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Miracle Lawn Care
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Lovely Lawn Care
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Graphics Research
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Question 1
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Text vs. Graphic
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Question 2
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Same Information But Different Emotional Responses
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Why Should You Care?
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Graphic Benefits
• Your document and its graphics may form the audience’s first impression of you. (First impressions are lasting impressions.)
• Graphics give you the chance to highlight your:
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Text Description
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Graphic Description
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Define Your Scheduling
• Assume an average of 4 hours/graphic (includes revisions)
• Assume an average 8 pages/hour for page layout (don’t forget to multiply total page count by the number of iterations)
• Assume 1 graphic/page or slide
• Assume 1 page/minute for full color printing (adds time for the unexpected)
• Communicate your needs and timeline to your design/production resource (defines scheduling, staffing, and manages expectations)
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Define Look and Feel
Do you have a preconception?
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Styles
CorporateTraditional Cutting-edge
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Vector Imagery Rasterized Imagery
Example: ―Clip Art‖ Example: Photograph
Resolution independent Resolution dependent (file size varies greatly when creating)
Easily manipulated Time consuming to manipulate
Visually more rudimentary More visually appealing (if done improperly, less communicative)
Styles (cont.)
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Colors
Basic Color Theory• ROY G BIV
• Color consists of 3 variables
– Hue—where the color appears in a rainbow
– Saturation—how intense the color is
– Value—how light or dark the color is
• Complementary and Analogous Colors
• Color = Mood
– Red = Empowering, bold
– Orange = Warmth, happiness
– Yellow = Happiness, energy
– Green = Balances, refreshing
– Blue = Relaxing, cool
– Violet = Comforting
– White = Pure, associated with cleanliness
– Black = Authoritative, shows discipline
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• Fonts
– 2 types of fonts
• Serif (ex. Times) = Easiest to read for large quantities of text
• Sans Serif (ex. Arial) = Best for clean looking, modern oral presentations
– Choose font styles for specific instances
• Regular, bold, italic, bold italic
• Leading (line spacing)
• When delivering an electronic format it is best to use a ubiquitous font so that font substitution does not occur. (I suggest Times and Arial. If you are delivering a PDF, be sure to embed the fonts.)
Fonts
sans serif
serif
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Icons
• Icons– Iconify repeated elements or concepts
• Create a library when necessary
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Icon Samples
Vector Icons Raster Icons
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Remember the differences between vector (resolution independent) and raster(resolution dependent)
Image Resolution
• Resolution—quality of an image referred to as DPI (dots per inch) or PPI (pixels per inch) (A low resolution image will appear jagged especially around curves; however, it will have a smaller file size.)
• Dimension—size of the final image, such as 7.5‖x10‖
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Templates
• Create a template that includes:– Color palette
– Fonts
– Icons and other repeated graphic elements
– Graphics samples
– All data that helps maintain consistency
• Templates help ensure a professional, compelling, easy-to-follow story
• Be consistent! Keep icons, colors, formats, etc. consistent. (The reader assumes a change in style = a change in meaning.)
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Legibility
• Legibility
– Be sure to use light fonts on dark backgrounds or dark fonts on light backgrounds
– No busy backgrounds
• Wordy slides or graphics distract from the message
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Legends
• Use legends sparingly
– Legends are difficult to follow
– When possible—label the elements
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Your Story
• Keep the story simple
• Don’t over complicate the visuals with too many variables
• For complex ideas, create an overview graphic and use “detail” graphics to show complexities
Note: The main portion of this graphic would be smaller and the “detail” portion would be larger in an actual proposal.
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Animations
• Use animations sparingly
• Use basic animation techniques to ensure predictable playback:
– Built in PowerPoint animation effects
– Animated GIFs (however, playback speed is often inconsistent)
• High-end animation needs additional resources:
– AVI movies—needs appropriate multimedia settings ―on‖ and needs AVI movie included
– Quicktime movies—needs Quicktime application and needs Quicktime movie file included
– Flash movie—needs Flash player and needs Flash movie file included
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Animation Example
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Critique
• The following two slides contain graphics that have design and layout problems
• Your assignment:
– Identify any inconsistencies and stylistic issues
– Provide possible solutions
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Critique—Bad Version of Graphic 1
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Critique—Good Version of Graphic 1
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Critique—Bad Version of Graphic 2
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Critique—Good Version of Graphic 2
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www.BillionDollarGraphics.comContains the secrets you need to succeed.
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Editable proposal + business graphics on DVD