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Graphic Design

Expand the Brand – Module 5 – 6/2/11

• 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? .

12 or 14 pt • Consider your audience – Reading skills should influence design – Keep layout simple and uncomplicated .Graphic Design Basics #1 Know your Audience • Know your audience – Readers over age 40 could benefit from larger font size.

across right. . then back to the left while moving down.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.

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 .

Sans serif: no “feet” contemporary look .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” . script and display typefaces .Decorative: everything else.

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 .

Graphic Design Basics #3 Photos and Images: Resolution • Measuring Resolution .Image files ideal is 300 dpi at 100% size .Typical screen (web) resolution is 72 dpi • Print .Measured in dots per inch (dpi) • Electronic screen .

but don’t use too much indiscriminately .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.

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 .

used to print an exact color match .Graphic Design Basics #4 Color: PMS • Spot Color / PMS: Pantone Matching System.

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! .