Whether or not various items on the slide are in close proximity or not instantly tells the viewer whether or not those items are related. The spaces between elements are critical to our immediate understanding.
The closer together elements are physically, the closer they seem intellectually. As the elements move farther apart, they separate themselves intellectually. Keep that in mind as you arrange items on the slide.
Proximity creates relationships. We automatically assume that items that are close together have connections, so be conscious of this on your slides. Think of human beings and how we make assumptions on their relationships based on their proximity (or not) to each other; next time you are in a group of people, consciously notice who has a relationship with whom, and why do you think that? Apply that thought to the pieces of information on your slide—who has relationships?
Combine proximity with alignment and you can’t go wrong. Your slides will not only look nicer, but your information will be presented more clearly.
Sometimes presenters try to spread out the text to fill the empty space. You don’t need to do that. It’s okay to have empty space, or “white” space. In fact, one key feature of professional graphic design is organized white space; that is, the white space is as consciously placed as the individual elements.
You don’t need to worry about where your white space is—it will be organized and where it belongs if you follow the four basic principles. Notice the white space in the examples below. You can see that when we apply the principle of proximity, that very process organizes the white space as well, without even thinking about it. What you have to do is let the empty space be there.
When you combine proximity with alignment, you can ensure that you don’t have “trapped” white space, or space that is enclosed between two objects. White space needs to flow, needs to have an outlet. When you trap it, the space forces those objects apart, as you saw on the previous page.
A very common design situation is the one shown below, where you have text and a photograph together, side by side. The photograph has a strong alignment—both of its edges are straight and definite. The text (unless it’s centered) has a strong alignment on one of its edges, the edge against which it is aligned (typically, most text is lined up on the left side).
If you combine the strengths, combine the alignments—align the strong part of each object with the strong part of the other—you can do two things at once: eliminate any trapped white space, and add strength to your layout.
Moving elements into appropriate groups immediately cleans up the slide and helps organize your information.
Always be conscious of how many times your eye must jump from one thing to another on a slide. In the example below, on the left, note your eye movements as you look at the slide. When you’ve looked at all five elements, can you feel your eyes still wandering around, trying to ensure you’ve seen everything? And can you imagine doing that while someone is talking and you need to take notes?
Now be conscious of your eye movement while looking at the slide on the right. Can you feel how your eye slides right down the information? Your brain doesn’t worry about missing parts because it knows it caught everything.
In this process of combining appropriate elements into closer proximity to each other, while separating others, you end up with clearer communication.
All four of these basic principles (contrast, repetition, alignment, and proximity) work together, but proximity is a great place to start. Find the relationships between the elements on the page and group them accordingly. Create space between elements that you want your audience to see as separate elements. From there, be conscious of the other principles—and how they interact between your entire deck of slides—as you build the presentation.
3.16.79.65