Our brains, without any design experience at all, can automatically tell when a design is visually appealing. We are wired to recognize patterns, and we can tell if a design is good or not based solely on whether they resemble the design conventions we see around us (Coffin).
So, what exactly are these patterns anyway? What makes a design “good”? This is where we start to give a C.R.A.P.: an acronym that stands for Contrast, Repetition, Alignment, and Proximity. This acronym helps us remember what graphic design principles we need to communicate a message effectively and capture the attention of our viewers. So, let’s delve into some C.R.A.P.:
Contrast
Contrast is about making elements distinct and drawing the viewer’s eye where you want it. You can do this in a few different ways:
Color
An easy example of contrasting colors is black and white, but there are an endless amount of color combinations you can use. Referring to a color wheel and selecting colors that lie opposite to each other is an easy way to find complementary colors, but make sure the combination doesn’t strain the eyes (Deshdeep).
Size
Another simple way to create contrast is by varying the size of your elements. The larger the text or shape, the quicker the eye will see it, so it’s an effective way to highlight important information.
Shape
Contrasting shapes can add dimension and variety to your design, which makes your design more interesting to look at. Infographics are a good example of contrasting shapes (Deshdeep). Whether it be mixing ovals with rectangles or circles with triangles, by varying your shapes you can convey information in a more visually stimulating way.
Repetition
Repetition is the use of the same elements throughout a design to create a sense of unity. A design that is consistent in terms of font, color, shape, and spacing is easier for our memory to recall. By repeating certain shapes or colors, you help the viewer to understand and scan the information more efficiently. For example, try keeping all graphics in a similar art style, and repeating the same two or three colors throughout.
Alignment
Alignment refers to the lining of graphics and text in relation to the edges of the design canvas (Alignment). In design, each element is strategically placed in connection to the rest, which creates balance (Deshdeep). An element can be aligned in the center of your canvas, aligned left, aligned right, or vertically aligned. Whether you choose to center an element or place it against your margins, keep it consistent to maintain order.
Proximity
Proximity refers to the rule that related elements should be placed close together, while unrelated elements should be placed far apart. Proximity makes organizing and finding information easier for the viewer. For example, a major section should be placed close to its corresponding subsections but should be placed away from other major sections. Proper proximity creates a visually appealing design with carefully organized information.
Conclusion
You should care about the C.R.A.P. principles of graphic design because they help communicate a message while maintaining visual appeal. Within these principles, it’s important to find the right balance and strategy, which requires some work on your part. Take advantage of your brain’s natural desire for patterns, order, and cohesion to create designs that resemble those you might see on Facebook or billboards. By using Contrast, Repetition, Alignment, and Proximity in your designs—along with practice and careful attention to detail—you can create a sense of unity and balance that will capture the viewer’s attention, memory, and their brain’s hard-wired appreciation for good design.
Works Cited
“Alignment in Graphic Design: Understanding What It Means and How to Use It.” CorelDRAW, https://www.coreldraw.com/en/tips/graphic-design-principles/alignment/.
Coffin, Drew. “How Recognizing Our Patterns of Pattern Recognition Can Make Us Better Designers.” Drawn Agency, https://drawn.agency/our-thoughts/how-recognizing-patterns-pattern-recognition-can-make-us-better-designers/.
Deshdeep, Nitin. “How to Use C.R.A.P. Design Principles for Better UX?: VWO.” Blog, 2 Feb. 2022, https://vwo.com/blog/crap-design-principles/.
