design principles
DESCRIPTION
newsletter design tips for communicators.TRANSCRIPT
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Design PrinciplesMaking your communications look great!
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Why Does Design Matter?
Everything is designed
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Design plays a real role in the world!
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Good design can reinforce the message.
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Poor design can undermine the message.
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“I don’t believe in this ‘gifted few’ concept.” Charles Eames
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The 6 Essentials
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1. ResearchWhat story do you want to tell?
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Research
Great news!
Evaluating all potential audiences
It’s as easy as looking around you
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A typical newsletter
Ok, so I’ve exaggerated a little. A LITTLE.
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2. Typography“It seems like a worthwhile and interesting idea,
but the typesetting is making it difficult to absorb!”
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Typography: the basics
Keep it simple
use proper sizes
PLEASE DON’T USE ALL CAPS!
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How many fonts can you find?Seriously.
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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
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Typography:Body copy
Use a good, classic serif face such as:
Times New Roman
Palatino
Georgia
Garamond
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Typography: leading
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Typography: Kerning
T o o m u c h
Too little
Just right!
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Typography: Kerning
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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!)
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Other type issuesForced justification can cause problems.
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Other type issuesMake sure you have enough space between columns!
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Other type issuesWatch out for bad indents!
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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
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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.
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Other type issues
Use proper characters.
Proper quote marks look like this “ ”
These have other uses: " "
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Other type issuesLine length–39 to 45 letters!
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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.
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The Masthead
•Newsletter•Newsletter
•Newsletter•Newsletter
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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.
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3. ContrastWhere do I look when?
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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!
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Contrast: sizePeople look at the biggest things first!
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Contrast: value/color
Areas of dramatic contrast stand out more
Try the squint test
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Contrast: value/color
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Contrast: Value/color
White (negative) space is a form of contrast
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Contrast: type
You can use all properties of type to create contrast.
Typography contrast adds visual interest!
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Contrast: type
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Contrast: Type
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4. LayoutDon’t make the reader stop to ask for directions!
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Layout
Balance is important
Each item on a page has a visual “weight”
2 types of balance to keep in mind:
symmetricalasymmetrical
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Layout: balanceSymmetrical
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Layout: balanceAsymmetrical
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Layout: balance
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Layout
The rule of thirds: most work can be made more interesting by dividing the space into thirds.
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Layout: the rule of thirds
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Layout: the rule of thirds
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Layout
Proper alignment can go far in making something look more professional
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Layout: alignmentDon’t do this!
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Layout: alignment
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Layout: alignmentLike the contrast rule, if you want something to not align, be bold about it!
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Layout: images
All the same rules apply!
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Layout
Use the pinball theory!
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Layout
Grid systems are great!
Be consistent!
Remember the rule of contrast: if it’s going to be different, make it REALLY different!
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Layout: grid systems
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Layout: Templates
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Layout
Copy can be cut!
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5. ImagesAdding even more visual impact!
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Images
Clip art doesn’t have to be horrible!
Try to avoid the cliches.
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ImagesSome clip art cliches:
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Images
But I have to use something!
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Images
Try repetition!
Use the same rules of contrast
Try an interesting crop
Remember that other things besides clip art can be art!
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ImagesMake sure they obey the rules of layout
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Images
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Images: photos
Does it tell the story?
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Images: photos
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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
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Images: photos
Remember that “black and white” become “ink color” and “paper color.”
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6. CritiqueBe objective!
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Critique
Ask for input from uninvolved people
Share with each other! (online community!)
Compare
Congratulate yourself!
Design is FUN!
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Resources
“The Non-Designer’s Design Book”Robin WilliamsPeachpit Press
www.graphicdesign.about.com
“The 7 Essentials of Graphic Design”Allison GoodmanHOW Design Books