The language of design

Texas Center for Community Journalism

May 03, 2019

Design

22

The language of design

Texas Center for Community Journalism

May 03, 2019

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Transcript

DESIGN BASIC TRAINING
LANGUAGE OF DESIGN

View Slide
DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Now
9 Welcome and introduction
9:15 The American reader and the newspaper
9:45 History and anatomy of page one
10:20 BREAK
10:30 Language of design
11 Modular design and designing modules
Noon LUNCH
12:45 America’s page one – PART ONE
1:45 America’s page one – PART TWO
2:45 BREAK
3 Putting it all together
3:55 Wrapping it all up
4 Conclusion

View Slide
DESIGN BASIC TRAINING
LANGUAGE OF DESIGN

View Slide
DESIGN BASIC TRAINING
LANGUAGE OF DESIGN

View Slide
DESIGN BASIC TRAINING
LANGUAGE OF DESIGN

View Slide
DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Principles
Elements
Fundamentals

View Slide
DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Four principles of design

View Slide
DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Four principles of design
Contrast
Size
Weight
Color
Posture
Space
Character

View Slide
DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Four principles of design
Contrast
Size
Weight
Color
Posture
Space
Character
Main Headlines Bigger
Decks 50% - 75% Smaller
Quotes
Body Copy

View Slide
DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Four principles of design
Contrast
Size
Weight
Color
Posture
Space
Character
Main Heads Are Bolder
Secondary Heads Lighter
Quotes could be set in bolder text
-- Attributions lighter

View Slide
DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Four principles of design
Contrast
Size
Weight
Color
Posture
Space
Character
BIG HEADS
With a support headline below
n Color bullets leading into text
n Color bullets leading into text
n Color bullets leading into text
n Color bullets leading into text

View Slide
DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Four principles of design
Contrast
Size
Weight
Color
Posture
Space
Character
Main Headlines Set Roman
Deck Headlines Set Roman
Hilighting a Different Thing

View Slide
DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Four principles of design
Contrast
Size
Weight
Color
Posture
Space
Character

View Slide
DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Four principles of design
Contrast
Size
Weight
Color
Posture
Space
Character
Rodeo Parade
Halloween
Race Day

View Slide
DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Four principles of design
Contrast
Size
Weight
Color
Posture
Space
Character

View Slide
DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Four principles of design
Repetition
Content
Shape
Style and Rules
Position

View Slide
DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Four principles of design
Repetition
Content
Shape
Style and Rules
Position

View Slide
DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Four principles of design
Repetition
Content
Shape
Style and Rules
Position

