Design Principles

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Design Principles

• 3.02 Understand business publications

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Five Principles of Design

• Balance
• Proximity/unity
• Alignment
• Repetition/consistency
• Contrast
• White space

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Balance

• Graphics dont overpower text
• Page is not too heavy on one side or the other
• Example http//www.ithinktoo.com/Design1/balance
  /balance_example/balanceeg.html

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Proximity/Unity

• Distance between elements on a page
• Used to demonstrate a relationship or a lack of
  relationship between elements
• Example http//www.ithinktoo.com/Design1/Proximit
  y/proximity_example/proximityeg.html

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Alignment

• Justification of elements
• Related items should be justified the same to
  emphasize their relationship to each other.
• Example http//www.ithinktoo.com/Design1/alignmen
  t/alignment_example/alignmenteg.html

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Repetition/Consistency

• Consistent pattern of font and color schemes and
  graphic types
• Specific font, size, and style for headings,
  subheadings, and body text.
• Do not mix photographic images and cartoon images
  on the same page.
• Example http//www.ithinktoo.com/Design1/repetiti
  on/repetition_example/repetitioneg.html
• Scheme - a planned combination of elements,
  such as a combination of font styles and sizes

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Contrast

• Emphasizing the most important elements on a page
  with color and size
• Example http//www.ithinktoo.com/Design1/contrast
  /contrast_example/contrasteg.html

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White Space

• Blank or negative space on a page
• Used to focus the readers attention on important
  details
• Used to give the readers eyes a break
• Does not have to be white
• Example http//www.ithinktoo.com/Design1/white_sp
  ace/whitespace_example/whitespaceeg.html

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Publications

• 3.02 Understand business publications.

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What type of publication should you use?

• The type of publication depends upon the purpose
  of the communication and the characteristics of
  the target audience.
• Why and what do you need to communicate?
• To whom are you communicating?

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Classify the Purpose
Four Key Questions
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Whats the Purpose?

• To identify and provide contact information
• To communicate information about a one-time
  upcoming event
• To inform or advertise about a specific topic
• To provide informational updates to a specific
  club, group, or organization on a regular basis
  weekly, monthly, quarterly

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Now lets practice!

• Lets see if you can determine the type of
  publication that is best suited for each scenario
  in the next activity.

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Use a Business Card or Letterhead Stationery
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Use a Flyer
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Use a Brochure
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Use a Newsletter
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Business Card

• A publication that contains contact information
  for a business or individual
• Used to help its recipient remember you or your
  business
• Typically includes the contacts name, company,
  logo, address, telephone and cell phone numbers,
  email address, and fax number
• Some cards include a photograph

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Letterhead Stationery

• The phrase letterhead stationery implies the use
  of a heading at the top and sometimes also at the
  bottom of a letter
• Usually includes the name and logo of the company
  or individual, the address, phone numbers, email
  address, website, and fax number
• When used with a business card and envelope, the
  color scheme and graphics should be consistent
  and complementary
• Templates and wizards are commonly used to create
  letterhead stationery

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Flyer

• A one-page document used by a business or
  individual to advertise or provide information
  about an event
• Distributed via an attachment to email, by
  posting on bulletin boards or telephone poles, or
  handed out on the street
• Used to convey information that is temporary in
  nature and has a short life span

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Brochure

• Used by an organization or individual to
  advertise or provide information of a more
  long-term nature than that of a flyer
• A short publication, generally printed on higher
  grade paper than a flyer, which employs the use
  of color and graphics
• May be in single-sheet form, printed front and
  back for bi-fold or tri-fold presentation, or
  they may be printed in booklet sheet form
• Examples of uses of brochures include a course
  description for Computer Applications and product
  descriptions

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Newsletter

• A publication created by a business or individual
  that is distributed on a regular basis weekly,
  monthly, or quarterly
• Typically formatted in columns with side
  headings, graphics, and text boxes
• Used to present information and updates for a
  specific organization, club, agency, or business
• Examples of uses of newsletters include the PTSA
  newsletter published at your school, those
  distributed by churches, and those used to convey
  the news and events of the Boys and Girls Clubs

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The Target Audience

• 3.02 Understand business publications.

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Traits of the Target Audience

• Once the type of publication is determined, the
  next step is to examine the target audience.
• Although a target audience can be characterized
  by many traits, we will only cover the following
  three in this objective
• Age
• Educational background
• Interests
• Group membership

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Age

• What is the age group?
• Elementary
• Preteen
• Teen
• Young adult
• Mature adult
• Senior citizen
• Look at the two versions of an elementary school
  flyer and discuss which one is more appropriate.
  Version A or Version B?

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Educational Background

• If you think back to the previous flyers of the
  elementary school, what do you think about the
  educational level of the target audience?
• Can the audience read well?
• Their vocabulary is probably limited, so more age
  appropriate graphics were used to convey the
  message than text.
• Think about the amount of text you use on a
  publication and remember, less is more! Be
  concise and get to the point.

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Common Interests

• Does the group as a whole share common interests,
  such as knitting, bowling, stamp collecting, or
  fly fishing?

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Group Membership
Is the target audience a member of a particular
group?

• Special Interest Groups
• Gaming
• Boy Scouts
• Gardening
• Harry Potter

• Other Groups
• Religious
• Ethnic
• Political
• Sports
• Sorority

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Lets get to work!

• Use your new knowledge about the target audience
  along with design principles in the next
  activities to develop some publications!

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Elementary School Flyer Version A
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• Elementary School Flyer Version B