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Crap Resource Revised Pub

The document discusses the four foundational principles of design known as C.R.A.P., which stands for contrast, repetition, alignment, and proximity. It provides examples and explanations of each principle and how they can be effectively used in visual design such as newsletters, fliers, and other documents.

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16 views4 pages

Crap Resource Revised Pub

The document discusses the four foundational principles of design known as C.R.A.P., which stands for contrast, repetition, alignment, and proximity. It provides examples and explanations of each principle and how they can be effectively used in visual design such as newsletters, fliers, and other documents.

Uploaded by

Kaka
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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C.R.A.P.

C.R.A.P. is an acronym for contrast, repetition, alignment, and proximity; these are the four
foundational principles of design as discussed by Robin Williams. Whenever creating a visual piece
of writing (i.e. a flier, business card, newsletter), a writer should keep C.R.A.P. in mind.

Contrast
The purpose of contrast is to make certain elements pop and create emphasis. Contrast can be
utilized in a variety of ways, such as size, color, font, shape, and emphasis. Here are some examples
of the ways contrast can be implemented:

 Size: Large text for headings and small text for body—just make sure there is significant
difference in size.
 Color: Differing elements of a document can be different colors, but be sure to use color
consistently throughout the design.
 Font: Play with typography! Typically, a document should only have 2 different fonts: one
serif (i.e. Times New Roman) and one sans serif (i.e. Arial). Make sure the font fits the tone of your
piece. For more information on types of fonts, check out our typography resource.
 Shape: Contrast with varying shapes. For example, you can make a certain section stand out by featuring it in
a box or a circle.
 Emphasis: Experiment with bolding and italics to draw emphasis; however, don’t get too
carried away with these techniques. Underlining is usually not recommended because it tends to
make the composition look cluttered.

Note: The purpose of contrast is to lead the viewer’s eye to the most important moments of a piece.
All of these strategies should be used intentionally. If you get too carried away with contrast, your
piece could appear chaotic, but if you don’t contrast enough, everything will blend together. Find
your balance!

In the graphic to the right, contrast is


created with color (the stark white
against the vivid red background),
font style (the sans serif versus The larger font draws
decorative fonts), and font size (the the reader’s attention
most important word in the largest to the most
font and all other words in a smaller important words.
font).
The white font
contrasts against the
red background.
Repetition

The headers for each


The grey and page are all in the same
blue from the font.
logo are used
consistently
throughout.

Repetition can be used to create a sense of


identity and unity in a document. “Identity
markers” are often used repetitiously,
such as logos, headings, borders, colors,
and textures. The repetition of certain
elements in a document can help “brand”
the information. For example, longer
documents or documents that are in the
same series will follow the same patterns
in style.
These screenshots of the Jet Fuel Review
newsletter feature repetition in font,
colors (teal and grey), and identity
markers (the zig-zag) at the bottom of
each page; all of these components
establish the JFR “brand.”

Each page features a


zig-zag and page
number at the bottom.
Alignment
Alignment creates the structure and balance of a document. A clear sense of alignment also
establishes the order and organization of a document’s various elements, so it’s important to align everything
intentionally. If a document lacks alignment, it will cause the piece to appear messy, which won’t catch
the eye of a reader.

In the flier below, all of the elements are aligned with one another to create a sense of organization.
The flier demonstrates good alignment because the heading and mission statement are both exactly
centered. Additionally, the textboxes and photos on both sides are all aligned to the margins (the
horseshoe bullet points are also lined up within the textbox). Typically, design
programs have features that indicate the exact points of alignment.

The photos and


textboxes on
both sides are all
aligned with one
another.

The horseshoe
bullet points are
all aligned.

The logo is
also aligned
to the right.
Proximity
Proximity is a way to organize content. Ideas and images that are associated should be placed
together.

In the flier below, information is grouped together accordingly. The main idea (Jet Fuel
Review’s launch) is in the largest text because the main purpose is to advertise for this event; the
description of the event is in a, smaller section just below the header; the date, location, and time are
all grouped together; and the “Guest Readers” are all listed in one space to the side of the main
information. In order to distinguish the different information that this flier is conveying, the
designer chose to separate and group the information logically using space.

Information
about the
purpose of the
event is featured
in the upper-left
hand corner and
in the largest All of the names
font. of the guest
readers appear
in a column on
the right-hand
side.

All the details


regarding time, date,
and location of the
event are grouped
together for the
reader’s convenience.

Further Assistance: This resource is available at lewisuwritingcenter.wordpress.com. For more


detailed help or if you have questions, visit the Writing Center located in the Lewis University Library, or call
815-836-5427.

Consulted: Th e No n -Designer’s Design Book by Robin Williams, blogs.quovantis.com/crap-


design-principles/, vwo.com/blog/crap-design-principles/

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