Design elements and language. The Basics.  Function  Style  Layout (grid)  Color  Font  Material  Effects.

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Presentation transcript:

Design elements and language

The Basics.  Function  Style  Layout (grid)  Color  Font  Material  Effects

Form follows FUNCTION.  Who is your audience?

Form follows FUNCTION.  Who is your audience?  What is your purpose?

Form follows FUNCTION.  Who is your audience?  What is your purpose?  How will it be used or viewed?

Style.  Derives from function.

Style.  Should be consistent with the style of your work.

Style.  Derives from function.  Should be consistent with the style of your work.  Should not compete with your work.

Style.  Derives from function.  Should be consistent with the style of your work.  Should not compete with your work.  Each piece should be consistent with the others.

Layout.  Align elements to a GRID.

Layout.  Do not fear white space. It is your friend.

Layout.  Align elements to a GRID.  Do not fear white space. It is your friend.  Use your art composition skills to judge balance, rhythm, harmony.

Color.  Limit your palette.

Color.  Choose a palette that is consistent with your style.

Color.  Limit your palette.  Choose a palette that is consistent with your style.  Don’t compete with your work – enhance it.

Font.  Choose fonts that are consistent with your style, and don’t compete with your artwork.

Font.  (are you seeing a pattern here?)

Font.  Choose fonts that are consistent with your style, and don’t compete with your artwork.  Limit the number of fonts you use (1 or 2).

Font.  Choose fonts that are consistent with your style, and don’t compete with your artwork.  Limit the number of fonts you use (1 or 2).  1 font for display text, 1 for blocks of text.

Display fonts.  Headings  Your name  Initial caps  Can be bolder, more unique.  Can contrast or harmonize with block text font.

Block text fonts.  Must be highly readable at a small size.  Serif fonts more readable.  No smaller than 11pt.  Sufficient color contrast with background.

Bad fonts. Bad.  Comic Sans.  Helvetica.  Arial.  Brush Script.  Any fake handwriting.  Papyrus.  … Google “bad fonts” if you’re in doubt.

Materials.  Weight.  Thick, thin, opaque, transparent.  Folds, die-cuts can be affected by paper weight.  Heavier paper generally feels like better quality.

Materials.  Weight.  Color.  Sufficient contrast with text.  Many varieties of white.  Pastel papers may look tacky.

Materials.  Weight.  Color.  Texture.  Matte/gloss  Smooth/rough  Linen  Laid

Materials.  Weight.  Color.  Texture.  Fiber Content.  Cotton/linen/silk  Recycled  Plastic  Durability? Quality?

Print effects.  Die-cut.  Bleed.  Spot varnish.

Web effects.  Remember: form follows function!  Don’t use cool effects just because they’re cool.  Awesome today may be outdated in a year.  Test on multiple devices.

Design elements and language