1. Basic Design SBM 338 Lanny Wilke

2. Four Basic Design Principles Proximity Alignment Balance Unity

3. Proximity Group related items together so they are seen as one cohesive group. Helps bring the strategic concept to life. Creates strategically designed associations that enhance visual flow.

4. Visuals The images that support the copy Visual flow How the reader’s eye follows the layout.

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8. Alignment Helps make the verbal visual. Nothing should “hang” alone. Prioritize Let the message, the big idea, guide your alignment. Helps with visual flow.

9. Lines The basic tools of alignment The edges of visuals The ends of lines of copy The edges of blocks of copy Actual lines The end of one line and the beginning of another guides the reader’s eye.

10. Can be literal Can define space or give direction. Can be created by other elements of design Justification is important Everything with a purpose.

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14. Balance Contrast – the counterpart of balance Symmetry & asymmetry Symmetrical layout – calming May also be boring Asymmetry brings contrast Creates visual interest

15. Can be achieved with… Size Type Weight Color Texture Space

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22. Mirroring Reflect the opposite weight, shape, or size in another part of your layout. White space (negative space) Has optical weight Helps rest the eyes Can draw attention to a headline, copy block, or visual.

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26. Unity All elements form a visually cohesive whole. Achieved through repetition Shape, color, type, line, and placement Image-dominant vs type- dominant layouts Harmony and coherence

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30. What will best convey the big idea? Place other elements in subordinate relationships to the dominant element. Carry your visual concept throughout the ad.

31. Develop better layouts See it Keep a file of ads you like Say it Write down why you like the ads. Which of the design principles are strongest? What caught your eye? Sketch it Put something on paper. No matter what.

32. Typography Serif/sans serif Serif – little tails More flowing, easier to read Sans serif – no tails More stiff or edgy, more dramatic Weight (optical weight) boldness Size Normal for body is 8-12 point Headlines & taglines – 36 point Make it inviting to read

33. Structure and form Form – shape of type Structure – how letters are technically built Styles of Type Old – serif Modern – often has serifs Script – may be difficult to read Decorative – rarely used in body copy

34. Placement Reverse and overprinting Reverse – white type on colored background Overprinting – type printed over a lightened image, texture, or tone

35. Spacing  Space between letters  Can be varied manually through kerning Leading  Space between rows of type Justification and alignment  Center, right, left, full

36. Widows – a line with only one or two words Font should match the tone of your ad Don’t go crazy with your fonts Serif – easier to read in long blocks of copy Break headlines sensibly Keep it readable

37. Part 2 is next.