View Slide
DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Four principles of design
Repetition
Content
Shape
Style and Rules
Position
ababcyxzababggpi
ababcyxzababggpi
ababcyxzababggpi
ababcyxzababggpi
ababcyxzababggpi
ababcyxzababggpi
ababcyxzababggpi
ababcyxzababggpi
ababcyxzababggpi
ababcyxzababggpi
ababcyxzababggpi
ababcyxzababggpi
Hiuddst sjisjio xzy yfsdg ggjik3456 lm ksjst t yu kuj qqq mkdmkn 192356 jjkdn
The Weekly News
April 24 - May 1, 2019 50 Cents
The Only Place You Can Get Your Local News... Really!
Something something local local
Pa adis quatend ipsunt alia dolores abor ra-
tur, quam, in nim nos et, offic temporitae nus
molo eos et harum quos sim apiendanis eum
facest magnia quos doluptati antio odior
sunditatus modion rent hil ilitatiost, sunt er-
natur re landitiis ut dolestrundi omni re eum
unt ium quae. Asi dolupta con pe que laborit
ad untiam re liquate pore vel eost, secatis
eossum il eiume volorro vidunt, ommolut a
porerum quam quiatem rem et faccus et as
dolorem explabo. Dunt aut estem quam qui
dit faccus.
Nequam sum volorem nonsed exeruptaqui
omnim ent dipsandunto con consequ amus-
ci nissi corum fuga. Uptas ullaborepuda sae
vellantio quatus, comnimus et faccum ducita
qui blabo. Sumet etur?
Sincid quia sundeli aspero blantem nos
reprem est aut rerio quis dunt, ident.
Di occustiorepe pe volent que isciendae
peres vel mi, odit, quis audaeri remolo veri-
bus ut as esecta volorem. Fugia pe sunt adit
vendi inverehenis maion porem. Tion re et
hiciet res quam repudion ne pe plaborum
eiciunt int quiscipit rem saecerum solorro
occulpa nuscilit volupta tusaectem ea sendit
et, num que venis adis undae con none dic-
testiae eost, sim et pre perro vel ipiet autat
exerunt volore ne et velecaborrum am fugit
fugit et occaborepudi omnihit, sam laudici-
atem serunt.
Ti ad es estio. Evelis sam, estius eum del es-
cider natem. Anduciam ut quibus doluptat
autem et volor modignis verepudia pe cus,
sentiamusda quat fugia sunt volupti aestrum
vid esto od ut quam eosam fuga. Itat qui ut
ut quidele nimusciam cum et ad exerrum
non repudit et omnit optatem fugiate de-
nessim quas et explis nis dollitatiis acerferci
doluptam et utempora ipsum acculpa ribus,
sitatur, quaspic iisimag nihitist aut molup-
tam volore nonsecu mquoditis aliqui dolore
laborumquo bla ipsam iur, quid moluptas as
alis sundamus exeribus, volupisci in conse-
que etum eos comnimenti omniet abora vo-
luptas ratem eum aut modic to era desequat
invelitis pa des doleseris plit lam, tet hilitin-
tium qui dis aut ium fugita conemqui aut
ommolor rera est omniet il magnis est, unt
ium dunt reperume non con reheni culpari
By Ima W. Riter
[email protected]
Look for LOCAL on page 4A
Something local
something local
More something local
something local local
Pa adis quatend ipsunt alia dolores
abor ratur, quam, in nim nos et,
offic temporitae nus molo eos et
harum quos sim apiendanis eum
facest magnia quos doluptati antio
odior sunditatus modion rent hil il-
itatiost, sunt ernatur re landitiis ut
dolestrundi omni re eum unt ium
quae. Asi dolupta con pe que laborit
ad untiam re liquate pore vel eost, se-
catis eossum il eiume volorro vidunt,
ommolut a porerum quam quiatem
rem et faccus et as dolorem explabo.
Dunt aut estem quam qui dit faccus.
Nequam sum volorem nonsed
exeruptaqui omnim ent dipsandun-
to con consequ amusci nissi corum
fuga. Uptas ullaborepuda sae vellan-
tio quatus, comnimus et faccum du-
cita qui blabo. Sumet etur?
Sincid quia sundeli aspero blantem
nos reprem est aut rerio quis dunt,
ident.
Di occustiorepe pe volent que iscien-
dae peres vel mi, odit, quis audaeri
remolo veribus ut as esecta volorem.
Fugia pe sunt adit vendi inverehe-
nis maion porem. Tion re et hiciet
res quam repudion ne pe plaborum
eiciunt int quiscipit rem saecerum
solorro occulpa nuscilit volupta tu-
saectem ea sendit et, num que ve-
nis adis undae con none dictestiae
eost, sim et pre perro vel ipiet autat
exerunt volore ne et velecaborrum
am fugit fugit et occaborepudi om-
nihit, sam laudiciatem serunt.
Ti ad es estio. Evelis sam, estius eum
del escider natem.
Anduciam ut qui-
bus doluptat autem
et volor modignis
verepudia pe cus,
sentiamusda quat
fugia sunt volupti
aestrum vid esto od
ut quam eosam fuga.
Itat qui ut ut quidele nimusciam cum
et ad exerrum non repudit et omnit
optatem fugiate denessim quas et ex-
plis nis dollitatiis acerferci doluptam
et utempora ipsum acculpa ribus,
sitatur, quaspic iisimag nihitist aut
moluptam volore nonsecu mquodi-
tis aliqui dolore laborumquo bla ip-
sam iur, quid moluptas as alis sunda-
mus exeribus, volupisci in conseque
etum eos comnimenti omniet abora
voluptas ratem eum aut modic to era
desequat invelitis pa des doleseris
plit lam, tet hilitintium qui dis aut
ium fugita conemqui aut ommolor
rera est omniet il magnis est, unt
ium dunt reperume non con reheni
culpari tatiaep tatetur a consernam
nessimin eos eat que numet et, quas
By Ima W. Riter
[email protected]
Look for LOCAL on page 4A
Something local goes here for the
readers to read about something
Pa adis quatend ipsunt alia dolores
abor ratur, quam, in nim nos et,
offic temporitae nus molo eos et
harum quos sim apiendanis eum
facest magnia quos doluptati antio
odior sunditatus modion rent hil il-
itatiost, sunt ernatur re landitiis ut
dolestrundi omni re eum unt ium
quae. Asi dolupta con pe que laborit
ad untiam re liquate pore vel eost, se-
catis eossum il eiume volorro vidunt,
ommolut a porerum quam quiatem
rem et faccus et as dolorem explabo.
Dunt aut estem quam qui dit faccus.
Nequam sum volorem nonsed
exeruptaqui omnim ent dipsandun-
to con consequ amusci nissi corum
fuga. Uptas ullaborepuda sae vellan-
tio quatus, comnimus et faccum du-
cita qui blabo. Sumet etur?
Sincid quia sundeli aspero blantem
nos reprem est aut rerio quis dunt,
ident. Di occustiorepe pe volent que
By Ima W. Riter
[email protected]
Look for LOCAL on page 4A
Something local goes here for the readers
to read about something Something local
goes here for the readers to read about
Ima Shooter
Pa adis quatend ipsunt alia dolores
abor ratur, quam, in nim nos et,
offic temporitae nus molo eos et
harum quos sim apiendanis eum
facest magnia quos doluptati antio
odior sunditatus modion rent hil il-
itatiost, sunt ernatur re landitiis ut
dolestrundi omni re eum unt ium
quae. Asi dolupta con pe que laborit
ad untiam re liquate pore vel eost, se-
catis eossum il eiume volorro vidunt,
ommolut a porerum quam quiatem
rem et faccus et as dolorem explabo.
Dunt aut estem quam qui dit faccus.
Nequam sum volorem nonsed
exeruptaqui omnim ent dipsandun-
to con consequ amusci nissi corum
fuga. Uptas ullaborepuda sae vellan-
tio quatus, comnimus et faccum du-
cita qui blabo. Sumet etur?
Sincid quia sundeli aspero blantem
nos reprem est aut rerio quis dunt,
ident.
Di occustiorepe pe volent que iscien-
dae peres vel mi, odit, quis audaeri
remolo veribus ut as esecta volorem.
Fugia pe sunt adit vendi inverehe-
By Ima W. Riter
[email protected]
Look for LOCAL on page 4A
SOMETHING LOCAL
SOMETHING LOCAL
Something Local That We
Want You To Know Is Here
Pa adis quatend ipsunt alia dolores
abor ratur, quam, in nim nos et, of-
fic temporitae nus molo eos et ha-
rum quos sim apiendanis eum facest
magnia quos doluptati antio odior
PAGE XX
Something Local That We
Want You To Know Is Here
Pa adis quatend ipsunt alia dolores
abor ratur, quam, in nim nos et, of-
fic temporitae nus molo eos et ha-
rum quos sim apiendanis eum facest
magnia quos doluptati antio odior
PAGE XX
Something Local That We
Want You To Know Is Here
Pa adis quatend ipsunt alia dolores
abor ratur, quam, in nim nos et, of-
fic temporitae nus molo eos et ha-
rum quos sim apiendanis eum facest
magnia quos doluptati antio odior
PAGE XX
Something local goes here for the readers to
read about something Something local goes
here for the readers to read about
Ima Shooter
LOCALLOCALLOCAL
LocalSomething....XX LocalSomething....XX
LocalSomething....XX LocalSomething....XX
LocalSomething....XX LocalSomething....XX
LocalSomething....XX LocalSomething....XX
LocalSomething....XX LocalSomething....XX
LocalSomething....XX LocalSomething....XX
LocalSomething....XX LocalSomething....XX
LocalSomething....XX LocalSomething....XX
LocalSomething....XX LocalSomething....XX
LocalSomething....XX LocalSomething....XX
To subscribe:
1-800-IAM-LOCAL or go to:
www.thelocalweekly.com/bringithome
LOCAL STORY
More something local something local local
By Ima W. Riter
[email protected]
Pa adis quatend
ipsunt alia do-
lores abor ratur,
quam, in nim nos et, offic temporitae nus molo eos et
harum quos sim apiendanis eum facest magnia quos
doluptati antio odior sunditatus modion rent hil ili-
tatiost, sunt ernatur re landitiis ut dolestrundi omni
re eum unt ium quae. Asi dolupta con pe que laborit
ad untiam re liquate pore vel eost, secatis eossum il
eiume volorro vidunt, ommolut a porerum quam qui-
atem rem et faccus et as dolorem explabo. Dunt aut
estem quam qui dit faccus.
Nequam sum volorem nonsed exeruptaqui omnim
ent dipsandunto con consequ amusci nissi corum
fuga. Uptas ullaborepuda sae vellantio quatus, comni-
mus et faccum ducita qui blabo. Sumet etur?
Sincid quia sundeli aspero blantem nos reprem est
aut rerio quis dunt, ident. Di occustiorepe pe volent
que isciendae peres vel mi, odit, quis audaeri remolo
veribus ut as esecta volorem. Fugia pe sunt adit vendi
Look for LOCAL on page 4A
Something local goes here for
the readers to read about here
New:
Somebody Local
Ima Shooter
SUPER LOCAL

View Slide
DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Four principles of design
Repetition
Content
Shape
Style and Rules
Position
ababcyxzababggpi
ababcyxzababggpi
ababcyxzababggpi
ababcyxzababggpi
ababcyxzababggpi
ababcyxzababggpi
ababcyxzababggpi
ababcyxzababggpi
ababcyxzababggpi
ababcyxzababggpi
ababcyxzababggpi
ababcyxzababggpi
Hiuddst sjisjio xzy yfsdg ggjik3456 lm ksjst t yu kuj qqq mkdmkn 192356 jjkdn
The Weekly News
April 24 - May 1, 2019 50 Cents
The Only Place You Can Get Your Local News... Really!
Something something local local
Pa adis quatend ipsunt alia dolores abor ra-
tur, quam, in nim nos et, offic temporitae nus
molo eos et harum quos sim apiendanis eum
facest magnia quos doluptati antio odior
sunditatus modion rent hil ilitatiost, sunt er-
natur re landitiis ut dolestrundi omni re eum
unt ium quae. Asi dolupta con pe que laborit
ad untiam re liquate pore vel eost, secatis
eossum il eiume volorro vidunt, ommolut a
porerum quam quiatem rem et faccus et as
dolorem explabo. Dunt aut estem quam qui
dit faccus.
Nequam sum volorem nonsed exeruptaqui
omnim ent dipsandunto con consequ amus-
ci nissi corum fuga. Uptas ullaborepuda sae
vellantio quatus, comnimus et faccum ducita
qui blabo. Sumet etur?
Sincid quia sundeli aspero blantem nos
reprem est aut rerio quis dunt, ident.
Di occustiorepe pe volent que isciendae
peres vel mi, odit, quis audaeri remolo veri-
bus ut as esecta volorem. Fugia pe sunt adit
vendi inverehenis maion porem. Tion re et
hiciet res quam repudion ne pe plaborum
eiciunt int quiscipit rem saecerum solorro
occulpa nuscilit volupta tusaectem ea sendit
et, num que venis adis undae con none dic-
testiae eost, sim et pre perro vel ipiet autat
exerunt volore ne et velecaborrum am fugit
fugit et occaborepudi omnihit, sam laudici-
atem serunt.
Ti ad es estio. Evelis sam, estius eum del es-
cider natem. Anduciam ut quibus doluptat
autem et volor modignis verepudia pe cus,
sentiamusda quat fugia sunt volupti aestrum
vid esto od ut quam eosam fuga. Itat qui ut
ut quidele nimusciam cum et ad exerrum
non repudit et omnit optatem fugiate de-
nessim quas et explis nis dollitatiis acerferci
doluptam et utempora ipsum acculpa ribus,
sitatur, quaspic iisimag nihitist aut molup-
tam volore nonsecu mquoditis aliqui dolore
laborumquo bla ipsam iur, quid moluptas as
alis sundamus exeribus, volupisci in conse-
que etum eos comnimenti omniet abora vo-
luptas ratem eum aut modic to era desequat
invelitis pa des doleseris plit lam, tet hilitin-
tium qui dis aut ium fugita conemqui aut
ommolor rera est omniet il magnis est, unt
ium dunt reperume non con reheni culpari
By Ima W. Riter
[email protected]
Look for LOCAL on page 4A
Something local
something local
More something local
something local local
Pa adis quatend ipsunt alia dolores
abor ratur, quam, in nim nos et,
offic temporitae nus molo eos et
harum quos sim apiendanis eum
facest magnia quos doluptati antio
odior sunditatus modion rent hil il-
itatiost, sunt ernatur re landitiis ut
dolestrundi omni re eum unt ium
quae. Asi dolupta con pe que laborit
ad untiam re liquate pore vel eost, se-
catis eossum il eiume volorro vidunt,
ommolut a porerum quam quiatem
rem et faccus et as dolorem explabo.
Dunt aut estem quam qui dit faccus.
Nequam sum volorem nonsed
exeruptaqui omnim ent dipsandun-
to con consequ amusci nissi corum
fuga. Uptas ullaborepuda sae vellan-
tio quatus, comnimus et faccum du-
cita qui blabo. Sumet etur?
Sincid quia sundeli aspero blantem
nos reprem est aut rerio quis dunt,
ident.
Di occustiorepe pe volent que iscien-
dae peres vel mi, odit, quis audaeri
remolo veribus ut as esecta volorem.
Fugia pe sunt adit vendi inverehe-
nis maion porem. Tion re et hiciet
res quam repudion ne pe plaborum
eiciunt int quiscipit rem saecerum
solorro occulpa nuscilit volupta tu-
saectem ea sendit et, num que ve-
nis adis undae con none dictestiae
eost, sim et pre perro vel ipiet autat
exerunt volore ne et velecaborrum
am fugit fugit et occaborepudi om-
nihit, sam laudiciatem serunt.
Ti ad es estio. Evelis sam, estius eum
del escider natem.
