Design Principles

Some of the ways I used the the design principle of Repetition to visually unify the three assets include:

• consistency of color: sticking to the three brand colors (or very close variants for adjusted contrast) and black
• consistency of shape: inspired by the round circles of the logo, I've included repeated round circles all throughout all the elements, though the color and spacing varies from asset to asset for some added visual interest
• consistency in font: Museo is repeated throughout for titles, and I've also used Mulish typeface repetitively, which I think pairs pretty well
• consistency of size: similar objects are similarly sized throughout the pieces, leading to overall visual unity throughout all the text

Four other principles that are demonstrated in my designs are contrast, alignment, proximity, and simplicity.

Contrast has helped enhance the visual appeal of my design, as well as make it easy to read. Since there are only three shades I use throughout all the designs, I have to be careful about what colors I lay over others. In some cases, I've gone so far as to modify the logo colors so that they appear over a different colored background, but this allows ease in reading the text.

Alignment makes the overall layout very comfortable to look at; in each asset, I've used the grid tool to align portions and maintain uniform row/column spacing in the design. This way, I'm able to utilize the full space of the layout without the user experiencing spatial disconnectedness.

Proximity helps group information into many units, which helps viewers process information in an organized manner in my design. For example, the company information and the individual worker information are separated into two groups on the front of the business card, giving context as to what pieces of information are assigned to the company and which to the worker. It's easy to find and focus on a specific group of information.

Simplicity in my design helps all three pieces stay clean and viewable; there isn't much cluttered information and none of the pieces look overwhelming. I've chosen to generally stick to simple shapes (circles, lines, etc.) so that all three pieces still look professional despite being strongly branded.