NHS Designs

Definition
rep·e·ti·tion
noun
the act of doing or performing again

Design Principles
Alignment

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Page 2: Business Card

Here is the same business card we worked with earlier. In the second example below, I have added a repetitive element: a repetition of the strong, bold typeface. Take a look at it, and notice where your eye moves. When you get to the phone number, where do you look next? Do you find that you go back to the other bold type? This is a visual trick designers have always used to control a reader's eye, to keep your attention on the page as long as possible. The bold repetition also helps unify the entire design. This is a very easy way to tie pieces of a design package together.

 

example

When you get to the end of the information, does your eye just wander off the card?

 

example

Now when you get to the end of the information, where does your eye go? Do you find that it bounces back and forth between the bold type elements? It probably does, and that's the point of repetition - it ties a piece together, it provides unity.

 

Next...

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


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