Anduciam ut qui-
bus doluptat autem
et volor modignis
verepudia pe cus,
sentiamusda quat
fugia sunt volupti
aestrum vid esto od
ut quam eosam fuga.
Itat qui ut ut quidele nimusciam cum
et ad exerrum non repudit et omnit
optatem fugiate denessim quas et ex-
plis nis dollitatiis acerferci doluptam
et utempora ipsum acculpa ribus,
sitatur, quaspic iisimag nihitist aut
moluptam volore nonsecu mquodi-
tis aliqui dolore laborumquo bla ip-
sam iur, quid moluptas as alis sunda-
mus exeribus, volupisci in conseque
etum eos comnimenti omniet abora
voluptas ratem eum aut modic to era
desequat invelitis pa des doleseris
plit lam, tet hilitintium qui dis aut
ium fugita conemqui aut ommolor
rera est omniet il magnis est, unt
ium dunt reperume non con reheni
culpari tatiaep tatetur a consernam
nessimin eos eat que numet et, quas
By Ima W. Riter
[email protected]
Look for LOCAL on page 4A
Something local goes here for the
readers to read about something
Pa adis quatend ipsunt alia dolores
abor ratur, quam, in nim nos et,
offic temporitae nus molo eos et
harum quos sim apiendanis eum
facest magnia quos doluptati antio
odior sunditatus modion rent hil il-
itatiost, sunt ernatur re landitiis ut
dolestrundi omni re eum unt ium
quae. Asi dolupta con pe que laborit
ad untiam re liquate pore vel eost, se-
catis eossum il eiume volorro vidunt,
ommolut a porerum quam quiatem
rem et faccus et as dolorem explabo.
Dunt aut estem quam qui dit faccus.
Nequam sum volorem nonsed
exeruptaqui omnim ent dipsandun-
to con consequ amusci nissi corum
fuga. Uptas ullaborepuda sae vellan-
tio quatus, comnimus et faccum du-
cita qui blabo. Sumet etur?
Sincid quia sundeli aspero blantem
nos reprem est aut rerio quis dunt,
ident. Di occustiorepe pe volent que
By Ima W. Riter
[email protected]
Look for LOCAL on page 4A
Something local goes here for the readers
to read about something Something local
goes here for the readers to read about
Ima Shooter
Pa adis quatend ipsunt alia dolores
abor ratur, quam, in nim nos et,
offic temporitae nus molo eos et
harum quos sim apiendanis eum
facest magnia quos doluptati antio
odior sunditatus modion rent hil il-
itatiost, sunt ernatur re landitiis ut
dolestrundi omni re eum unt ium
quae. Asi dolupta con pe que laborit
ad untiam re liquate pore vel eost, se-
catis eossum il eiume volorro vidunt,
ommolut a porerum quam quiatem
rem et faccus et as dolorem explabo.
Dunt aut estem quam qui dit faccus.
Nequam sum volorem nonsed
exeruptaqui omnim ent dipsandun-
to con consequ amusci nissi corum
fuga. Uptas ullaborepuda sae vellan-
tio quatus, comnimus et faccum du-
cita qui blabo. Sumet etur?
Sincid quia sundeli aspero blantem
nos reprem est aut rerio quis dunt,
ident.
Di occustiorepe pe volent que iscien-
dae peres vel mi, odit, quis audaeri
remolo veribus ut as esecta volorem.
Fugia pe sunt adit vendi inverehe-
By Ima W. Riter
[email protected]
Look for LOCAL on page 4A
SOMETHING LOCAL
SOMETHING LOCAL
Something Local That We
Want You To Know Is Here
Pa adis quatend ipsunt alia dolores
abor ratur, quam, in nim nos et, of-
fic temporitae nus molo eos et ha-
rum quos sim apiendanis eum facest
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LocalSomething....XX LocalSomething....XX
LocalSomething....XX LocalSomething....XX
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LocalSomething....XX LocalSomething....XX
LocalSomething....XX LocalSomething....XX
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doluptati antio odior sunditatus modion rent hil ili-
tatiost, sunt ernatur re landitiis ut dolestrundi omni
re eum unt ium quae. Asi dolupta con pe que laborit
ad untiam re liquate pore vel eost, secatis eossum il
eiume volorro vidunt, ommolut a porerum quam qui-
atem rem et faccus et as dolorem explabo. Dunt aut
estem quam qui dit faccus.
Nequam sum volorem nonsed exeruptaqui omnim
ent dipsandunto con consequ amusci nissi corum
fuga. Uptas ullaborepuda sae vellantio quatus, comni-
mus et faccum ducita qui blabo. Sumet etur?
Sincid quia sundeli aspero blantem nos reprem est
aut rerio quis dunt, ident. Di occustiorepe pe volent
