Why grids and proportions?

- There are hundreds of terms…used to describe what we do as designers…and just as many philosophies about the way we work,…but we all share this:…our job as designers is to create clear communication.…This is achieved with typography, images, and shape.…The combination of these elements…can be aesthetically pleasing or repulsive.…A layout based on consistent proportions and a grid…is more likely to succeed than one…that is haphazard and confused.…

As human beings, we look instinctively…for pattern and meaning.…With the exception of a few people…on hoarding reality shows,…most of us organize our world to make sense.…We put the towels with the other towels…in the linen closet.…We don't put some in the freezer…and others under the bed.…We organize our books by subject, author, or color.…These actions make life more manageable.…This is the core idea of a grid…and consistent proportions.…The grid helps the designer organize the information…with hierarchy and order.…

Consistent proportions provide a visual sense…of unity and clarity.…