Principles of Good Print Design Module 3, Unit 5

“Designers inspire, provoke, validate, entertain and provide utility for people. To truly connect, designers need to have compassion and empathy for their audiences. Designers need to understand the relationship between what they produce and the meaning their product has for others.” AIGA, Ethnography primer Key points “Designers inspire, provoke, validate, entertain and provide utility for people. To truly connect, designers need to have compassion and empathy for their audiences. Designers need to understand the relationship between what they produce and the meaning their product has for others.” Module 3, Unit 5

Alumni Video – Working with Print Media To Instructor Insert a Movie Clip here on Alumni discussion their experience with print media. Alumni Video – Working with Print Media Module 3, Unit 5

Module 3, Unit 3, Sub-Unit 5, Session 3

Module 3, Unit 3, Sub-Unit 5, Session 3

Module 3, Unit 3, Sub-Unit 5, Session 3

Module 3, Unit 3, Sub-Unit 5, Session 3

Module 3, Unit 3, Sub-Unit 5, Session 3

Module 3, Unit 3, Sub-Unit 5, Session 3

Four Basic Principals of Design Proximity Alignment Repetition/ Consistency Contrast With size, value, color and type White space Module 3, Unit 5

PRO XIMITY Module 3, Unit 5

Key Points Observe a group of people in a room. You can often learn a lot about who is listening intently to another person, which are strangers, or who is ignoring who by how close together they sit or stand. Module 3, Unit 5

Dairy Dairy Milk Eggs Cheese Grain Grain Bread Rice Fruit Fruit Apples Bananas Strawberries Dairy Milk Eggs Cheese Grain Bread Rice Fruit Apples Bananas Strawberries Key Points To achieve proximity, you must first organize your content into related groups. Compare the two lists below; both contain the same amount of information, but the one on the right groups related items together. The result is that you can read and understand the list much easier. Module 3, Unit 5

Key Points The graphic anchors the bottom of the page, but the four text elements all float on the page with no apparent connection to each other (proximity/unity). The change in the headline (font change, reversed out of blue box) along with the subheading pulled in closer provides balance with the graphic on the bottom. The spacing between the two paragraphs of text is reduced slightly as well. Module 3, Unit 5

Alignment Module 3, Unit 5

Module 3, Unit 3, Sub-Unit 5, Session 3 Alignment (desktoppub.about.com) Key Points Can you imagine how difficult it would be to find your car in a crowded parking lot if everyone ignored the parking lot stripes and parked in every which direction and angle? Imagine trying to get out of there! Alignment brings order to chaos, in a parking lot and on a piece of paper. How you align type and graphics on a page and in relation to each other can make your layout easier or more difficult to read, foster familiarity, or bring excitement to a stale design. Module 3, Unit 3, Sub-Unit 5, Session 3

Key Points There is nothing inherently wrong with centered headlines, text, and graphics. They lend a formal tone to a layout. But, for this series of layouts something a bit more informal is called for. Also, large blocks of centered text are usually harder to read. In the second "Alignment" example, text alignment is left-aligned, ragged right, wrapped around the bottom graphic which is aligned more to the right, opposite an added graphic that is aligned to the left to help balance the overall design. When doing your own ad, it’s good to draw lines on the page to make sure everything is lined up correctly Module 3, Unit 5

REPETITION/CONSISTENCY REPETITION/CONSISTENCY REPETITION/CONSISTENCY Module 3, Unit 5

STOP Key Points What if Stop signs came in pink squares, yellow circles, or green triangles, depending on the changing whims of a town and a few of its residents? Imagine the ensuing traffic jams and accidents. Repeating design elements and consistent use of type and graphics styles within a document shows a reader where to go and helps them navigate your designs and layouts safely. Module 3, Unit 5

Key Points Within the second "Repetition" example, the headline is repeated three times using graphics that tie in with the copy in the text blocks. The repetition of the colors in the shapes and headline text that are in the copy help to reinforce the theme. Overlapping the graphic and text elements unifies the elements of the design. Repetition of headline reinforces message Same font in all 3 Same layout Overlap of text with shape adds interest and creates cohesion Note the use of alignment for the body text – divided into 2 columns, each column covering a different point Module 3, Unit 5

Key Points Another aspect of consistency that can be seen when viewing all 6 of the "after" examples is the blue borders, blue reversed boxes, and the typeface (Britannic Bold) used for the names of all the principles of design. The drop cap used in three examples (Bermuda LP Squiggle) is another element of consistency. Module 3, Unit 5

CONTRAST Module 3, Unit 5

Module 3, Unit 3, Sub-Unit 5, Session 3 Contrast (desktoppub.about.com) Key Points On the basketball court, one pro team looks much like another. But send a few of those players for a stroll down most any major city street and something becomes apparent — those players are much taller than your average guy on the street. That's contrast. In design, big and small elements, black and white text, squares and circles, can all create contrast in design. Module 3, Unit 3, Sub-Unit 5, Session 3

Also draws your eye from visual to text in a smooth flow White space creates contrast and allows towering image to be more prominent. Also draws your eye from visual to text in a smooth flow Oversized image creates dramatic contrast and emphasizes text that references how tall ball players are. Contrast in font type lets the text stand out, but also creates consistency with the basketball image Key Points There's isn't enough contrast between the headline and text due in part to size but also because the two different serif faces used or too similar (not obvious from the small graphic, trust me, they are different typefaces). That oversized graphic provides real contrast and reinforces the copy (tall basketball players). Dropping the text down to the bottom portion of the page also reinforces the 'towering' aspect of the graphic. The reversed text in the blue box, the blue border, and the drop cap carries through the overall unifying elements found throughout the series. Additionally, the round shape of the drop cap and its color echo the shape and color of the basketball in the graphic. The drop cap and the reversed text on the left side plus the left-aligned text help to balance the large graphic element. Module 3, Unit 5

different TYPES of contrast Module 3, Unit 5

Contrast with Size (Hot Dog Cart Design by jmrichte1) Key Points Big and small elements of the same type, such as big and small images and big and small type are the most obvious uses of size to create contrast. Contrasting white space or the physical size of the piece with another element of the design is another method. That oversized graphic provides real contrast and reinforces the copy (tall basketball players). Dropping the text down to the bottom portion of the page also reinforces the 'towering' aspect of the graphic. The reversed text in the blue box, the blue border, and the drop cap carries through the overall unifying elements found throughout the series. Additionally, the round shape of the drop cap and its color echo the shape and color of the basketball in the graphic. The drop cap and the reversed text on the left side plus the left-aligned text help to balance the large graphic element. Module 3, Unit 5

Contrast with Value (Calendar Design byPMacLaird) Key Points The relative lightness or darkness of two elements to each other can create a contrast in value. Whether with shades of gray or tints and shades of a single color, the further apart the values the greater the contrast. Module 3, Unit 5

Contrast with Color Graphic © J. Bear Key Points Use harmonizing, complementary, and opposite colors to create contrast. Be careful with the value of the colors as well. For example, harmonizing colors (adjacent to each other on the color wheel) can appear washed out if there is not enough difference in the values of each color. Module 3, Unit 5

Module 3, Unit 3, Sub-Unit 5, Session 3 Key points Absence of text and graphics Doesn’t have to be white in color Can be the tone of the background color Visual breathing room for your eyes Makes page less cramped, confusing, or overwhelming Module 3, Unit 3, Sub-Unit 5, Session 3

Typography Typography Typography Typography Typography Typography Typography

Century Gothic (bold italic) Type Relationships Concordant Same font family Variety of style Century Gothic (normal) Century Gothic (bold) Century Gothic (italic) Century Gothic (bold italic) Module 3, Unit 5

(your readers will notice, trust me) Type Relationships Conflicting Avoid at all cost Different fonts with similar features Looks to be a mistake Times New Roman Century Schoolbook (your readers will notice, trust me) Module 3, Unit 5

Broadway font Times New Roman Type Relationships Contrasting Very different font types together Similar to contrast design principles Exciting and appealing! Broadway font Times New Roman Module 3, Unit 5

Imagery

Artwork/Illustration Original design Good for unique species Flexibility Repetition and Consistency more time maybe more money Key points Artwork/Illustration Original design created for your campaign only Good for unique or hard-to-see flagship species Flexibility in personality Assist with repetition and consistency Requires more time, and maybe more money Module 3, Unit 5

Original Photography Powerful and engaging Realistic and accurate Specific to site or species Less flexibility with design or repetition/consistency Module 3, Unit 5

Stock Photography Less expensive Quick and easy to procure Hard for specific needs May be limitations on use Module 3, Unit 5

Purpose: To begin applying and internalizing design principles Activity: Apply the Principles of Good Print Design to Professionally Developed Materials Purpose: To begin applying and internalizing design principles Pick several different ads Analyze how the ads use, or don’t use the previously reviewed design principles Fill in the Ad Critic Table Share your ideas To instructor Follow directions in Instructor Guide. All activities should follow this format, with no timing. Any images you need to add in please do so on a separate slide. Module 3, Unit 5

Activity: Analyzing Poster Design Purpose: To critically assess all elements of design in a creative concept Use same posters you analyzed for Principles of Design Analyze each one by applying the criteria provided in your Participant Guide To Instructor You can have the participants do this activity without looking at an example as a class, or, you can present one example and talk through the questions asked in the exercise. Do not spend a great deal of time going over the example. You just want to demonstrate for them what they will be doing in the activity. Follow directions in Instructor Guide. All activities should follow this format, with no timing. Any images you need to add in please do so on a separate slide. Module 3, Unit 5

Prompts Module 3, Unit 5

What messages are these symbols trying to get across? Module 3, Unit 5

Activity: Using Prompts to Stimulate Action Purpose: To consider simple prompts to stimulate and encourage desired behaviors Sketch 3 prompts that might relate to your campaign Do you think these prompts are worth incorporating in your campaign? To instructor Follow directions in Instructor Guide. All activities should follow this format, with no timing. Any images you need to add in please do so on a separate slide. Module 3, Unit 5

Mini Media Module 3, Unit 5

Activity: Analyzing or Creating Additional Mini-Media Pride Campaign Materials Purpose: To critically analyze a variety of Pride campaign materials, and discuss what might be appropriate for your campaign Look at Pride Handbook at different mini media ideas. Group discussion on what may work best for you campaign. Arts & Craft: Draw up some draft mini media! To Instructor Follow instructions in instructor guide Consider presenting your mini examples also on the screen for better viewing and discussion. Be sure you have the physical example in the classroom also. Module 3, Unit 5

Activity: Distribution and Sponsors Purpose: To think outside the box in terms of how to effectively leverage and distribute your mini-media On your index card, write your site location, 1-3 messages and the mini-media you would like to use Join group A or B Group B rotate at 1 minute intervals Group B read partner’s index card, offer suggestions Share your ideas To instructor Follow directions in Instructor Guide. All activities should follow this format, with no timing. Any images you need to add in please do so on a separate slide. Module 3, Unit 5