que isciendae peres vel mi, odit, quis audaeri remolo
veribus ut as esecta volorem. Fugia pe sunt adit vendi
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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Four principles of design
Repetition
Content
Shape
Style and Rules
Position
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Something something local local
Pa adis quatend ipsunt alia dolores abor ra-
tur, quam, in nim nos et, offic temporitae nus
molo eos et harum quos sim apiendanis eum
facest magnia quos doluptati antio odior
sunditatus modion rent hil ilitatiost, sunt er-
natur re landitiis ut dolestrundi omni re eum
unt ium quae. Asi dolupta con pe que laborit
ad untiam re liquate pore vel eost, secatis
eossum il eiume volorro vidunt, ommolut a
porerum quam quiatem rem et faccus et as
dolorem explabo. Dunt aut estem quam qui
dit faccus.
Nequam sum volorem nonsed exeruptaqui
omnim ent dipsandunto con consequ amus-
ci nissi corum fuga. Uptas ullaborepuda sae
vellantio quatus, comnimus et faccum ducita
qui blabo. Sumet etur?
Sincid quia sundeli aspero blantem nos
reprem est aut rerio quis dunt, ident.
Di occustiorepe pe volent que isciendae
peres vel mi, odit, quis audaeri remolo veri-
bus ut as esecta volorem. Fugia pe sunt adit
vendi inverehenis maion porem. Tion re et
hiciet res quam repudion ne pe plaborum
eiciunt int quiscipit rem saecerum solorro
occulpa nuscilit volupta tusaectem ea sendit
et, num que venis adis undae con none dic-
testiae eost, sim et pre perro vel ipiet autat
exerunt volore ne et velecaborrum am fugit
fugit et occaborepudi omnihit, sam laudici-
atem serunt.
Ti ad es estio. Evelis sam, estius eum del es-
cider natem. Anduciam ut quibus doluptat
autem et volor modignis verepudia pe cus,
sentiamusda quat fugia sunt volupti aestrum
vid esto od ut quam eosam fuga. Itat qui ut
ut quidele nimusciam cum et ad exerrum
non repudit et omnit optatem fugiate de-
nessim quas et explis nis dollitatiis acerferci
doluptam et utempora ipsum acculpa ribus,
sitatur, quaspic iisimag nihitist aut molup-
tam volore nonsecu mquoditis aliqui dolore
laborumquo bla ipsam iur, quid moluptas as
alis sundamus exeribus, volupisci in conse-
que etum eos comnimenti omniet abora vo-
luptas ratem eum aut modic to era desequat
invelitis pa des doleseris plit lam, tet hilitin-
tium qui dis aut ium fugita conemqui aut
ommolor rera est omniet il magnis est, unt
ium dunt reperume non con reheni culpari
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something local
More something local
something local local
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abor ratur, quam, in nim nos et,
offic temporitae nus molo eos et
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facest magnia quos doluptati antio
odior sunditatus modion rent hil il-
itatiost, sunt ernatur re landitiis ut
dolestrundi omni re eum unt ium
quae. Asi dolupta con pe que laborit
ad untiam re liquate pore vel eost, se-
catis eossum il eiume volorro vidunt,
ommolut a porerum quam quiatem
rem et faccus et as dolorem explabo.
Dunt aut estem quam qui dit faccus.
Nequam sum volorem nonsed
exeruptaqui omnim ent dipsandun-
to con consequ amusci nissi corum
fuga. Uptas ullaborepuda sae vellan-
tio quatus, comnimus et faccum du-
cita qui blabo. Sumet etur?
Sincid quia sundeli aspero blantem
nos reprem est aut rerio quis dunt,
ident.
Di occustiorepe pe volent que iscien-
dae peres vel mi, odit, quis audaeri
remolo veribus ut as esecta volorem.
Fugia pe sunt adit vendi inverehe-
nis maion porem. Tion re et hiciet
res quam repudion ne pe plaborum
eiciunt int quiscipit rem saecerum
solorro occulpa nuscilit volupta tu-
saectem ea sendit et, num que ve-
nis adis undae con none dictestiae
eost, sim et pre perro vel ipiet autat
exerunt volore ne et velecaborrum
am fugit fugit et occaborepudi om-
nihit, sam laudiciatem serunt.
Ti ad es estio. Evelis sam, estius eum
del escider natem.
Anduciam ut qui-
bus doluptat autem
et volor modignis
verepudia pe cus,
sentiamusda quat
fugia sunt volupti
aestrum vid esto od
ut quam eosam fuga.
Itat qui ut ut quidele nimusciam cum
