Communication Design Created by J. Shannon Info from “The Non-Designers Design Book” by Robin Williams, 3 rd edition, 2008

Communication Design Communication design includes both elements of design and information in such things as printed, crafted, electronic media or presentations to communicate and idea with people. Communication design includes both elements of design and information in such things as printed, crafted, electronic media or presentations to communicate and idea with people.

Four Basic Principles Proximity Proximity Alignment Alignment Repetition Repetition Contrast Contrast

Proximity Group related things together. Group related things together. This helps to This helps to organization informationorganization information reduce clutterreduce clutter gives a clear structuregives a clear structure

No Proximity How many times does your eye stop to look at something (separate elements )? How many times does your eye stop to look at something (separate elements )? Where do you begin reading? Where do you begin reading? What do you read next? What do you read next? Do you wander around making sure you didn’t miss anything? Do you wander around making sure you didn’t miss anything?

No Proximity Now that there is a bolded word, what do you look at first? Second? Now that there is a bolded word, what do you look at first? Second? Do you know when you are finished? Do you know when you are finished?

Proximity working Proximity or closeness implies a relationship Proximity or closeness implies a relationship Where do you begin to read? Where do you begin to read? Where do your eyes go next? Where do your eyes go next? Do you know when you are finished? Do you know when you are finished?

Expressing information Graphically by grouping. Good and Bad Example Correspondences Correspondences Flowers, herbs, trees, weeds, ancient Greek and Romans Historical Characters Flowers, herbs, trees, weeds, ancient Greek and Romans Historical Characters Quotes on motifs Quotes on motifs Women Women Death Death Morning Morning Snakes Snakes Language Language Iambic pentameter Iambic pentameter Rhetorical Devices Rhetorical Devices Poetic devices Poetic devices First lines First lines Collections Collections Small printings Small printings Kitschy Kitschy Dingbats Dingbats Thematic Thematic Williams and saints Williams and saints Drinks and recipes Drinks and recipes Music Music Quizzes Quizzes Fun but difficult quizzes Fun but difficult quizzes Correspondences Correspondences Flowers, herbs, trees, weeds, ancient Greek and Romans Historical Characters Flowers, herbs, trees, weeds, ancient Greek and Romans Historical Characters Quotes on motifs Quotes on motifs Women Women Death Death Morning Morning Snakes Snakes Language Language Iambic pentameter Iambic pentameter Rhetorical Devices Rhetorical Devices Poetic devices Poetic devices First lines First lines Collections Collections Small printings Small printings Kitschy Kitschy Dingbats Dingbats Thematic Thematic Williams and saints Williams and saints Drinks and recipes Drinks and recipes Music Music Quizzes Quizzes Fun but difficult quizzes Fun but difficult quizzes

Proximity Means Clear Communication Organize the visual elements of the page Organize the visual elements of the page More than 3-5 visual elements on a page adds confusion More than 3-5 visual elements on a page adds confusion Group similar elements together. Group similar elements together.

Things to avoid Don’t stick things in corners or the middle of the page even if there is an empty space Don’t stick things in corners or the middle of the page even if there is an empty space Avoid more than 5 separate elements on a page Avoid more than 5 separate elements on a page Avoid placing things far apart that should go together Avoid placing things far apart that should go together Avoid placing unrelated things together Avoid placing unrelated things together

Alignment Placing things on the page in specific spots. Placing things on the page in specific spots. Every element on the page should have some connection with another element on the page Every element on the page should have some connection with another element on the page Clean, sophisticated, fresh look Clean, sophisticated, fresh look

Alignment There is no alignment in this example There is no alignment in this example Everything is just placed somewhere Everything is just placed somewhere

Alignment Added Logical Alignment Logical Alignment Strength of the edge gives the strength to the layout and design. Strength of the edge gives the strength to the layout and design.

Ways to Align There are so many ways to align things There are so many ways to align things Right justifiedRight justified Left justifiedLeft justified CenteredCentered Top justifiedTop justified Bottom justifiedBottom justified See examples of this in the Non-Designers design handbook on pages See examples of this in the Non-Designers design handbook on pages 37-49

In summary Every element should have visual connection with unity being very important Every element should have visual connection with unity being very important Unify and organize the page Unify and organize the page Be conscious of where things are placed Be conscious of where things are placed Avoid using more than one text alignment on one page Avoid using more than one text alignment on one page Centered alignment needs more to make it dramatic Centered alignment needs more to make it dramatic

Alignment “Nothing should be placed on a page arbitrarily, Every item should have a visual connection with something else on the page” “Nothing should be placed on a page arbitrarily, Every item should have a visual connection with something else on the page” Williams, 2008.

Repetition Develops the organization and strengthens the unity Develops the organization and strengthens the unity

Repetition Repeating Visual elements Repeating Visual elements ColorColor ShapesShapes TexturesTextures FontsFonts Spatial relationshipSpatial relationship Line thicknessLine thickness FontsFonts Graphic conceptsGraphic concepts

Repetition “Repeat some aspect of the design throughout the entire piece” Williams, 2008 “Repeat some aspect of the design throughout the entire piece” Williams, 2008

Unity On the left only the Mermaid Tavern is bolded On the left only the Mermaid Tavern is bolded On the right Mermaid Tavern and the phone number are bolded On the right Mermaid Tavern and the phone number are bolded Top and bottom are bolded which pieces the business card together Top and bottom are bolded which pieces the business card together

Repetiton When you are making multiple pages for the same company/cause it is important to use repetition to tie things together When you are making multiple pages for the same company/cause it is important to use repetition to tie things together Fonts, Colors, Lines, Shapes, