Fundamentals of Good Graphic Design. Presented by Sandee Bright

Transcription

1 Fundamentals of Good Graphic Design Presented by Sandee Bright

2 Who am I? Marketing Protean Design Group I admit it, I m a geek! Yes, I read the software manuals Joined professional organizations Design book junkie ***The Non-Designer s Design Book*** Robin Williams

3 What is good graphic design? Good design is transparent Principles appear in every good design Just knowing the basics will improve your designs Not just putting things on a page Good design never hurts Bad design can hinder

4 Good graphic design begins with C.R.A.P. The C.R.A.P. principles of design Contrast, Repetition, Alignment, Proximity I know crap when I see it Does not guarantee good design Take a risk; don t be a wimp!

5 Contrast

6 Contrast Attracts the viewer s attention Created when two elements are different Items on a page should never just be similar If elements are not the same, then make them really different Create contrast with color, typeface, texture, shapes, etc.

7 Examples This is my title This is my subtitle This is my body copy. Kind of boring, isn t it? This is my second paragraph. Wow, this is really interesting stuff! It makes me want to read more. This is my title This is my subtitle This is my body copy. Not quite as boring, is it? This is my second paragraph. Wow, this is really interesting stuff! It makes me want to read more.

8 Examples Some contrast That s what I m talking about!

9 Purpose Review: Contrast Creates interest on the page Helps reader understand how information is organized How to get it Use typeface, color, line thickness, texture, etc. What to avoid Contrast should never confuse; use wisely A little contrast is not enough Take a risk; don t be a wimp

10 Repetition

11 Repetition Repeating visual elements throughout the design You already use repetition Can be done with a bold font, line rules, bullets/shapes, design elements, spatial relationships, etc. Creates a brand Strengthens unity Creates organization, a bond Don t overdo it

12 So So Better Sassy Sue ABCD Company Sassy Sue ABCD Company 123 Orange Avenue Orlando, FL (407) Orange Avenue Orlando, FL (407)

13 Examples OK Better

14 Branding

15 Purpose Review: Repetition Unifies, adds visual interest Displays organization How to get it Think of it as being consistent Use rules, distinctive fonts, specific design elements, pops of color Simplify with templates & master pages What to avoid Don t repeat so often it becomes annoying Make sure visual elements have value

16 Alignment

17 Alignment Nothing should be placed on the page arbitrarily; don t just fill the space Every item should have a visual connection with something else on the page (i.e., Alignment = connection) Creates a cohesive unit Even items physically separated can be linked with proper use of alignment

18 Before After Sassy Sue ABCD Company ABCD Company (407) Sassy Sue 123 Orange Avenue Orlando, FL Sassy Sue ABCD Company 123 Orange Avenue Orlando, FL (407) Orange Avenue Orlando, FL (407)

19 You re invited to attend a Party! You re invited to attend a Party! Alignments You re invited to attend a Party! You re invited to attend a Party!

20 Have a Common Alignment No connection Robert Frost Poems Better Robert Frost Poems A complete collection of this great poet s work A complete collection of this great poet s work

21 Purpose Review: Alignment Unifies & organizes the page How to get it Be conscious of where you place elements Find something else to align with (even if physically distant) What to avoid Avoid using more than one text alignment on a page Step away from the center

22 Proximity

23 Proximity Related items should be grouped together; unrelated items should not Organizes information & reduces clutter Never have the same amount of white space between elements that aren t part of a list Proximity implies a relationship Grouped items become one visual unit

24 Bad Good

25 Examples No Yes

26 Examples No Yes

27 Purpose Review: Proximity Organizes information (more likely to be read/remembered) How to get it Squint & count the visual units; If you have at least 3-5 elements, see what can be grouped What to avoid Too many separate units on a page Don t put things in each corner & middle Don t put elements in close proximity that aren t related

28 Contrast Wrap up Attracts the viewers attention Items should never be just similar; if they are different, make them REALLY different Use typeface, color, line thickness, texture, etc. Repetition Repeat visual elements throughout the piece Use bold fonts, design elements, shapes, spatial relationships, etc. Don t overdo it Adds visual interest

29 Alignment Wrap up Nothing placed arbitrarily Creates a cohesive unit; unifies/organizes page Step away from the center Proximity Group related items together Organizes information; reduces clutter Grouped items become one visual unit Avoid too many separate visual units on one page Remember Be deliberate; take a risk; don t be a WIMP!

30 Other Graphic Design Principles

31 White Space White space = negative space or the space between elements Evident in luxury brands, not so in cheaper brands Refines the design; gives other elements room to exist Helps to lead the eye Emphasizes/structures information Even space limited documents can incorporate white space

32 Which attracts you more? Headline Lestionsed quunt aut que peris ut volorerum sincipsam inciaestrum facerum hariti destior erchillatur rehenti nos molorum quam faciis es et ellacea quaepra ecabori andandandia consedit, optis et, quidus quo odit dolorpos eos ad quuntor aut ut occum hilignis mil in exerciis ius suntur alitas eat velias el ius. Onet quam, oditia volum ut eiur? Quis aut adis esti cument peroritibusa cum solorem veribuscim vitin nim ut od experi autem ipicill entotatem sent.

33 Purpose Review: White Space Attracts the eye, makes it readable, memorable Refines the design Structures the information How to get it Use margins, between paragraphs, around graphics What to avoid Too much info on one page & no breathing room Don t put things in each corner & middle Don t put elements in close proximity that aren t related

34 Color relationships Use the color wheel Color Color relationships: primary, complementary, triads, etc. Warm vs. cool Warm: reds, oranges, yellows Cool: blues, greens, violets Warm colors advance Cool colors recede Print vs. Web Certain colors like red vibrate on screen Good design can use just one color

35 Cool Warm Large amounts of red vibrate on screen WOW

36 Brief Note on Graphics Know your file types & their characteristics JPG ( Lossy format, small, millions of colors, no transparency, web or print) TIFF (Hi-res, millions of colors, supports transparency, web or print) GIF (limited colors, supports transparency, web, can be animated) PNG (millions of colors, supports transparency, web or print) Graphics cautions Never modify your originals!! JPGs can degrade with multiple changes/re-saves TIF universal format

37 Tips/Tricks Don t recreate the wheel Don t plagiarize, but learn from other good design Create an idea file, or Morgue Always add white space Avoid reverse type most of the time Only use relevant fonts/graphics Keep it simple silly (K.I.S.S.) Use document templates & master pages Step outside your comfort zone Incorporate C.R.A.P. principles into every design!

38 Advanced Design Principles Rule of thirds Golden Ratio/Fibonacci Spiral

39 Want to learn more? Further reading The Non-Designer s Design Book (Robin Williams) Any of the Non-Designer s series (Robin Williams, John Tollett) White Space is Not Your Enemy (Kim Golombisky, Rebecca Hagan) Universal Principles of Design (William Lidwell, Kristina Holden, Jill Butler) Graphic Design Tips & Techniques (Molly Jess, Lycette Nelson) Graphic Design Cookbook (Leonard Koren, R. Wippo Meckler) The Gray Book: Designing in Black & White on Your Computer (Michael Gosney, John Odam, Jim Benson) Professional organizations NAPP (National Association of Photoshop Professionals) Orlando InDesign User Group pters/orlando/ Orlando Camera Club SMPS of course! Other Classes at the Orlando Public Library (free/low cost) Photography classes Harmon Photo Colonial Photo & Hobby

40 Questions? Feel free to contact me Sandee Bright