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The Non-Designer’s Design Book, Third Edition by Robin Williams

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Chapter 4. Repetition

Robin’s Principle of Repetition states, “Repeat some aspect of the design throughout the entire piece.” The repetitive element may be a bold font, a thick rule (line), a certain bullet, color, design element, particular format, the spatial relationships, etc. It can be anything that a reader will visually recognize.

You already use repetition in your work. When you make headlines all the same size and weight, when you add a rule a half-inch from the bottom of each page, when you use the same bullet in each list throughout the project—these are all examples of repetition. What beginners often need to do is push this idea further—turn that inconspicuous repetition into a visual key that ties the publication together.

Repetition ...

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