NHS Designs

opposition or dissimilarity of things that are compared

Design Principles

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Page 6: Flyer 2

The example below is a typical flyer. The biggest problem is that the lines of text are too long to read comfortably, and there's nothing to draw the reader's eye into the text.

Create a headline that will catch someone's eye. Now that their eyes are on the page, create some contrast in the text so even if they don't plan to read the whole thing, their eyes will be attracted to certain parts of it as they skim through it. Enhance the layout with strong alignments and use of proximity.



Where do you begin to improve this flyer?

  • The lines are so long that a reader is automatically put off. When you have lots of text like this, experiment with using more than one column, as shown on the previous and next pages.
  • Pull out key phrases to set in bold so the visual contrasts attract the eye.
  • Perhaps start off with the introductory bits of information so a reader begins with an idea of what the purpose of the flyer is. It's less of a commitment to read the little pieces, so you're essentially seducing the reader's eye by providing an introductory path.



Don't be afraid to make some items small to create a contrast with the larger items, and don't be afraid to allow blank space. Once you pull readers in with the focal point, they will read the smaller print if they are interested. If they're not interested, it won't matter how big you set it.

Notice all the other principles come into play: proximity, alignment, and repetition. They work together to create the total effect. Rarely will you use just one principle to design any page.



Since this flyer is to be printed in black and white on colored paper, we used various shades of gray for the ornaments and to add some interest to the title.

Listen to your eyes as they scan through this document - can you feel how they are drown to the bold text and you are almost forced to at least read those parts? If you can get people that far into your piece, many of them are bound to read more.




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

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