Graphic Design

Expand the Brand Module 5 6/2/11

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 white space between columns of text Use 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

Dont use more than two typefaces Dont 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

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 Dont use too many or too few pictures Add color for impact, but dont 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

Always remember that

Great design and great content will make a great product!