Broc Sears

Advertising and design workshop for community newspapers, sponsored by the Texas Center for Community Journalism and featuring Broc Sears. Session 3.

Transcript

1. DESIGN BASIC TRAINING THE DESIGN TOOLKIT
2. DESIGN BASIC TRAINING THE DESIGN TOOLKIT
3. DESIGN BASIC TRAINING THE DESIGN TOOLKIT
4. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Principles Elements Fundamentals
5. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design
6. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Contrast Size Weight Color Posture Space Character
7. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Contrast Size Weight Color Posture Space Character AAAAAAAAAA AAAA AAAAAA AAAAAAAAAA
8. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Contrast Size Weight Color Posture Space Character AAAAAAAAAA AAAAAAAAAA AAAAAAAAAA
9. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Contrast Size Weight Color Posture Space Character AAAAAAAAAA AAAAAAAAAA AAAAAAAAAA
10. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Contrast Size Weight Color Posture Space Character AAAAAAAAAA AAAAAAAAAA AAAAAAAAAA
11. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Contrast Size Weight Color Posture Space Character AAAAAAAAAA AAA AA AAA A AAAAAAA AAAAAAA A
12. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Contrast Size Weight Color Posture Space Character AAAAAAAAAA AAAAAAAAAA A A A AAA A A A A aaaAAAAaaa
13. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Contrast Size Weight Color Posture Space Character
14. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Repetition Characteristics Style and Rules Art Text
15. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Repetition Characteristics Style and Rules Art Text Develop a sense of hierarchy Headline Subhead Text Contact Info
16. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Repetition Characteristics Style and Rules Art Text Develop a sense of hierarchy Headline Subhead Text Contact Info
17. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Repetition Characteristics Style and Rules Art and SpaceT- ext Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum eget sapien sit amet lacus hendrerit pellentesque lobortis quis sapien. Donec id purus et massa interdum elementum. Proin adipi- scing placerat consequat. Nunc malesuada metus at nunc mat- tis vel consectetur dolor. Praesent in nibh at enim euismod dictum. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Etiam vel est nulla. Mauris in est at justo hendrerit Cras massa augue, iaculis ac gravida at, malesuada sit amet purus. Fusce at rhoncus purus.
18. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Repetition Characteristics Style and Rules Art and SpaceT- ext Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum eget sapien sit amet lacus hendrerit pellentesque lobortis quis sapien. Donec id purus et massa interdum elementum. Proin adipi- scing placerat consequat. Nunc malesuada metus at nunc mat- tis vel consectetur dolor. Praesent in nibh at enim euismod dictum. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Etiam vel est nulla. Mauris in est at justo hendrerit Cras massa augue, iaculis ac gravida at, malesuada sit amet purus. Fusce at rhoncus purus.
19. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Repetition Characteristics Style and Rules Art and Space Text HELMET 1 - $14.99 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum eget sapien sit amet lacus hendrerit pellentesque lobortis quis sapien. HELMET 2 - $14.99 Donec id purus et massa interdum elementum. Proin adipi- scing placerat consequat. Nunc malesuada metus at nunc mat- tis vel consectetur dolor. HELMET 3 - $14.99 Praesent in nibh at enim euismod dictum. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Etiam vel est nulla. Mauris in est at justo hendrerit HELMET 4 - $19.99 Cras massa augue, iaculis ac gravida at, malesuada sit amet purus. Fusce at rhoncus purus.
20. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Repetition Characteristics Style and Rules Art and Space Text Have you made a decision on that new car or truck yet? Have you scoured the used car websites, magazines and traders? Have you found the vehicles you want but can’t afford them? Have you made a decision on that new car or truck yet? Have you decided it’s time to throw in the towel? Or is it time to visit Southwest Kia Hyundai Toyota?
21. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Alignment Left Right Centered Justified
22. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum eget sapien sit amet lacus hendrerit pellentesque lobortis quis sapien. Donec id purus et massa interdum elementum. Proin adipiscing placerat consequat. Nunc malesuada metus at nunc mattis vel consectetur dolor facilisis. Praesent in nibh at enim euismod dictum. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices. Most readable Friendly Dependable Four principles of design Alignment Left Right Centered Justified
23. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum eget sapien sit amet lacus hendrerit pellentesque lobortis quis sapien. Donec id purus et massa interdum elementum. Proin adipiscing placerat consequat. Nunc malesuada metus at nunc mattis vel consectetur dolor facilisis. Praesent in nibh at enim euismod dictum. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices. Least readable Radical Distracting Four principles of design Alignment Left Right Centered Justified
24. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum eget sapien sit amet lacus hendrerit pellentesque lobortis quis sapien. Donec id purus et massa interdum elementum. Proin adipiscing placerat consequat. Nunc malesuada metus at nunc mattis vel consectetur dolor facilisis. Praesent in nibh at enim euismod dictum. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices. Uncomfortable Casual Distracting Four principles of design Alignment Left Right Centered Justified
25. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum eget sapien sit amet lacus hendrerit pellentesque lobor- tis quis sapien. Donec id purus et massa interdum elementum. Proin adipiscing placerat consequat. Nunc malesuada metus at nunc mattis vel consectetur dolor facilisis. Praesent in nibh at enim euismod dictum. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices. Traditional Informative Authoritative Four principles of design Alignment Left Right Centered Justified
26. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Proximity
27. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Proximity HELMET 1 - $14.99 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum eget sapien sit amet lacus hendrerit pellentesque lobortis quis sapien. HELMET 2 - $14.99 Donec id purus et massa interdum elementum. Proin adipi- scing placerat consequat. Nunc malesuada metus at nunc mat- tis vel consectetur dolor. HELMET 3 - $14.99 Praesent in nibh at enim euismod dictum. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Etiam vel est nulla. Mauris in est at justo hendrerit HELMET 4 - $19.99 Cras massa augue, iaculis ac gravida at, malesuada sit amet purus. Fusce at rhoncus purus.
28. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Proximity HELMET 1 - $14.99 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum eget sapien sit amet lacus hendrerit pellentesque lobortis quis sapien. HELMET 2 - $14.99 Donec id purus et massa interdum elementum. Proin adipi- scing placerat consequat. Nunc malesuada metus at nunc mat- tis vel consectetur dolor. HELMET 3 - $14.99 Praesent in nibh at enim euismod dictum. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Etiam vel est nulla. Mauris in est at justo hendrerit HELMET 4 - $19.99 Cras massa augue, iaculis ac gravida at, malesuada sit amet purus. Fusce at rhoncus purus.
29. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Proximity HELMET 1 - $14.99 Lorem ipsum dolor sit amet, consectetur adipi- scing elit. Vestibulum eget sapien sit amet lacus hendrerit pellentesque lobortis quis sapien. HELMET 2 - $14.99 Donec id purus et massa interdum elementum. Proin adipiscing placerat consequat. Nunc malesuada metus at nunc mattis vel consectetur dolor. HELMET 3 - $14.99 Praesent in nibh at enim euismod dictum. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Etiam vel est nulla. Mauris in est at justo hendrerit HELMET 4 - $19.99 Cras massa augue, iaculis ac gravida at, male- suada sit amet purus. Fusce at rhoncus purus.
30. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Proximity HIS n HER SALE! $330 EACH or $600 BOTH! Hi Point 191122TGT Chiappa The Chiappa Model 1911-22 features similar weight and handling characteristics of the original 1911 with a redesigned action utiliz- ing a fixed barrel design yielding very high accuracy at an affordable price. Constructed from Chiappalloy & steel components featur- ing wooden two piece grips. Smith Wesson 223400 Sd Ve 40 Model SD9 VE and SD40 VE comes with SDT (Self Defense Trigger for optimal, consis- tent pull first round to last. White dot sights. Standard, picatinny style rail. Slim ergonomic, textured grip. Textured finger locator. Aggres- sive front and back strap texturing. Front and rear serrations. WEST TEXAS GUNS & AMMO SIDEARM SALE WEST TEXAS GUNS & AMMO 3300 Firedale, Whistlestop, Texas 79401 806.123.4567
31. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Proximity HIS n HER SALE! $330 EACH or $600 BOTH! Hi Point 191122TGT Chiappa The Chiappa Model 1911-22 features similar weight and handling characteristics of the original 1911 with a redesigned action utiliz- ing a fixed barrel design yielding very high accuracy at an affordable price. Constructed from Chiappalloy & steel components featur- ing wooden two piece grips. Smith Wesson 223400 Sd Ve 40 Model SD9 VE and SD40 VE comes with SDT (Self Defense Trigger for optimal, consis- tent pull first round to last. White dot sights. Standard, picatinny style rail. Slim ergonomic, textured grip. Textured finger locator. Aggres- sive front and back strap texturing. Front and rear serrations. WEST TEXAS GUNS & AMMO SIDEARM SALE WEST TEXAS GUNS & AMMO 3300 Firedale, Whistlestop, Texas 79401 806.123.4567
32. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Proximity SIDARM SALE! His & Her Special $330 EACH or $600 BOTH! Hi Point 1912TGT Chiappa The Chiappa Model 1911-22 features similar weight and handling characteristics of the original 1911 with a redesigned ac- tion utilizing a fixed barrel design yielding very high accuracy at an affordable price. Constructed from Chiappalloy & steel com- ponents featuring wooden two piece grips. Smith Wesson 220 Sd Ve 40 Model SD9 VE and SD40 VE comes with SDT (Self Defense Trigger for optimal, consistent pull first round to last. White dot sights. Standard, picatinny style rail. Slim ergonomic, textured grip. Textured finger locator. Aggressive front and back strap texturing. Front and rear serrations. WEST TEXAS GUNS & AMMO WEST TEXAS GUNS & AMMO 3300 Firedale Whistlestop, Texas 79401 806.123.4567
33. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Contrast Repetition Alignment Proximity
34. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Four principles of design Contrast Repetition Alignment Proximity
35. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Fundamentals of design Simplicity
36. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Fundamentals of design Simplicity
37. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Fundamentals of design Simplicity
38. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Fundamentals of design Balance
39. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Fundamentals of design Balance
40. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Fundamentals of design Balance
41. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Fundamentals of design Balance
42. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Fundamentals of design Balance
43. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Fundamentals of design Space. Shape. Position.
44. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Fundamentals of design Space. Shape. Position.
45. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Fundamentals of design Space. Shape. Position.
46. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Elements of design Color Art Typography
47. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Elements of design Color
48. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Elements of design Color
49. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Elements of design Color Warmer colors... ADVANCE Cooler colors... RECEDE Black, white and gray... are colors!
50. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Elements of design Color Colors imply emotion...
51. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Elements of design Color Never hesitate to get help, or a second opnion...
52. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Elements of design Art
53. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Elements of design Art Quality in... Quality out.
54. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Elements of design Art
55. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Elements of design Art
56. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Elements of design Typography
57. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Elements of design Typography “It’s possible to blow away three-quarters of our readers simply by choosing the wrong type. If you rely on words to sell, that should concern you deeply.” Colin Wheildon author of Type & Layout: Are You Communicating or Just Making Pretty Shapes?
58. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Elements of design Typography In print... 12 percent of participants effectively comprehended a paragraph set in sans-serif. 67 percent effectively comprehended a paragraph set in serif typeface. Those who read the sans-serif version said they had a tough time reading the text and “continually had to backtrack to regain comprehension.” 66 percent were able to comprehend Garamond 31.5 percent Times New Roman 12.5 percent Helvetica (out of a total of 1,010,000 people surveyed). Drew Eric Whitman Cashvertising
59. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Elements of design Typography Online... In most studies the most legible fonts were Arial and Verdana. At 10-point size, participants preferred Verdana. At 12 and 14-point size, Arial was preferred and Times New Roman was the least preferred. Software Usability and Research Laboratory
60. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Typeface Font
61. DESIGN BASIC TRAINING THE DESIGN TOOLKIT A “typeface”, “font face” or “font family” includes all letters of a given alphabet, all the punctuation marks, all numbers and a selected set of symbols. Helvetica, Arial, Times, Blippo. A font used to be the differing attributes such as “weight,” “style,” “size” etc. Today a font refers to the digital file that directs the computer how to display and print the type.
62. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Groups
63. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Serifs
64. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Times Garamond Caslon Serifs
65. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Times Garamond Caslon Serifs Traditional Elegant Institutional Conservative Formal Authority Easy to read text
66. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Sans Serifs
67. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Arial Gothic Calibri Sans Serifs
68. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Arial Gothic Calibri Modern Mechanical Open Young Casual Inform Easy to read signage Sans Serifs
69. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Decorative
70. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Birch Bauhaus Gigi Script Decorative
71. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Diverse Artsy Entertaining Niche Restrictive Dangerous Best in short headlines, wordmarks Birch Bauhaus Gigi Script Decorative
72. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Personality
73. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Jim’s Gym Jim’s Gym Jim’s Gym Jim’s Gym Jim’s Gym Jim’s Gym Personality
74. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Tracking Kerning
75. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Tracking A feature in InDesign that uniformly adds or subtracts the same units of space between letters. Kerning A process that adds or subtracts the units of space between letter pairs.
76. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Tracking & Kerning War
77. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Tracking War
78. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Kerning War
79. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Kerning How much should I kern? Modestly. Until you have the perception that spacing is consistent. Should I kern text upside down? If it works for you!
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81. DESIGN BASIC TRAINING THE DESIGN TOOLKIT
82. DESIGN BASIC TRAINING THE DESIGN TOOLKIT
83. DESIGN BASIC TRAINING THE DESIGN TOOLKIT
84. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Ad anatomy Headline Image Text (Call to action) Logo Contact info Buy my stuff! vvvNat. Ibus modi aut et hiliquam, volorem as pa dempore, simusdaest ant repudi dollibus cus magnimolut et quuntiam sum aliquae nimus volupta- sit, odi quia sequisq uatemporum hi- caborepe pro et adia que ipsa nimpore versped mint quatur sum, to eserro torum etus, eos natem quae placesciunt et et ut moluptaque pernamu sanietur? Ullandit velendia qui volupid quaes- tiae. Is dolorrum nit, ius, optatemqui doluptat. Harum quis eum eumet re qui berior simenda et perro volore, te et perum et idunt. Agnat lacea dolectur? On pellupta el ide veliquam velessunt fugita quidus ulpa ad et, adit id maximus, nonest es di doluta ad eror aceperrumque veri non endem ut lanimodio. Facea core- hendit maximolupti iunt est, sequos re- rciis ma ne voloreium ea voluptatio. Ut uta net vel ipsae. Unt quam vid eos ut int, versped mint quatur sum, to eserro torum etus, eos natem quae placesciunt et et ut moluptaque pernamu sanietur? Ullandit velendia qui volupid quaes- tiae. Is dolorrum nit, ius, optatemqui doluptat. ut eictasim volendundi tet ium ea ut eictasim volendundi tet ium ea
85. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Ad layout
86. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Ad layout
87. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Ad layout
88. DESIGN BASIC TRAINING THE DESIGN TOOLKIT Ad layout
89. DESIGN BASIC TRAINING THE DESIGN TOOLKIT
90. DESIGN BASIC TRAINING THE DESIGN TOOLKIT
91. DESIGN BASIC TRAINING THE DESIGN TOOLKIT