et ad exerrum non repudit et omnit
optatem fugiate denessim quas et ex-
plis nis dollitatiis acerferci doluptam
et utempora ipsum acculpa ribus,
sitatur, quaspic iisimag nihitist aut
moluptam volore nonsecu mquodi-
tis aliqui dolore laborumquo bla ip-
sam iur, quid moluptas as alis sunda-
mus exeribus, volupisci in conseque
etum eos comnimenti omniet abora
voluptas ratem eum aut modic to era
desequat invelitis pa des doleseris
plit lam, tet hilitintium qui dis aut
ium fugita conemqui aut ommolor
rera est omniet il magnis est, unt
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harum quos sim apiendanis eum
facest magnia quos doluptati antio
odior sunditatus modion rent hil il-
itatiost, sunt ernatur re landitiis ut
dolestrundi omni re eum unt ium
quae. Asi dolupta con pe que laborit
ad untiam re liquate pore vel eost, se-
catis eossum il eiume volorro vidunt,
ommolut a porerum quam quiatem
rem et faccus et as dolorem explabo.
Dunt aut estem quam qui dit faccus.
Nequam sum volorem nonsed
exeruptaqui omnim ent dipsandun-
to con consequ amusci nissi corum
fuga. Uptas ullaborepuda sae vellan-
tio quatus, comnimus et faccum du-
cita qui blabo. Sumet etur?
Sincid quia sundeli aspero blantem
nos reprem est aut rerio quis dunt,
ident. Di occustiorepe pe volent que
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offic temporitae nus molo eos et
harum quos sim apiendanis eum
facest magnia quos doluptati antio
odior sunditatus modion rent hil il-
itatiost, sunt ernatur re landitiis ut
dolestrundi omni re eum unt ium
quae. Asi dolupta con pe que laborit
ad untiam re liquate pore vel eost, se-
catis eossum il eiume volorro vidunt,
ommolut a porerum quam quiatem
rem et faccus et as dolorem explabo.
Dunt aut estem quam qui dit faccus.
Nequam sum volorem nonsed
exeruptaqui omnim ent dipsandun-
to con consequ amusci nissi corum
fuga. Uptas ullaborepuda sae vellan-
tio quatus, comnimus et faccum du-
cita qui blabo. Sumet etur?
Sincid quia sundeli aspero blantem
nos reprem est aut rerio quis dunt,
ident.
Di occustiorepe pe volent que iscien-
dae peres vel mi, odit, quis audaeri
remolo veribus ut as esecta volorem.
Fugia pe sunt adit vendi inverehe-
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SOMETHING LOCAL
SOMETHING LOCAL
Something Local That We
Want You To Know Is Here
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Something local goes here for the readers to
read about something Something local goes
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LOCALLOCALLOCAL
LocalSomething....XX LocalSomething....XX
LocalSomething....XX LocalSomething....XX
LocalSomething....XX LocalSomething....XX
LocalSomething....XX LocalSomething....XX
LocalSomething....XX LocalSomething....XX
LocalSomething....XX LocalSomething....XX
LocalSomething....XX LocalSomething....XX
LocalSomething....XX LocalSomething....XX
LocalSomething....XX LocalSomething....XX
LocalSomething....XX LocalSomething....XX
To subscribe:
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Pa adis quatend
ipsunt alia do-
lores abor ratur,
quam, in nim nos et, offic temporitae nus molo eos et
harum quos sim apiendanis eum facest magnia quos
doluptati antio odior sunditatus modion rent hil ili-
tatiost, sunt ernatur re landitiis ut dolestrundi omni
re eum unt ium quae. Asi dolupta con pe que laborit
ad untiam re liquate pore vel eost, secatis eossum il
eiume volorro vidunt, ommolut a porerum quam qui-
atem rem et faccus et as dolorem explabo. Dunt aut
estem quam qui dit faccus.
Nequam sum volorem nonsed exeruptaqui omnim
ent dipsandunto con consequ amusci nissi corum
fuga. Uptas ullaborepuda sae vellantio quatus, comni-
mus et faccum ducita qui blabo. Sumet etur?
Sincid quia sundeli aspero blantem nos reprem est
aut rerio quis dunt, ident. Di occustiorepe pe volent
que isciendae peres vel mi, odit, quis audaeri remolo
veribus ut as esecta volorem. Fugia pe sunt adit vendi
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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Four principles of design
Alignment
Left
Right
Centered
Justified

