I had to buy this book for my very first graphic design class back in 1998, and I still have my copy. Despite its title claiming that it’s for non-designers, it’s for designers too. Especially if you are starting out. Especially if you’ve been doing this for 20 years. And for every stage in between.
This book covers the core principles of design with simple examples. I’ve shared this book with design interns, account managers, and clients. Now and then I pick it up again and thumb through the pages to remind myself of the basics of graphic design.
The author breaks good design down into 4 basic principles, which can be easily remembered using the acronym… CRAP.
Contrast
How similar or dis-similar are elements of your design? You can use contrast to attract the eye to a specific part of a design. Too much contrast may be jarring. Not enough may just look sloppy.
Repetition
Does your design “tie together” well? When you don’t use repetition properly, your designs can look too “busy”. Think about how you repeat the use of colors, fonts, icons, etc to create a design system that helps visually organize your design.
Alignment
Is there any rhyme or reason to the placement of elements of your design? Alignment helps you lead the viewer’s eye through your design, and like repetition, it helps create a system to your design that makes it easier for you to communicate your message quickly.
Proximity
Proximity of elements helps the viewer understand what they are looking at – where to start, what elements are related, what’s most important. This is probably the principle that is most lacking when I look at the work of both new and experienced designers, especially when it comes to typography.
If that isn’t enough, the second half of the book covers typography basics:
- The types of fonts
- How to pick fonts
- How to use multiple fonts in a design
- The parts of fonts and what they are called
The book was intended for non-designers who found themselves doing design work – the church secretary who has to make the weekly newsletter, the school teacher making presentations for class, the small business owner trying to make their own flyers and business cards, etc. It covers each design principle in a simple and entertaining way, with before and after examples.
Why designers should read The Non-Designer’s Design Book
You’ll have a leg up on a lot of other people who are new to graphic design.
As I worked with graphic designers over the years who had come through design programs at four-year colleges, I was amazed at how little focus there seemed to be in their studies on these core design principles. With each portfolio I reviewed, I would notice these core principles had not been used. My guess is that’s because a lot of graphic design courses are taught by artists rather than real world designers. On the rare occasion that I reviewed a young designer’s portfolio where the work displayed an understanding of contrast, repetition, alignment, and proximity, it made that job applicant stand out.
The 4 principles covered in this book come into play in every single design you create.
When I am struggling with a design and something just seems off, when I step back and take a look, I will find that my problem is almost always related to either contrast, repetition, alignment, or proximity. Understanding how those core principles should be used helps me correct what’s bothering me and finish my design.
You can use these core design principles to help clients understand why what they are asking for might make your design look like puke.
When you can speak clearly about why something won’t work instead of just saying it will look bad, you look like an expert instead of a temperamental creative. Being able to educate a client about the basics of design can help future projects run smoother, because your client can see you as a master of the tools of your craft vs as their photoshop monkey.
You can’t break the rules if you don’t know what they are.
There’s a difference between a design that was made by someone who had no idea what they were doing, and a design made by someone who understood exactly what they were doing. The latter will usually look way better. When you have a solid grasp on how contrast, repetition, alignment, and proximity work together to create a good design, you will be able to intentionally do things the “wrong way” to create visually intriguing work that still “works”. Start off following the rules then experiment by breaking each one intentionally.
You can apply these principles when critiquing the work of other designers on your team.
Don’t you hate it when someone says, “hmm, I don’t know why but it’s just not working for me”. Imagine being able to give useful feedback to your teammates when they ask what you think! You’ll gain a reputation as a designer who can offer solid constructive criticism, a skill you’ll need if you plan to become an art director or a creative director.
These rules apply for all kinds of design work.
Whether you are designing for NIKE, a local craft brewer, a tiny church newsletter, a big old boring corporation, or anything in between, these basic principles apply. You will always need to understand how to use contrast, repetition, alignment, and proximity in your designs.
You can share this book with the non-designers you work with at your agency.
If you work for an agency, you are likely going to be working with your agency’s sales people or account managers. In some cases, those people are the ones who do most of the talking with the clients. Sometimes, they are even presenting your work for you. These people are not designers. Scary, huh? When sales people and account managers understand the principles of design, it makes it easier for them to push back when a client has a dumb suggestion. It also makes it easier for the sales person or account manager to give you constructive feedback.
Warning: This book will make you really notice bad design. Which will make you sad because bad design is everywhere.
Once you see these 4 design principles in action, you can never unsee them. You’ll be amazed when you notice poorly done design work put out by brands who should know better, or messy work done by designers who think they are hot shit. You’ll look at some of your older work that you thought was great and you’ll cringe. But you’ll also appreciate good design even more, and better yet, you’ll understand WHY it’s good. You’ll be able to create designs that communicate effectively without beating your head against the wall.
My copy of The Non-Designer’s Design Book is old and worn. It has been a constant companion on my desk at every design job I’ve had. Since I bought my copy, the author has released several updated versions. I highly recommend this book to all graphic designers. If you buy one book on design, buy The Non-Designer’s Design Book. I’m forever grateful to my instructor for including this book in that first course I took.
