"What am I paying you for?" part2: Repetition

REPETITION is a deceptively simple design principle. This REPETITION principle is defined quite obviously as "some aspect of the design being repeated throughout the entire piece."

No doubt you already use REPETITION in your work, when, in a memo you make the headlines, margins and indents all the same size for instance. That is one application of the principle. REPETITION is useful for making things appear consistent, cohesive and to facilitate ease of use.

Let's look at an example. I stole this example from Robin Williams. No not that Robin Williams).

Take a look at this business card.





When you get to the end of the information, where does your eye go? Does it wander? Leave the card completely?




Now look at this one.





In this one, when you get to the end of the information notice what your eye does. Do you find that it bounces back and forth between the bold type elements? More than likely it does. The reason for this is that the designer used the principle of REPETITION to unify the whole piece.

I myself have used REPETITION in this blog post. If you were to just quickly scan this post, would it be easy to know what is it's theme? Yes, because I use the word REPETITION in a bold and repetitive way.

This is of course a very basic example of the use of this design principle. Your designer is trained to use the principle of REPETITION in tandem with others to create stunning and memorable designs for your brand.

next, part 3: Alignement