General Assembly INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS Sourced from the book: Design Elements: A Graphic Style Manual by Timothy Samara, Rockport Press 20 RULES FOR MAKING GOOD DESIGN

2 Graphic design isn’t just imagery for marketing, it is also commentary, opinion, a point of view, and social responsibility. INTRODUCTION GENERAL ASSEMBLY INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS

3 Notions of “good” and “bad” design refer to quality sometimes aesthetic and also sometimes functional choices. ON GOOD & BAD DESIGN GENERAL ASSEMBLY INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS

4 Some say rules = limitations? I say rules are guidelines! “Rules can be broken, but not ignored.” – David Jury (Swiss Typographer and Author) 20 RULES FOR MAKING GOOD DESIGN GENERAL ASSEMBLY INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS

5 Have a concept. Good designs are born from a story a message. 1 GENERAL ASSEMBLY INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS

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8 Communicate don’t decorate. Form carries meaning. 2 GENERAL ASSEMBLY INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS

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11 3 GENERAL ASSEMBLY INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS Speak with one visual voice. Do all elements relate and are created in the same language and tone? Use consistent colors, typography and forms.

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13 4 GENERAL ASSEMBLY INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS Use two typeface families maximum. OK, maybe three. A change in typeface signals a change in meaning or function to the reader.

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16 5 GENERAL ASSEMBLY INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS The one two punch! Have a visual hierarchy. Focus the viewers attention on the most important thing first and then lead them through the rest.

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18 6 GENERAL ASSEMBLY INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS Pick colors thoughtfully and on purpose. Learn what colors will do when combined. Ask yourself how will these colors communicate. Colors carry psychological meaning. Additionally choose colors that are right not what is expected.

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20 7 GENERAL ASSEMBLY INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS Keep it simple. If you can say the same thing with less don’t choose to add more. A simplier message will communicate the most effectively.

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22 8 GENERAL ASSEMBLY INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS Negative space (white space) is magical! Space separates content and can be used to lead the eye.

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24 9 GENERAL ASSEMBLY INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS Treat type as image. Type is also visual material just as useful as imagery.

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26 10 GENERAL ASSEMBLY INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS Type is only type when it’s friendly. Make it legible and readable. Always!

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28 11 GENERAL ASSEMBLY INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS Be universal;remember not to insert ourselves too much into our work. Make your message for the perspective of the masses and not to satisfy your own tastes.

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30 12 GENERAL ASSEMBLY INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS Squish and separate. Create contrasts, density, visual rhythms. Pull some material closer together and other farther apart.

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32 13 GENERAL ASSEMBLY INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS Distribute light and dark (like firecrackers and the rising sun). Make sure you have a wide tonal range in your design.

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34 14 GENERAL ASSEMBLY INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS Be decisive. Do things on purpose, or don’t do them at all. Make clear decisions about size and arrangement.

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36 15 GENERAL ASSEMBLY INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS Measure with your eyes: design is visual. Trust your eyes to judge and not the measuring tools of the computer or ruler. Squares always look larger than Circles with the same height. Compensate optical illusions by trusting your eye (make the circles larger).

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38 16 GENERAL ASSEMBLY INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS Create images yourself---don’t scavenge. Commonly used stock images and graphics are often recognized as such.

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42 17 GENERAL ASSEMBLY INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS Ignore fashion. Base your design on the meaning to be communicated and do not fall into the surrounding trends of style. These will be short lived and ultimately replaced anyway.

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45 18 GENERAL ASSEMBLY INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS Create movement in color and layout. Static = dull. Movement = interest and attention.

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48 19 GENERAL ASSEMBLY INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS Look to history, but don’t repeat it. Its good to look to the past to gain context of where we are and what styles evolved to newer styles, but do not repeat. Move design forward by doing your own work and in your own way.

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51 20 GENERAL ASSEMBLY INTRODUCTION TO VISUAL DESIGN FUNDAMENTALS Symmetry is evil. Symmetrical compositions remain static. Which breaks rule 18. The symetrical format controls the design. Break free and design your own format. It will have more movement and more poetry.

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