NHS Designs

the act of doing or performing again

Design Principles

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Page 9: Letterhead

Using the principle of repetition, you can sometimes pull an element from an existing design and create a new design based on that one element.



Remember this letterhead with the dots from the last lesson (alignment)? For a repetitive element, I capitalized on the dots. I enlarged two dots and put the little pictures of Mom and Pop inside (Mom and Pop are actually characters in a typeface called MiniPics Lil Folks). Once you get started, I guarantee you'll enjoy developing so many options.


Here's another example of how you can use repetition as a basis for your design. It's fun to do - just find an element you like and play with it!


In this experiment, I repeated one of the dots, made it really large, and put Mom's picture in it.

Not wanting to leave Pop out, I put a white version of him in his own smaller plum dot and reversed him to the paper color.

Don't overdo it with repetition, but do try "unity with variety." That is, if a repetitive element is strong, such as a circle, you can repeat the circle in a variety of ways instead of repeating the exact same circle.



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

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