-of-design/.
