1. Principles of Good Print Design
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2. “Designers inspire, provoke, validate, entertain and provide utility for people. To truly connect, designers need to have compassion and empathy for their audiences. Designers need to understand the relationship between what they produce and the meaning their product has for others.” AIGA, Ethnography primer
Key points
“Designers inspire, provoke, validate, entertain and provide utility for people. To truly connect, designers need to have compassion and empathy for their audiences. Designers need to understand the relationship between what they produce and the meaning their product has for others.”
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3. Alumni Video – Working with Print Media
To Instructor
Insert a Movie Clip here on Alumni discussion their experience with print media.
Alumni Video – Working with Print Media
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11. Four Basic Principals of Design
Proximity
Alignment
Repetition/ Consistency
Contrast
With size, value, color and type
White space
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12. PRO XIMITY
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13. Key Points
Observe a group of people in a room.
You can often learn a lot about who is listening intently to another person, which are strangers, or who is ignoring who by how close together they sit or stand.
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14. Dairy Dairy Milk Eggs Cheese Grain Grain Bread Rice Fruit Fruit Apples
Bananas
Strawberries
Dairy
Milk
Eggs
Cheese
Grain
Bread
Rice
Fruit
Apples
Bananas
Strawberries
Key Points
To achieve proximity, you must first organize your content into related groups.
Compare the two lists below; both contain the same amount of information, but the one on the right groups related items together.
The result is that you can read and understand the list much easier.
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15. Key Points
The graphic anchors the bottom of the page, but the four text elements all float on the page with no apparent connection to each other (proximity/unity).
The change in the headline (font change, reversed out of blue box) along with the subheading pulled in closer provides balance with the graphic on the bottom. The spacing between the two paragraphs of text is reduced slightly as well.
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16. Alignment
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17. Module 3, Unit 3, Sub-Unit 5, Session 3
Alignment (desktoppub.about.com)
Key Points
Can you imagine how difficult it would be to find your car in a crowded parking lot if everyone ignored the parking lot stripes and parked in every which direction and angle? Imagine trying to get out of there!
Alignment brings order to chaos, in a parking lot and on a piece of paper. How you align type and graphics on a page and in relation to each other can make your layout easier or more difficult to read, foster familiarity, or bring excitement to a stale design.
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18. Key Points
There is nothing inherently wrong with centered headlines, text, and graphics. They lend a formal tone to a layout. But, for this series of layouts something a bit more informal is called for. Also, large blocks of centered text are usually harder to read.
In the second "Alignment" example, text alignment is left-aligned, ragged right, wrapped around the bottom graphic which is aligned more to the right, opposite an added graphic that is aligned to the left to help balance the overall design. When doing your own ad, it’s good to draw lines on the page to make sure everything is lined up correctly
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19. REPETITION/CONSISTENCY REPETITION/CONSISTENCY REPETITION/CONSISTENCY
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20. STOP
Key Points
What if Stop signs came in pink squares, yellow circles, or green triangles, depending on the changing whims of a town and a few of its residents? Imagine the ensuing traffic jams and accidents. Repeating design elements and consistent use of type and graphics styles within a document shows a reader where to go and helps them navigate your designs and layouts safely.
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21. Key Points
Within the second "Repetition" example, the headline is repeated three times using graphics that tie in with the copy in the text blocks. The repetition of the colors in the shapes and headline text that are in the copy help to reinforce the theme. Overlapping the graphic and text elements unifies the elements of the design.
Repetition of headline reinforces message
Same font in all 3
Same layout
Overlap of text with shape adds interest and creates cohesion
Note the use of alignment for the body text – divided into 2 columns, each column covering a different point
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22. Key Points
Another aspect of consistency that can be seen when viewing all 6 of the "after" examples is the blue borders, blue reversed boxes, and the typeface (Britannic Bold) used for the names of all the principles of design. The drop cap used in three examples (Bermuda LP Squiggle) is another element of consistency.
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23. CONTRAST
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24. Module 3, Unit 3, Sub-Unit 5, Session 3
Contrast (desktoppub.about.com)
Key Points
On the basketball court, one pro team looks much like another. But send a few of those players for a stroll down most any major city street and something becomes apparent — those players are much taller than your average guy on the street. That's contrast. In design, big and small elements, black and white text, squares and circles, can all create contrast in design.
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25. Also draws your eye from visual to text in a smooth flow
White space creates contrast and allows towering image to be more prominent.
Also draws your eye from visual to text in a smooth flow
Oversized image creates dramatic contrast and emphasizes text that references how tall ball players are.
Contrast in font type lets the text stand out, but also creates consistency with the basketball image
Key Points
There's isn't enough contrast between the headline and text due in part to size but also because the two different serif faces used or too similar (not obvious from the small graphic, trust me, they are different typefaces).
That oversized graphic provides real contrast and reinforces the copy (tall basketball players). Dropping the text down to the bottom portion of the page also reinforces the 'towering' aspect of the graphic. The reversed text in the blue box, the blue border, and the drop cap carries through the overall unifying elements found throughout the series. Additionally, the round shape of the drop cap and its color echo the shape and color of the basketball in the graphic. The drop cap and the reversed text on the left side plus the left-aligned text help to balance the large graphic element.
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26. different TYPES of contrast
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27. Contrast with Size
(Hot Dog Cart Design by jmrichte1)
Key Points
Big and small elements of the same type, such as big and small images and big and small type are the most obvious uses of size to create contrast. Contrasting white space or the physical size of the piece with another element of the design is another method.
That oversized graphic provides real contrast and reinforces the copy (tall basketball players). Dropping the text down to the bottom portion of the page also reinforces the 'towering' aspect of the graphic. The reversed text in the blue box, the blue border, and the drop cap carries through the overall unifying elements found throughout the series. Additionally, the round shape of the drop cap and its color echo the shape and color of the basketball in the graphic. The drop cap and the reversed text on the left side plus the left-aligned text help to balance the large graphic element.
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28. Contrast with Value
(Calendar Design byPMacLaird)
Key Points
The relative lightness or darkness of two elements to each other can create a contrast in value. Whether with shades of gray or tints and shades of a single color, the further apart the values the greater the contrast.
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29. Contrast with Color
Graphic © J. Bear
Key Points
Use harmonizing, complementary, and opposite colors to create contrast. Be careful with the value of the colors as well. For example, harmonizing colors (adjacent to each other on the color wheel) can appear washed out if there is not enough difference in the values of each color.
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30. Module 3, Unit 3, Sub-Unit 5, Session 3
Key points
Absence of text and graphics
Doesn’t have to be white in color
Can be the tone of the background color
Visual breathing room for your eyes
Makes page less cramped, confusing, or overwhelming
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33. Typography
Typography
Typography
Typography
Typography
Typography
Typography

34. Century Gothic (bold italic)
Type Relationships
Concordant
Same font family
Variety of style
Century Gothic (normal)
Century Gothic (bold)
Century Gothic (italic)
Century Gothic (bold italic)
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35. (your readers will notice, trust me)
Type Relationships
Conflicting
Avoid at all cost
Different fonts with similar features
Looks to be a mistake
Times New Roman
Century Schoolbook
(your readers will notice, trust me)
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36. Broadway font Times New Roman Type Relationships Contrasting
Very different font types together
Similar to contrast design principles
Exciting and appealing!
Broadway font
Times New Roman
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37. Imagery

38. Artwork/Illustration
Original design
Good for unique species
Flexibility
Repetition and Consistency
more time
maybe more money
Key points
Artwork/Illustration
Original design created for your campaign only
Good for unique or hard-to-see flagship species
Flexibility in personality
Assist with repetition and consistency
Requires more time, and maybe more money
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39. Original Photography Powerful and engaging Realistic and accurate
Specific to site or species
Less flexibility with design or repetition/consistency
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40. Stock Photography Less expensive Quick and easy to procure
Hard for specific needs
May be limitations on use
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41. Purpose: To begin applying and internalizing design principles
Activity: Apply the Principles of Good Print Design to Professionally Developed Materials
Purpose: To begin applying and internalizing design principles
Pick several different ads
Analyze how the ads use, or don’t use the previously reviewed design principles
Fill in the Ad Critic Table
Share your ideas
To instructor
Follow directions in Instructor Guide.
All activities should follow this format, with no timing. Any images you need to add in please do so on a separate slide.
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44. Activity: Analyzing Poster Design
Purpose: To critically assess all elements of design in a creative concept
Use same posters you analyzed for Principles of Design
Analyze each one by applying the criteria provided in your Participant Guide
To Instructor
You can have the participants do this activity without looking at an example as a class, or, you can present one example and talk through the questions asked in the exercise. Do not spend a great deal of time going over the example. You just want to demonstrate for them what they will be doing in the activity.
Follow directions in Instructor Guide.
All activities should follow this format, with no timing. Any images you need to add in please do so on a separate slide.
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45. Prompts
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46. What messages are these symbols trying to get across?
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49. Activity: Using Prompts to Stimulate Action
Purpose: To consider simple prompts to stimulate and encourage desired behaviors
Sketch 3 prompts that might relate to your campaign
Do you think these prompts are worth incorporating in your campaign?
To instructor
Follow directions in Instructor Guide.
All activities should follow this format, with no timing. Any images you need to add in please do so on a separate slide.
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50. Mini Media
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51. Activity: Analyzing or Creating Additional Mini-Media Pride Campaign Materials
Purpose: To critically analyze a variety of Pride campaign materials, and discuss what might be appropriate for your campaign
Look at Pride Handbook at different mini media ideas.
Group discussion on what may work best for you campaign.
Arts & Craft: Draw up some draft mini media!
To Instructor
Follow instructions in instructor guide
Consider presenting your mini examples also on the screen for better viewing and discussion. Be sure you have the physical example in the classroom also.
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52. Activity: Distribution and Sponsors
Purpose: To think outside the box in terms of how to effectively leverage and distribute your mini-media
On your index card, write your site location, 1-3 messages and the mini-media you would like to use
Join group A or B
Group B rotate at 1 minute intervals
Group B read partner’s index card, offer suggestions
Share your ideas
To instructor
Follow directions in Instructor Guide.
All activities should follow this format, with no timing. Any images you need to add in please do so on a separate slide.
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