Design PrinciplesMaking your communications look great!

Why Does Design Matter?

Everything is designed

Design plays a real role in the world!

Good design can reinforce the message.

Poor design can undermine the message.

“I don’t believe in this ‘gifted few’ concept.” Charles Eames

The 6 Essentials

1. ResearchWhat story do you want to tell?

Research

Great news!

Evaluating all potential audiences

It’s as easy as looking around you

A typical newsletter

Ok, so I’ve exaggerated a little. A LITTLE.

2. Typography“It seems like a worthwhile and interesting idea,

but the typesetting is making it difficult to absorb!”

Typography: the basics

Keep it simple

use proper sizes

PLEASE DON’T USE ALL CAPS!

How many fonts can you find?Seriously.

Typography:Headlines

Use a large point size for visual interest and contrast

Use a clean, bold sans-serif face such as:

Arial Black

Helvetica Bold

Typography:Body copy

Use a good, classic serif face such as:

Times New Roman

Palatino

Georgia

Garamond

Typography: leading

Typography: Kerning

T o o m u c h

Too little

Just right!

Typography: Kerning

Typography: Widows and

OrphansOrphan: a single line of copy all by itself

Widow: a single word all by itself

(look at the word “itself” above–that’s a widow!)

Other type issuesForced justification can cause problems.

Other type issuesMake sure you have enough space between columns!

Other type issuesWatch out for bad indents!

Other type issuesHere is a sample paragraph that will show a bad indent as opposed to a good one! This is just more text that I am randomly typing to fill the space so I can show a good example!

Here is a sample paragraph that will show a bad indent as opposed to a good one! This is just more text that

Here is a sample paragraph that will show a bad indent as opposed to a good one! This is just more text that I am randomly typing to fill the space so I can show a good example!

Here is a sample paragraph that will show a bad indent as opposed to a good one! This is just more text that

Other type issues

You don’t need two spaces after a sentence! This is way too much space and creates awkward white space. One space is all you need.

Other type issues

Use proper characters.

Proper quote marks look like this “ ”

These have other uses: " "

Other type issuesLine length–39 to 45 letters!

The MastheadHere’s where you can have fun!

You still need to follow the basics!

Be creative!

One of the easiest ways to stand out is to choose a different typeface.

Remember the image you want to portray.

The Masthead

•Newsletter•Newsletter

•Newsletter•Newsletter

Other type issues

Symmetry!

Don’t use a lot of different justifications.

It just makes things awkward.

And adds a lot of yucky white space.

3. ContrastWhere do I look when?

ContrastContrast occurs when 2 things are different.

Means of achieving contrast: size, value/color, type

If you want things to contrast, don’t be a wimp!

Contrast: sizePeople look at the biggest things first!

Contrast: value/color

Areas of dramatic contrast stand out more

Try the squint test

Contrast: value/color

Contrast: Value/color

White (negative) space is a form of contrast

Contrast: type

You can use all properties of type to create contrast.

Typography contrast adds visual interest!

Contrast: type

Contrast: Type

4. LayoutDon’t make the reader stop to ask for directions!

Layout

Balance is important

Each item on a page has a visual “weight”

2 types of balance to keep in mind:

symmetricalasymmetrical

Layout: balanceSymmetrical

Layout: balanceAsymmetrical

Layout: balance

Layout

The rule of thirds: most work can be made more interesting by dividing the space into thirds.

Layout: the rule of thirds

Layout: the rule of thirds

Layout

Proper alignment can go far in making something look more professional

Layout: alignmentDon’t do this!

Layout: alignment

Layout: alignmentLike the contrast rule, if you want something to not align, be bold about it!

Layout: images

All the same rules apply!

Layout

Use the pinball theory!

Layout

Grid systems are great!

Be consistent!

Remember the rule of contrast: if it’s going to be different, make it REALLY different!

Layout: grid systems

Layout: Templates

Layout

Copy can be cut!

5. ImagesAdding even more visual impact!

Images

Clip art doesn’t have to be horrible!

Try to avoid the cliches.

ImagesSome clip art cliches:

Images

But I have to use something!

Images

Try repetition!

Use the same rules of contrast

Try an interesting crop

Remember that other things besides clip art can be art!

ImagesMake sure they obey the rules of layout

Images

Images: photos

Does it tell the story?

Images: photos

Images: photos

Action shots are better

Clear, in focus

Elevate yourself above your subjects

Move closer! And then move closer again!

Take a lot of shots quickly

Images: photos

Remember that “black and white” become “ink color” and “paper color.”

6. CritiqueBe objective!

Critique

Ask for input from uninvolved people

Share with each other! (online community!)

Compare

Congratulate yourself!

Design is FUN!

Resources

“The Non-Designer’s Design Book”Robin WilliamsPeachpit Press

www.graphicdesign.about.com

“The 7 Essentials of Graphic Design”Allison GoodmanHOW Design Books