Proximity+2



Take a look at this typical business card. How many times does your eye stop to look at something?
 * [[image:prox3.jpg]] || Does your eye stop five times? Of course - there are five separate items on this little card.

Where do you begin reading? In the middle, probably, because that phrase is boldest.

What do you read next-left to right (because it's in English)?

What happens when you get to the bottom-right corner?

Where does your eye go? || Now let's make it even more confusing..... . ||
 * Now that there are two bold phrases, where do you begin?

After you read those two items, where do you go?

Does your friend follow the same pattern you did?

Do you know when you're finished?

Does your friend follow the same pattern you did? || || -By **grouping similar elements into one unit**, several things instantly happen: - -The page becomes more organized. - -You understand where to begin reading the message, and you know when you are finished. - -The "white space" (the space around the letters) automatically becomes more organized as well.
 * . -When several items are in close **proximity** to each other, they become **one visual unit** rather than several separate units. As in life, the proximity, or the closeness, implies a relationship.

A problem with the previous card is that not one of the items on the card seems related to any other item. It is not clear where you should begin reading the card, and it is not clear when you are finished. ||
 * If I do one thing to this business card - if I **group related elements together**, into closer proximity - see what happens:

Now is there any question about where you begin to read the card?

Where do your eyes go next?

Do you know when you're finished? || ||
 * With that one simple concept, this card is now organized both intellectually and visually.
 * With that one simple concept, this card is now organized both intellectually and visually.

And thus it communicates more clearly.

Let's compare all three side-by-side: || ||
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