keys to STRONG graphic design

what should a sketchbook represent? Observation: this focuses on the documentation of the external world and includes many such travel and nature studies and sketches recording an artist's travels. Invention: this follows the artists' digressions and internal journeys as they develop compositional ideas

what should a student portfolio represent? Artistic Skills Technical Skills Industry Knowledge/Experience Specific Requirements

goal You must reflect your works through a variety of creative mediums. Be creative not only through you projects you choose but be creative through the process and reflecting that process. Project images to get the audience into the mind of the artist (you), or the artist you are trying to be through your work.

white space Use white space wisely: Just because the space is there doesn't mean you have to fill it! Good designs contain well-planned white space. ("White space" is simply the areas in a layout that are left bare - without text or graphics.) It gives the eye a break and helps to highlight the important points. Make sure to have enough space around the edges and in-between columns and articles. And remember that there is a fine line between not enough and too much white space. Consult well-designed magazines and ads or computer templates for layout inspiration and ideas.

find effective graphics Find effective graphics, supporting elements and photos: It's always better to use too few than too many graphics. One great graphic is so much better than four weak ones. Sometimes they are not even necessary. When you do use graphics and photos, make sure they help illustrate your point, rather than just inserting them to take up space. Likewise, be sure their sizes are appropriate to the space. Stick with high-quality graphics. Make sure the graphic element illustrates your main point - it's the first thing the reader sees, so it's important it portrays your message accurately. Lastly, don't mix differently styles of illustration or photography - keep a consistent look to create harmony.

typography Select appropriate font treatment: More is NOT better when it comes to fonts. Pick no more than two typefaces per document - one for headlines and one for body copy. Stick to a simple, clean font for easy body copy readability. Headline fonts can be a little more creative. For emphasis on certain words or phrases, use italics, boldface, or underlining sparingly. Also try to make the typeface match the personality of the service or product you're representing.

length of copy Keep copy short and neat: Readers are more likely to read short sentences, paragraphs, and articles written as if you're having a friendly conversation. Break up large blocks of text with bullet points and subheads. Instead of using fancy multi-syllable complex vocabulary, use everyday words that your audience will understand. Finally, always have someone else proofread your work. It's impossible to catch all your own typos.

visual pathways Watch the flow: People generally read a page from top to bottom and from left to right. Draw people into the top left corner of your ad or newsletter with a headline or strong graphic. Then, pull their eyes down and through the text in the mid-section of the page, and finish up in the lower right corner. Picture a "Z" shape. Finally, be sure to include a "call to action" at the bottom to get the results you desire.

where to look art magazines, art websites, art annuals, design books