NHS Designs

Definition
con·trast
noun
opposition or dissimilarity of things that are compared

Design Principles
Contrast

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Page 2: Newsletter

If the two "newsletters" below came across your desk, which one would you pick up first? They both have the same basic layout. They are both nice and neat. They both have the same information on the page. There is really only one difference: the second newsletter has more contrast.

 

example

This is nice and neat, but there is nothing that attracts your eyes to it. If no one's eyes are attracted to a piece, no one will read it.

 

The source of the contrast below is obvious. I used a stronger, bolder typeface in the headlines and subheads. I repeated that typeface (principle of repetition, remember?) in the newsletter title. Because I changed the title from all caps to caps/lowercase, I was able to use a larger and bolder type size, which also helps reinforce the contrast. And because the headlines are so strong now, I could add a dark band across the top behind the title, again repeating the dark color and reinforcing the contrast.

 

example

Would you agree that your eyes are drawn to this page, rather than to the previous page?

 

Next...

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Source: The Non-Designer's Design Book by Robin Williams


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