Williams' C.R.A.P. as Heuristic

Williams’ design principles are for composers, although they can certainly be used as an analytical tool. Her core design principles can be used to identify focal points. Here are some questions to aid students in this process.

Contrast

• Identify the lightest point of the image.
• Identify the darkest point of the image.
• Locate points of convergence between light and dark (where you are expected to look).
• Locate points of gradual transition between light and dark (areas that demand less attention).
• Finally, what is in focus? What is out of focus?

Proximity

• Make a list of the key details on the page.
• Is anything in your list unexpected (one of these things is not like the other)?

Alignment

• Does the visual have a vertical or horizontal orientation?
• Are their “lines” that guide your eye across the page?
• Do these lines point at something (hopefully something with high contrast)?
• Is anything cropped out of the image (only partially visible)?

Repetition

• Finally, are any of the design elements above repeated?
• Can you identify consistency in the visual’s design?
• Are there variations of a similar item?

Try using these principles on the attached image (taken from N-sane's Photoshop tutorial on focal points).