Phishy Design Theory

CARP stands for Contrast, Alignment, Repetition, and Proximity: four visual design principles that help turn a collection of elements into a clear, cohesive composition. Here’s how each one works.

Contrast

Make important elements stand out through differences in size, color, weight, or type. Clear contrast creates hierarchy and guides the viewer’s attention.

Alignment

Line up text, images, and other elements along shared edges or axes. Consistent alignment gives a layout structure and makes it easier to follow.

Repetition

Repeat colors, typefaces, shapes, and styles to create a consistent visual rhythm. These familiar patterns connect the parts of a design and make it feel unified.

Proximity

Place related elements close together and give unrelated groups more space. Thoughtful spacing makes relationships clear before the viewer reads a word.