The Big Four: Contrast, Repetition, Alignment, Proximity

These four principles—contrast, repetition, alignment, and proximity—are not all there is to know about graphic design. But, understanding these simple, related concepts and applying them to slide design can make for far more satisfying and effective designs.


Contrast simply means difference. And for whatever reason, we are all wired to notice differences—perhaps our brains think they are still back in the savannah scanning for wild predators. We are not conscious of it, but we are scanning and looking for similarities and differences all the time. Contrast is what we notice, and it’s what gives a design its energy. So you should make elements that are not the same clearly different, ...

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