There are four basic design elements familiar to any graphic designer. Despite the unfortunate acronym, technical writers should be familiar with them, too.

Four basic design elements. (C.R.A.P. by UbikwitusThey is licensed CC BY-SA 4.0)

The acronym originated with the influential designer and writer Robin Williams; she’s no longer thrilled with the acronym but the principles are usable and true.

Contrast: Use difference to draw readers’ eyes to and through your document or publication.

Repetition: Repeat design strategies throughout your document to provide a sense of connection.

Alignment: Incorporate a clear, deliberate arrangement of items on a page.

Proximity: Place items that have similar functions or purposes near each other on the page.

In the pages that follow, we’ll explore the principles in more detail.