design & delivery how will your project be read? 4 principles of graphic design typographical...
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Design & Delivery
How will your project be read?
4 Principles of Graphic DesignTypographical Suggestions
Color Psychology
Suzanne WebbMichigan State University
WRA 150: Consider Literacy
January 31, 2006
4 Principles of Graphic Design CRAP
Contrast Repetition Alignment Proximity
According to The Non-Designer’s Web BookBy: Robin Williams and John Tollett
CONTRAST
Use Opposite Colors Black type on a white background White type on a black background
Who’s your audience? Aging eyes?
Big Type Little Type
Vary the Weight Bold / Regular / Italics / Bold Italic
REPETITION
Repeating Elements Colors Art (logos, pictures) Font Layout Navigation
ALIGNMENT
Flush Left Flush Right Centered Justified Pick one alignment and stick with it!
PROXIMITY
Grouping Elements Headlines close to their body copy Captions close to their pictures 3-5 Groupings per page
Give it The Squint Test
CRAP
Contrast Repetition Alignment Proximity
Typography
Typography
6 Categories of Type Promotes a “feeling” / Sets the
“tone” Type Size (10-14 point) Upper Case / Lower Case
A brief history…
6 Kinds of Fonts
Oldstyle Modern Slab Serif San Serif Script Decorative
Font Choices Convey Meaning
Marilyn MonroeMarilyn MonroeMarilyn MonroeMarilyn MonroeMarilyn Monroe
Oldstyle
Goudy Oldstyle Goudy Oldstyle Bold
Diagonal Stress Old-Timey Slanted Serifs Classy
Modern
Modern No. 20 Modern No. 20 Bold
Dramatic Thick/Thin Transitions Horizontal Serifs Invented for Advertising Never Good for Lots of Text
Sans Serif
Tahoma Tahoma Bold Sans = French for “without” Good for Extended Bodies of Text Easy to Read
Slab Serif
Clarendon Black Clarendon Black Bold Thick, Flat Serifs Headlines, Special Applications Not for Extended Text
Maybe Children’s Books(?)
Scripts
French Script Blackaddar Brush Script Use for formal invitations and
not much else. Ever. Never set in all caps.
Please: Use sparingly.
Decorative
Bees Knees
Papyrus
GigiHarlow
AndyJokerman
MatisseBalloon
Decorative
Sets a tone Fun! Difficult to Read Use Sparingly Does the user’s machine even have this
weird font loaded? Set as a graphic
Serif (plain-old serif)
Times Roman Times New Roman Bold Serifs guide the eyes
Excellent for extended bodies of text
Widely Accepted / Boring(?) Use for Resumes / Scanable
On all Machines Works “Cross-platform”
Type Sizes
Varying Sizes Adds Contrast Establishes a Hierarchy Consistency is Key For Print: 10-12 point On Screen: ? (who’s your audience)
Type Sizes
BIG TYPE--LITTLE TYPE--
Great for adding contrast!
Color Psychology
http://www.sheriftariq.org/design/images/color/color_wheel.gif
Color Psychology
Do colors mean something? WARNING! JEALOUSY TRUST What about in other cultures?
Color Psychology
Yellow In Egypt and Burma, yellow signifies mourning. In Spain, executioners once wore yellow. In India, yellow is the symbol for a merchant or
farmer. In tenth-century France, the doors of traitors and
criminals were painted yellow. Hindus in India wear yellow to celebrate the
festival of spring. If someone is said to have a “yellow streak,” that
person is considered a coward.
Color Psychology
In Japan during the War of Dynasty in 1357, each warrior wore a yellow chrysanthemum as a pledge of courage.
A yellow ribbon is a sign of support for soldiers at the front.
Yellow is a symbol of jealousy and deceit. In the Middle Ages, actors portraying the dead in a play
wore yellow. To holistic healers, yellow is the color of peace. Yellow has good visibility and is often used as a color of
warning. It is also a symbol for quarantine, an area marked off because of danger.
“Yellow journalism” refers to irresponsible and alarmist reporting.
Color Psychology
Think about baby nurseries… Primary Colors? Pastels? Black and White and Red?
Trends change and people tend to decorate nurseries with colors that supposedly stimulate their babies’ intelligence!
Color Psychology
Think about trends… In Decorating In Signage In Packaging
Color Psychology
Think about… Warm and Cool Colors
Sweaters were worn in a light blue room; the secretaries were cold. The owners painted the room a warm peach, never touched the thermostat; the sweaters came off!
It’s about Perception!
Color Psychology
Sources on the web…
http://www.infoplease.com/spot/colors1.html
http://www.pantone.com/products/products.asp?idArticle=112&idArea=16
How will your project
be read?
4 Principles of Graphic DesignTypographical Suggestions
Color Psychology