Agenda Content is Key Graphic Design Basics –Know your Audience –Layout, Typefaces, Body Copy –Photos and Images –Color
Importance of Good Design Visual presentation is a critical aspect of effective communication Well-organized visuals add meaning and substance to your message Basic rules of good design apply to print and electronic formats
Content is Key Know your audience –Who is your audience and what do they want to know? –What do YOU want the audience to know? ID Purpose of publication –How long will the information be accurate? –How much space do you have?
Graphic Design Basics #1 Know your Audience Know your audience –Readers over age 40 could benefit from larger font size, 12 or 14 pt Consider your audience –Reading skills should influence design –Keep layout simple and uncomplicated
Graphic Design Basics #2a Layout: Flow and Focus Keep Layout Simple and Consistent –Provide space between different ideas/topics for clear separation Flow and Focus –Use “Z” pattern for placement of important information: start in upper-left, across right, then back to the left while moving down.
Graphic Design Basics #2b Layout: Use Design Grids Organizing Pages –Use Design Grids: A series of horizontal & vertical lines that evenly divide a page
Graphic Design Basics #2c Layout: White/Negative Space Organizing Pages –White / Negative Space: Gives “breathing room” for brain to absorb material –Use ¼” white space between columns of text –Use ¼” more white space at the bottom of a page
Graphic Design Basics #2d Layout: Organizing Text Grab attention with short, clever headlines of 5-8 words for ideal results Use sub-heads, block quotes and pullout quotes to break up large chunks of information
Graphic Design Basics #2e Layout: Typography Font: set of characters in particular size and style of type Typeface: contains a series of fonts -Serif: traditional look typeface with little “feet” -Sans serif: no “feet” contemporary look -Decorative: everything else, script and display typefaces
Graphic Design Basics #2e Layout: Typography Alignment -Flush left (left-aligned) -Flush right (right-aligned) -Centered -Justified (full-justified) left and right margins are parallel, more formal style
Graphic Design Basics Tips for Typefaces & Body Copy Don’t use more than two typefaces Don’t use all capital letters for body copy Use 12 pt size as a minimum Avoid widows and orphans Always check spelling and grammar Have someone else proof your materials
Graphic Design Basics Tips for Typefaces & Body Copy SPECIAL: Crab Imperial
Graphic Design Basics Tips for Typefaces & Body Copy
Graphic Design Basics #3 Photos and Images: Resolution Measuring Resolution - Measured in dots per inch (dpi) Electronic screen - Typical screen (web) resolution is 72 dpi Print - Image files ideal is 300 dpi at 100% size
Graphic Design Basics #3 Photos and Images: Tips Make sure image matches the copy Faces looking at reader or towards copy Don’t use too many or too few pictures Add color for impact, but don’t use too much indiscriminately
Graphic Design Basics #4 Color: RGB Red Green Blue: Creates color through the addition of light, used for electronic mediums
Graphic Design Basics #4 Color: CMYK 4-Color Process: Cyan Magenta Yellow blacK, industry standard used for print
Graphic Design Basics #4 Color: PMS Spot Color / PMS: Pantone Matching System, used to print an exact color match
Graphic Design Basics #4 Color: Properties Black and white are neutrals Colors are classified as warm or cool Warm colors appear larger and closer Most colors carry emotional meanings
Graphic Design Basics #4 Color: Contrast Adds visual interest Emphasize type or graphics Helps show separation Paper color affects the color of the ink
ACTIVITY: What Would You Do? Each table receives a newsletter Mark the things you like and the things you think should be changed/updated Report out to the group
Always remember that … Great design and great content will make a great product!