C.R.A.P. - a design principle coined by the graphic artist Robin Williams - stands for Contrast, Repetition, Alignment and Proximity.
You know a good or bad design when you see one. But... how do you know why it’s bad or good?
And more to the point, how can you create webpage designs, product cover designs, banner designs and so forth that are so visually appealing, they pull the reader into your message?
By knowing and using C.R.A.P., you can consistently create effective design that increases conversions instead of chasing people away. That’s because the four design principles – when used together – help you to create a better user experience.
A small degree of contrast is bad, while obvious contrast is good. You want to avoid elements on the page that are merely similar. If things such as font, color, line thickness, shape, size and space are different, then make them very different. Contrast will likely be the most important visual attraction to your page. It makes the reader stay on the page long enough to get the initial message. And
it also clarifies the communication.
Repeat visual elements – such as colors, shapes, textures, fonts, sizes, etc. – throughout the piece. This develops a sense of organization (which the subconscious loves) and strengthens unity.
For example, bullet lists use the repetition of circular dots to help readers scan and read the list.
Using the same font in the same sizes and being consistent with color helps tremendously. Even being consistent with what type of images you use – real life pictures, stock images or sketches – can improve appearance and make it easy to read.
Your goal is a clean and sophisticated look, which is why you don’t want to place anything on the page arbitrarily. Each element should have a visual connection with another element on that page.
If items relate to each other, then group them closely together. Several items in close proximity to each other become one visual unit, rather than several separate unites. This reduces clutter, helps with organization and gives the reader a clear structure.
Next time you’re designing something, or hiring someone to do the designing for you, remember C.R.A.P. and you’ll have a visually appealing piece that encourages readers and prospects to stay on your page.
Published by ProBizTips