10 TIPS

1
Active Communication informative persuasive
Passive Communication art
2
To inform To persuade
the thing said
speaker
receiver
3
To inform To persuade
the thing said
speaker
receiver
4
To inform To persuade
Members of society for anachronistic
growth Believe in dragons Play with swords Own
velvet waitcoat Plays Dungeons Dragons on a
board
the thing said
speaker
receiver
Professor of Midieval history Wants a modern
brochure Most contemporary thing in office is
phone Hates burgandy Wants to recruit new type of
student to program (building museum program)
Computer savvy Urban Contemporary Understands
history is contextual Study is different from
acting out Plays the stock market
5
Gestalt Psychology
Art history
the thing said
Physiology
Sociology
Design
Anthropology
Usability
Hedonics
Kinethetics
6
Gestalt Psychology
Art history
Physiology
Sociology
Design
Anthropology
Usability
Hedonics
Kinethetics
7
Anthropology
8
Gestalt Psychology
Art history
Physiology
Sociology
Design
Anthropology
Usability
Hedonics
Kinethetics
9
Physiology - legibility
9 to 12 point type is of about equal
legibility. Larger sizes reduce reading
efficiency. Optimum line length seems to be one
which accommodates ten to twelve words or 58 to
72 characters.
10
Physiology - legibility
The x-height is an important factor to consider
when deciding upon the amount of leading a
typeface requires. For example, a typeface with
a large x-height, such as Century, requires much
more lead than a typeface with a small x-height
such as Garamond. When these faces are set
solid, there is much more space between the lines
of the Garamond than between the lines of
Century. The x-height is an important factor to
consider when deciding upon the amount of leading
a typeface requires. For example, a typeface
with a large x-height, such as Century, requires
much more lead than a typeface with a small
x-height such as Garamond. When these faces are
set solid, there is much more space between the
lines of the Garamond than between the lines of
Century.
11
Physiology - legibility
The x-height is an important factor to consider
when deciding upon the amount of leading a
typeface requires. For example, a typeface with
a large x-height, such as Century, requires much
more lead than a typeface with a small x-height
such as Garamond. When these faces are set
solid, there is much more space between the
lines of the Garamond than between the lines of
Century.
12
Physiology - legibility
13
Physiology - legibility
14
Physiology - hierarchy
15
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Physiology - hierarchy
17
Gestalt Psychology
Art history
Physiology
Sociology
Design
Anthropology
Usability
Hedonics
Kinethetics
18
Gestalt Psychology
19
Gestalt Psychology
20
Gestalt Psychology
Cultural Context
Physiology
Sociology
Design
Anthropology
Usability
Hedonics
Kinethetics
21
Cultural Context
22
Cultural Context
23
Gestalt Psychology
Art history
Physiology
Sociology
Design
Anthropology
Usability
Hedonics
Kinethetics
24
Sociology
25
Sociology
26
Sociology
27
Gestalt Psychology
Art history
Physiology
Sociology
Design
Anthropology
Usability
Hedonics
Kinethetics
28
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29
Gestalt Psychology
Art history
Physiology
Sociology
Design
Anthropology
Usability
Hedonics
Kinethetics
30
elements of design
31
elements of design

• point
• line
• shape
• texture
• color
• object of meaning

32
point point line
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context
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shape
35
shape
36
shape
37
texture
38
color
39
color
40
color
41
objects of meaningtypography
FINISH LINE!
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objects of meaningphotograph
43
objects of meaningphotograph
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objects of meaningillustration
45
objects of meaningillustration-information
graphic
46
elements of graphic design

• point
• line
• shape
• texture
• color
• object of meaning

47
composition
Spot the difference that quality makes.

• No color correction
• No repeat fees
• No needless negotiation
• No scanning required
• No heavy petting

48
composition
Spot the difference that quality makes.

• No color correction
• No repeat fees
• No needless negotiation
• No scanning required
• No heavy petting

49
A choreography of equal tensions
50
hierarchy
Deliberate order within a set of
elements. Visual choreography.
51
hierarchy
Not only is it important in terms of the final
product, but it is important in terms of the
process of design.
52
Logic Instinct Experience
Design
53
Commodity Firmness Delight
Design
Vetruvius
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