Professionally

Basic Elements of Design

4 Classifications of Type

1. Serif Type: Characterized by decorative strokes on the ends of the main strokes Very readable type, good choice for body text Classifications of Type A F s t

2. Sans Serif Type Characterized by the lack of decorative strokes on the ends of the main strokes. Not as easy to read as serif type; good to use in large sizes, such as for headlines or other display purposes. A a A A A Classifications of Type

3. Script/Cursive Type resembles handwritten letters. Can be formal or casual. Good for certain types of ads and invitations. Classifications of Type

4. Decorative/Novelty Type created for special occasions Usually very casual Can be used to set mood for story

Basics Don’t mix more than two styles on a page. Using too many fonts takes away & is distracting. So is using all caps for text font. Choose a serif & sans serif & use variations of the fonts like italics, bold, etc. for emphasis.

Basic s Don’t mix more than two styles on a page. Choose a serif & sans serif & use variations of the fonts like italics,, underline, bold, etc. for emphasis.

Proximity/White Space Proximity deals with how close each element is to another element. Use white space to group info which relates to each other together.

Grouping, spacing, rule lines Group information which goes together and create enough white space around it so that it is set off from other information.

Alignment This text is a sample of type, which has been justified, left and right, which means it has equal margins on each side. This text is a sample of type, which has been aligned left. This means the text is straight on the left and jagged on the right. This text is a sample of type, which has been aligned right. This means the text is straight on the right and jagged on the left. This text is a sample of type, which has been centered. This means the text is jagged on both the left and right sides.

Repetition Repeated visual elements help give a document or presentation uniformity. Use color, shapes, font, texture, spacial relationships, line thickness, sizes, etc.

Screens/Text Box Screens are where the background color is any color except white.

Screens/Text Box Screens are where the background color is any color except white.

Leading/Rule Line Leading is the amount of white space in between the lines of type. This is typed with normal leading. Using more leading makes the text easier to read. Leading is the amount of white space in between the lines. This is typed with more leading. It can be changed by highlighting text, going to format, paragraph, line spacing, etc.

Caption Emphasis Captions can contain reverse type and can be different shapes Traditional captions are found below the picture. Captions describe action in the picture. Many things can be done with captions. Some captions are written to the side. Captions can also go on the photo

Contrast Contrast is created when elements are DIFFERENT. If they are “sort of” different, it creates conflict, not CONTRAST. If two items are not exactly the same, make them different … very different.

Contrast in Fonts ALL CAPS S MALL C APS Bold type Italics underline ShadowShadow

Capitalization THIS IS ALL CAPS. T HIS I S S MALL C APS. This Is Upstyle. This is downstyle.

ColorColorColorColor Use colors to enhance NOT distract. Sometimes using one spot color from a picture can bring an added level of depth to a product. purposeDifferent colors have different feels so make sure you chose color appropriate for your purpose.

Color Traditional captions are found below the picture. Captions describe action in the picture. Many things can be done with captions. Some captions are written to the side. Captions can also go on the photo A caption can contain reverse type and can be different shapes

Color Traditional captions are found below the picture. Captions describe action in the picture. Many things can be done with captions. Some captions are written to the side. Captions can also go on the photo A caption can contain reverse type and can be different shapes

Color Traditional captions are found below the picture. Captions describe action in the picture. Many things can be done with captions. Some captions are written to the side. Captions can also go on the photo A caption can contain reverse type and can be different shapes

Citations Website information compliments of Daniel O’Kilen – Alief ISD Peggy Miller/Dianne Smith – Alief ISD Non-Designer’s Design Book – Robin Williams