1. Thoughts on Design

2. Never Forget Audience and Purpose Just as the text depends on audience and purpose, so does the design Consider the difference in design between ESPN the Magazine and Reader’s Digest

3. Basic Design Concepts Appropriateness (which we just discussed) Focus and Flow Balance Consistency

4. Focus and Flow: How Readers Enter a Page First, and foremost, native readers of English enter the page at the top-left and follow it to the bottom-right However, as a designer, you can control where the reader enters the page by creating a design that helps the reader’s eye navigate the page

5. Focus and Flow, cont’d. Such a design begins with a focal point, or a dominant design element Other design elements, including text, white space, and less dominant elements should dictate the flow after the reader has entered the page

6. Balance Balance refers to the placement of “weighted” graphical elements Several qualities can cause an element to be heavily weighted –Color –Thickness –Darkness/density –Size (area) –Content (as in a unique photograph)

7. Balance, cont’d. Imbalance can attract attention and help with navigation because most people expect symmetry However, pages that are top-heavy, bottom-heavy, or too busy can be aesthetically displeasing

8. Balance, cont’d. Many designers use a grid system to help them work with balance They use vertical column guides and horizontal rules to divide the page into thirds in both directions (hence, the rule of thirds)

9. Balance, cont’d. The visual center is here:

10. Balance, cont’d. The Hans Hoffman Effect helps designers remember to anchor their designs on the left and on the bottom

11. Consistency Subtle consistencies in design will help guide the reader through a page and through a publication Examples: –Dominant headlines –Use of rules to separate chunks of information –Dingbats (icons) or drop caps to indicate the beginning or end of a story –Consistent use of color, type, white space, etc. on pages with similar communicative functions

12. Sure Bets for Bad Design No dominant element or focal point Poorly used or “trapped” white space Inconsistent navigational elements Inaccuracy and lack of proofing Too much of anything Poor quality graphics Text that is difficult to read

13. The Road to Good Design Audience and purpose are always in the forefront of a good designer’s mind Free-thinking creativity and lots and lots of drafts and sketches lead to brilliance Simplicity and clarity are key Rule-breaking is only for experts Steal design ideas like a kleptomaniac