Design Principles Making your communications look great!
Design Principles
Jan 27, 2015
newsletter design tips for communicators.
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Design PrinciplesMaking your communications look great!
Why Does Design Matter?
Everything is designed
Design plays a real role in the world!
Good design can reinforce the message.
Poor design can undermine the message.
“I don’t believe in this ‘gifted few’ concept.” Charles Eames
The 6 Essentials
1. ResearchWhat story do you want to tell?
Research
Great news!
Evaluating all potential audiences
It’s as easy as looking around you
A typical newsletter
Ok, so I’ve exaggerated a little. A LITTLE.
2. Typography“It seems like a worthwhile and interesting idea,
but the typesetting is making it difficult to absorb!”
Typography: the basics
Keep it simple
use proper sizes
PLEASE DON’T USE ALL CAPS!
How many fonts can you find?Seriously.
Typography:Headlines
Use a large point size for visual interest and contrast
Use a clean, bold sans-serif face such as:
Arial Black
Helvetica Bold
Typography:Body copy
Use a good, classic serif face such as:
Times New Roman
Palatino
Georgia
Garamond
Typography: leading
Typography: Kerning
T o o m u c h
Too little
Just right!
Typography: Kerning
Typography: Widows and
OrphansOrphan: a single line of copy all by itself
Widow: a single word all by itself
(look at the word “itself” above–that’s a widow!)
Other type issuesForced justification can cause problems.
Other type issuesMake sure you have enough space between columns!
Other type issuesWatch out for bad indents!
Other type issuesHere is a sample paragraph that will show a bad indent as opposed to a good one! This is just more text that I am randomly typing to fill the space so I can show a good example!
Here is a sample paragraph that will show a bad indent as opposed to a good one! This is just more text that
Here is a sample paragraph that will show a bad indent as opposed to a good one! This is just more text that I am randomly typing to fill the space so I can show a good example!
Here is a sample paragraph that will show a bad indent as opposed to a good one! This is just more text that
Other type issues
You don’t need two spaces after a sentence! This is way too much space and creates awkward white space. One space is all you need.
Other type issues
Use proper characters.
Proper quote marks look like this “ ”
These have other uses: " "
Other type issuesLine length–39 to 45 letters!
The MastheadHere’s where you can have fun!
You still need to follow the basics!
Be creative!
One of the easiest ways to stand out is to choose a different typeface.
Remember the image you want to portray.
The Masthead
•Newsletter•Newsletter
•Newsletter•Newsletter
Other type issues
Symmetry!
Don’t use a lot of different justifications.
It just makes things awkward.
And adds a lot of yucky white space.
3. ContrastWhere do I look when?
ContrastContrast occurs when 2 things are different.
Means of achieving contrast: size, value/color, type
If you want things to contrast, don’t be a wimp!
Contrast: sizePeople look at the biggest things first!
Contrast: value/color
Areas of dramatic contrast stand out more
Try the squint test
Contrast: value/color
Contrast: Value/color
White (negative) space is a form of contrast
Contrast: type
You can use all properties of type to create contrast.
Typography contrast adds visual interest!
Contrast: type
Contrast: Type
4. LayoutDon’t make the reader stop to ask for directions!
Layout
Balance is important
Each item on a page has a visual “weight”
2 types of balance to keep in mind:
symmetricalasymmetrical
Layout: balanceSymmetrical
Layout: balanceAsymmetrical
Layout: balance
Layout
The rule of thirds: most work can be made more interesting by dividing the space into thirds.
Layout: the rule of thirds
Layout: the rule of thirds
Layout
Proper alignment can go far in making something look more professional
Layout: alignmentDon’t do this!
Layout: alignment
Layout: alignmentLike the contrast rule, if you want something to not align, be bold about it!
Layout: images
All the same rules apply!
Layout
Use the pinball theory!
Layout
Grid systems are great!
Be consistent!
Remember the rule of contrast: if it’s going to be different, make it REALLY different!
Layout: grid systems
Layout: Templates
Layout
Copy can be cut!
5. ImagesAdding even more visual impact!
Images
Clip art doesn’t have to be horrible!
Try to avoid the cliches.
ImagesSome clip art cliches:
Images
But I have to use something!
Images
Try repetition!
Use the same rules of contrast
Try an interesting crop
Remember that other things besides clip art can be art!
ImagesMake sure they obey the rules of layout
Images
Images: photos
Does it tell the story?
Images: photos
Images: photos
Action shots are better
Clear, in focus
Elevate yourself above your subjects
Move closer! And then move closer again!
Take a lot of shots quickly
Images: photos
Remember that “black and white” become “ink color” and “paper color.”
6. CritiqueBe objective!
Critique
Ask for input from uninvolved people
Share with each other! (online community!)
Compare
Congratulate yourself!
Design is FUN!
Resources
“The Non-Designer’s Design Book”Robin WilliamsPeachpit Press
www.graphicdesign.about.com
“The 7 Essentials of Graphic Design”Allison GoodmanHOW Design Books
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