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
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

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
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

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
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

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
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

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Four principles of design
Proximity

View Slide
DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Four principles of design
Proximity
FLAG 1
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Vestibulum eget sapien sit amet lacus hendrerit pellentesque
lobortis quis sapien.
FLAG 2
Donec id purus et massa interdum elementum. Proin adipi-
scing placerat consequat. Nunc malesuada metus at nunc mat-
tis vel consectetur dolor.
FLAG 3
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
FLAG 4
Cras massa augue, iaculis ac gravida at, malesuada sit amet
purus. Fusce at rhoncus purus.

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Four principles of design
Proximity
FLAG 1
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Vestibulum eget sapien sit amet lacus hendrerit pellentesque
lobortis quis sapien.
FLAG 2
Donec id purus et massa interdum elementum. Proin adipi-
scing placerat consequat. Nunc malesuada metus at nunc mat-
tis vel consectetur dolor.
FLAG 3
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
FLAG 4
Cras massa augue, iaculis ac gravida at, malesuada sit amet
purus. Fusce at rhoncus purus.

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Four principles of design
Proximity
FLAG 1
Lorem ipsum dolor sit amet, consectetur adipi-
scing elit. Vestibulum eget sapien sit amet lacus
hendrerit pellentesque lobortis quis sapien.
FLAG 3
Donec id purus et massa interdum elementum.
Proin adipiscing placerat consequat. Nunc
malesuada metus at nunc mattis vel consectetur
dolor.
FLAG 2
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
FLAG 4
Cras massa augue, iaculis ac gravida at, male-
suada sit amet purus. Fusce at rhoncus purus.

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Four principles of design
Contrast
Repetition
Alignment
Proximity

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Four principles of design
Contrast
Repetition
Alignment
Proximity

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Fundamentals of design
Simplicity

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Fundamentals of design
Simplicity

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Fundamentals of design
Simplicity

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Fundamentals of design
Balance

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Fundamentals of design
Balance

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Fundamentals of design
Balance

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Fundamentals of design
Balance

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Fundamentals of design
Balance

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Fundamentals of design
Space. Shape. Position.

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Elements of design
Color
Art
Typography

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Elements of design
Color

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Elements of design
Color

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Elements of design
Color
Warmer colors...
ADVANCE
Cooler colors...
RECEDE
Black, white and gray...
are colors!

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Elements of design
Color
Colors imply emotion...

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Elements of design
Color
Never hesitate to get help. adobecolor.com

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Elements of design
Art

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Elements of design
Art
Quality in... Quality out.

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Elements of design
Art

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Elements of design
Art

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Elements of design
Typography

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
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.

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Groups

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Serifs

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Times Garamond Caslon
Serifs

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Times Garamond Caslon
Serifs
Traditional Elegant Institutional
Conservative Formal Authority
Easy to read text

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Sans Serifs

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Arial Gothic Calibri
Sans Serifs

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Arial Gothic Calibri
Modern Mechanical Open
Young Casual Inform
Easy to read signage
Sans Serifs

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Decorative

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Birch Bauhaus Gigi Script
Decorative

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Diverse Artsy Entertaining
Niche Restrictive Dangerous
Best in short headlines, wordmarks
Birch Bauhaus Gigi Script
Decorative

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Tracking
Kerning

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
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.

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Tracking & Kerning
War

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Tracking
War

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Kerning
War

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
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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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Principles
Elements
Fundamentals

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN

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DESIGN BASIC TRAINING
LANGUAGE OF DESIGN
Next
9 Welcome and introduction
9:15 The American reader and the newspaper
9:45 History and anatomy of page one
10:20 BREAK
10:30 Language of design
11 Modular design and designing modules
Noon LUNCH
12:45 America’s page one – PART ONE
1:45 America’s page one – PART TWO
2:45 BREAK
3 Putting it all together
3:55 Wrapping it all up
4 Conclusion

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