What I am about to tell you will seem like common sense and very basic, and that’s because it is. Back when I was just beginning to learn about things like web and ad design one of my instructors made a point that has stuck with me ever since. Over the years I have been astonished time and time again how some very basic principles are overlooked. Naturally being involved in marketing and advertising for a living I take note even if it’s only subconsciously of all the different brands and messages I am exposed to every day, and almost as often I think back to what my instructor said, is your ad CRAP? if it is not it probably should be, or rather it should have C.R.A.P.
C.R.A.P. is a design acronym for Contrast, Repetition, Alignment, and Positioning. These 4 key design elements can determine whether or not your advertisement does its job in connecting with your audience or if it is just another ripple lost in a sea of information. Without going into too much detail I will elaborate on each of these 4 design elements.
1. Contrast
Making sure your design has contrast ensures what you are presenting will stand out both in its physical location as well as within the message itself. Your brand may have established and consistent fonts and colours but if you are not applying them strategically so that they are not blending together what you are really trying to say to your audience is likely getting lost.
2. Repetition
Repetition can come in different forms. A design utilizing repetition can be subtle or blatant. Regardless of the type of repetition, you choose to execute being aware of and including this element intentionally can make a significant impact on your design. The use of the same colours throughout your ad can be an example of a subtle repetition whereas including the same image or phrase over and over would be a more blatant example.
3. Alignment
Considering how different elements within your design work together is the key to good alignment. text and images that are aligned properly give an organized and professional feel that allows the audience to easily absorb and understand the message. Conversely, if you were to intentionally place a specific element or elements out of alignment when the rest of the design looks correct can allow you to draw greater attention to a specific item or items.
4. Position
Often confused with alignment, positioning is more about the intention behind the message and what you want your audience to take away. For example, if you are wanting someone to call, you would want to make sure the contact info is one of the last things the audience sees. If your attention is awareness you might use positioning so that the eye sees the logo at the top of the design and the brand name again at the end. We are taught to read left to right and this among other things should be considered when choosing where to position key elements.
In summary, these 4 key elements will help take your ad or website design to the next level and ensure you are getting your message across. As mentioned above these are basic guidelines that are often overlooked sometimes in part and sometimes all together. At the end of the day if your design doesn’t have C.R.A.P. it might just end up being crap.
