Graphic Design: Applied

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GRAPHIC DESIGN APPLIED (“Rules” for now… “Guidelines” for later)

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Control Your Designs 1.  Keep it simple. 2.  Keep it easy. 3.  When in doubt… see steps 1 & 2 Let’s Do This!

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How To Build Effective Designs 1.  Learn the principles. 2.  Recognize when you’re not using the principles. 3.  Apply the principles. Design Smart

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4 Basic Principles 1.  Proximity 2.  Alignment 3.  Repetition 4.  Contrast Inter- dependent Techniques

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1. Proximity   Group related items close together   Create larger (vs. several smaller) visual units   Provide structure for reader   Reduce clutter   Organize information Visual & Intellectual Relationships

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Proximity

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Proximity

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Proximity

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Proximity

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Proximity

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Proximity

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Proximity

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Proximity

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Proximity (Summary)   Group related items together   Organized information = better communication   Establish a path/progression for the eyes   If more than 3 -‐ 5 items on page, see what can be grouped   Avoid: ◦  Too many separate elements ◦  Elements stuck in corners and middle ◦  Equal white space between elements (unless in subsets) ◦  Any confusion over groupings ◦  Grouping unrelated elements Visual & Intellectual Relationships

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2. Alignment   Nothing placed on a page arbitrarily   Every element has a visual connection with another element   Creates clean, sophisticated look   Indicates relationships for elements not in close proximity Visual Connections Create Unity

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Alignment

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Alignment

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Alignment

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Alignment

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Alignment

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Alignment

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Alignment

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Alignment

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Alignment

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Alignment

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Alignment

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Alignment

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Alignment

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Alignment

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Alignment (Summary)   Nothing should be placed arbitrarily   Elements have visual connections   Seek to unify and organize   Place elements consciously; look for edges/lines   Avoid: ◦  Mixing too many text alignments ◦  Centered alignment; unless consciously aiming for sedate, formal layout Visual Connections Create Unity

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3. Repetition   Repeat visual element(s) of design throughout the piece   Repeat colors, shapes, textures, spatial relationships, line thicknesses, fonts, sizes, graphic concepts, etc.   Develops organization, strengthens unity Visual Consistency

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Repetition

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Repetition

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Repetition

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Repetition

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Repetition

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Repetition

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Repetition

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Repetition

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Repetition

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Repetition (Summary)   Seek to deﬁne organization & strengthen unity   Find/create visual element(s) that can be repeated throughout the piece   Push consistencies a little further   Use technique to accent the overall design   Avoid: ◦  Repeating so much as to annoy or overwhelm ◦  Losing contrast by repeating too much of same ◦  Creating needless clutter, loss of focus or confusion Visual Consistency

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4. Contrast   Often most important attraction to a design   Chosen visual element(s) made to be very diﬀerent from each other   Develops dynamic “tension” for the eyes to investigate   Not to be used timidly; be bold with use Visual Interest

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Contrast

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Contrast

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Contrast

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Contrast

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Contrast

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Contrast

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Contrast

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Contrast

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Contrast

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Contrast

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Contrast (Summary)   Meant to create interest in a design   Provides immediate organization for the viewer   Elements should be clearly diﬀerent   Should be used boldly, with strength   Avoid: ◦  Only “slight” diﬀerences between elements ◦  Using two or more similar typefaces ◦  Creating confusion, or inappropriate focal points Visual Interest

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Bonus Principle (No Charge!) 5.  Don’t Be Timid (With Designs & Life) Do Not Fear: ◦  White Space – it provides a rest for the eyes and mind ◦  Asymmetrical / non-‐centered formats – often a stronger solution – the unexpected is o.k. ◦  Very large or very small text – like speaking loudly or whispering – either is eﬀective in context Create Winning Visuals

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Bonus Takeaway (FREE, Too!) Increase Your Visual Awareness! Grow Your Skills By (Constantly): ◦  Seeking out good examples ◦  Adapting / improving good examples (not just stealing) ◦  Learning from good examples “Looking” is half as strong as “Seeing”

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Review Time (Oh, Yeah!) 1.  Proximity 2.  Alignment 3.  Repetition 4.  Contrast How To Create Winning Visuals

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Basic, No-Brainer Layout… Boring.

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Proximity Applied…

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+ Alignment…

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+ Repetition…

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+ Contrast… Equals Visually Interesting.

