NHS Designs

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

Design Principles
Contrast

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Page 7: Rack Card

Contrast is the most fun of the design principles-and the most dramatic! A few simple changes can make the difference between an ordinary design and a powerful one.

 

example

This rack card for a great book is a little flat. On second version below, we've added some contrast. Can you name at least four ways contrast was added?

 

Which of these two rack cards would you be most likely to take a second look at? This is the power of contrast: it gives you a lot more bang. Just a few simple changes, and the difference is amazing!

 

example

  • Changing the headline/ book title from upper- to lowercase gave me room to make it bigger and bolder.
  • Since this rack card is on advertisement for a book, let's show the book bigger!
  • Far repetition, I picked up the strong black that appears in the book.
  • I put the photo of Cynthia on the other side of the card because this side was getting so busy.

 

Next...

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


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