Design

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Design DeliveryHow will your project be read?

• 4 Principles of Graphic Design
• Typographical Suggestions
• Color Psychology

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Suzanne WebbMichigan State University

• WRA 150 Consider Literacy
• January 31, 2006

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4 Principles of Graphic Design

• CRAP
• Contrast
• Repetition
• Alignment
• Proximity
• According to The Non-Designers Web Book
• By Robin Williams and John Tollett

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CONTRAST

• Use Opposite Colors
• Black type on a white background
• White type on a black background
• Whos your audience? Aging eyes?
• Big Type Little Type
• Vary the Weight
• Bold / Regular / Italics / Bold Italic

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REPETITION

• Repeating Elements
• Colors
• Art (logos, pictures)
• Font
• Layout
• Navigation

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ALIGNMENT

• Flush Left
• Flush Right
• Centered
• Justified
• Pick one alignment and stick with it!

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PROXIMITY

• Grouping Elements
• Headlines close to their body copy
• Captions close to their pictures
• 3-5 Groupings per page
• Give it The Squint Test

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CRAP

• Contrast
• Repetition
• Alignment
• Proximity

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Typography
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Typography

• 6 Categories of Type
• Promotes a feeling / Sets the tone
• Type Size (10-14 point)
• Upper Case / Lower Case
• A brief history

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6 Kinds of Fonts

• Oldstyle
• Modern
• Slab Serif
• San Serif
• Script
• Decorative

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Font Choices Convey Meaning

• Marilyn Monroe
• Marilyn Monroe
• Marilyn Monroe
• Marilyn Monroe
• Marilyn Monroe

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Oldstyle

• Goudy Oldstyle
• Goudy Oldstyle Bold
• Diagonal Stress
• Old-Timey
• Slanted Serifs
• Classy

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Modern

• Modern No. 20
• Modern No. 20 Bold
• Dramatic Thick/Thin Transitions
• Horizontal Serifs
• Invented for Advertising
• Never Good for Lots of Text

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Sans Serif

• Tahoma
• Tahoma Bold
• Sans French for without
• Good for Extended Bodies of Text
• Easy to Read

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Slab Serif

• Clarendon Black
• Clarendon Black Bold
• Thick, Flat Serifs
• Headlines, Special Applications
• Not for Extended Text
• Maybe Childrens Books(?)

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Scripts

• French Script
• Blackaddar
• Brush Script
• Use for formal invitations and not much else.
  Ever. Never set in all caps.
• Please Use sparingly.

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Decorative

• Andy
• Jokerman
• Matisse
• Balloon

• Bees Knees
• Papyrus
• Gigi
• Harlow

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Decorative

• Sets a tone
• Fun!
• Difficult to Read
• Use Sparingly
• Does the users machine even have this weird font
  loaded?
• Set as a graphic

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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

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Type Sizes

• Varying Sizes Adds Contrast
• Establishes a Hierarchy
• Consistency is Key
• For Print 10-12 point
• On Screen ? (whos your audience)

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Type Sizes

• BIG TYPE
• --LITTLE TYPE--
• Great for adding contrast!

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Color Psychology

• http//www.sheriftariq.org/design/images/color/col
  or_wheel.gif

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Color Psychology

• Do colors mean something?
• WARNING!
• JEALOUSY
• TRUST
• What about in other cultures?

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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.

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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.

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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!

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Color Psychology

• Think about trends
• In Decorating
• In Signage
• In Packaging

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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!
• Its about Perception!

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Color Psychology

• Sources on the web
• http//www.infoplease.com/spot/colors1.html
• http//www.pantone.com/products/products.asp?idArt
  icle112idArea16

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How will your project be read?

• 4 Principles of Graphic Design
• Typographical Suggestions
• Color Psychology