Contrast



**Contrast** is one of the most effective ways to add visual interest to your page-a striking interest that makes a reader want to look at the page-and to create an organizational hierarchy among different elements. The important rule to remember is that for contrast to be effective, it must be strong. **Don't be a wimp.**

** Contrast ** is created when two elements are different. If the two elements are sort of different, but not really, then you don't have contrast, you have conflict. That's the key-The **Principle of Contrast** states, **"If two items are not exactly the same, then make them different. Really different."** ** Contrast ** can be created in many ways, for example: - contrast large type with small type  -a delicate font with a bold font;   -a thin line with a thick line   -a cool color with a warm color   -smooth texture with a rough texture   -a horizontal element (such as a long line of text) with a vertical element (such as a tall, narrow column of text)   -widely spaced lines with closely packed lines;   -small graphic with a large graphic. But don't be a wimp. You cannot contrast 12-point type with 14-point type. You cannot contrast a half-point rule with a one-point rule. You cannot contrast dark brown with black. **Get serious.**

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 * If the two "newsletters" below came across your desk, which one would you pick up first? They both have the same basic layout. They are both nice and neat. They both have the same information on the page. There is really only one difference: the second newsletter has more contrast.
 * [[image:contrast1.jpg]] || This is nice and neat, but there is nothing that attracts your eyes to it. If no one's eyes are attracted to a piece, no one will read it.

Would you agree that your eyes are drawn to the page below, more than to this page? ||
 * [[image:contrast2.jpg]] || The source of the contrast here is obvious. There is a stronger, bolder typeface in the headlines and subheads.
 * [[image:contrast2.jpg]] || The source of the contrast here is obvious. There is a stronger, bolder typeface in the headlines and subheads.

There is repeated that typeface (principle of **repetition**, remember?) in the newsletter title. Because the title is changed from all caps to caps/lowercase, the designer was able to use a larger and bolder type size, which also helps reinforce the contrast. And because the headlines are so strong now, a dark band can be added across the top behind the title, again **repeating** the dark color and reinforcing the **contrast**. ||
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