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Contrast

Contrast can be the most important visual aspect of a page. The principle is to avoid elements on the page that are merely similar – if they are not the same – then make them VERY different.

Purpose:

To create interest

Aid in the organisation of information

Supports visual hierarchy

Eg. use of colour

Repetition

Repeat visual elements throughout – colour, shape, etc. Develops organisation and strengthens the unity.

Purpose:

To unify and add interest

For consistency

Eg. navigation, colour identifiers, layout – anything your learner may visually recognize.

Avoid repeating the element so much that it becomes annoying and distracts from the message

Alignment

Nothing should be placed on your page randomly. Every element should have some visual connection with another element on the page.

This creates a clean, sophisticated look.

Purpose:

To unify and organize your page design

Be conscious of where you place your elements – always try to find something that aligns them

Avoid:

More than 1 type of text alignment on the same page

Don’t always centre align

Proximity

Items relating to each other should be group close together.  Items in close proximity become one visual unit rather than several separate, unrelated units.

Purpose:

Reduces clutter and confusing your reader

Organizes information – reduces cognitive load

Logical information is more likely to be remembered