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Extra Do’s, Don’ts & Maybes Always Maximize Visual: 1.  Relationships 2.  Connections 3.  Consistency 4.  Interest Focus On Overall Impact

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Identity Package: Repetition is a Key Player

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Business Cards: No… Avoid: •  Corner placement(s) •  Dated Fonts (Times, Arial, Helvetica) •  12-‐pt type; try 7-‐, 8-‐, 9-‐ or 10-‐pt instead •  Centering the layout without justiﬁable reason •  Filling entire space of layout •  Crowding / eliminating margins •  Abbreviations if possible •  Unnecessary words: email, website… or phone (if a mobile, fax, or other, number isn’t present) •  Perforated, (unprofessional) self-‐print template sheets for business use

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Business Cards: Yes! Utilize: •  Alignment (primarily) •  Appropriate Fonts •  Appropriate Font Size •  Diﬀerent layout if justiﬁable •  Periods, bullets or spaces instead of parentheses around area codes •  Full spellings of words, when possible •  Standard sizes – 3.5’’ x 2’’ or 2’’ x 3.5’’, when possible •  Restraint with use of 2nd, 3rd color, etc. A small splash can do the trick.

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Stationery Kit: No… Avoid: •  Random alignments •  Random placements •  Centering elements without just cause •  Crowded / narrow margins •  Unnecessary words, abbreviations, or punctuation •  Needless clutter

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Stationery Kit: Yes! Utilize: •  Simultaneous designs •  Conscious repetitions •  Conscious alignments •  Conscious placements •  Uncentering layout •  Generous margins •  Unnecessary clutter, words, abbreviations, or punctuation

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Stationery Kit: More Tips Utilize: •  Repetition to reinforce (and build) branding •  Dominant Focal Point – consistent on each piece •  Standard Business Envelope Sizes: US #10 (9.5’’x 4.25’’); Euro C4 (220mm x 110mm) •  Consistent alignment •  Logical layouts to incorporate usability factors •  Letter text – actually ﬁts in allotted space, test! •  Postal specs – safe (non-‐printing) zones •  Faxing/copying – light/pattern-‐free paper, ink coverage

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Flyers: No…

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Flyers: Yes!

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Flyers: More Tips Utilize: •  Focal Point – to attract attention, probably large •  Contrast •  Without making everything large •  Separate / deﬁne items for viewer •  Emphasize subheads from body copy, saves viewer scanning time •  Consistent alignment •  Repetition of unique element •  Typeface •  Graphic •  Logo pieces, color, font, etc.

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Newsletters: No… Avoid: •  Shyness with masthead •  Flat, "gray" type layout •  Weak contrast in font choices •  Using too many fonts •  Arial, Helvetica •  Random element alignment •  Random element placement •  Centering type without cause •  Crowded copy •  Filling every inch •  Too many "helper" graphics, or needless clutter

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Newsletters: Yes! Utilize: •  Boldness with masthead •  Strong underlying structure (grid) •  Contrast in font choices •  Consistent font sizes/usage •  Consistent alignments •  Consistent element placement •  Balanced, generous white space •  Pull quotes, other visual interest •  Uncrowded copy / columns •  Boldly, not barely, “breaking out" of columns

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Newsletters: No…

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Newsletters: Yes!

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Brochures: No… Avoid: •  Ignoring content / panel order •  Ignoring folds vs. content •  Crowding gutters / folds between columns •  Mixed alignments •  Timid use of heads / subheads •  Weak contrast in font choices •  Using 12-‐pt body copy •  Timid use of graphics •  Filling every inch •  Dividing ﬂat width into equal thirds (to ﬁnd folds) Cover Back Inside

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Brochures: Yes! Utilize: •  Repetition for uniﬁed look •  Correct content / panel order •  Proximity for relevance •  Strong, sharp alignments •  Bold use of heads / subheads •  Strong contrast in font choices •  Bold use of graphics •  Space before, or after, paragraphs (vs “returns”) •  Techniques to capture attention Cover Back Inside

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Postcards: No… Avoid: •  Using 12-‐pt body copy •  Using all lowercase for heads •  Using all caps for body •  Filling every inch •  Placing things in corners •  Ignoring spatial relationships •  Timid use of heads / subheads •  Weak contrast in sizes, making everything the same size •  Timid use of graphics •  Hiding the message •  Boring the reader

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Postcards: Yes! Utilize: •  Capturing the reader’s attention •  Getting to the point •  Brief, speciﬁc messaging •  Legible body copy •  White space for balance •  Proximity / spatial relationships •  Informational hierarchy •  Strong contrast in sizes •  Bold use of heads / subheads •  Bold use of graphics •  Series of cards, if possible •  Color accents, if possible

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Mental Review Time (It’s a wrap) 1.  Proximity 2.  Alignment 3.  Repetition 4.  Contrast Now Go Create Winning Visuals Source: The Non-Designer’s Design Book, 2nd Ed.– Robin Williams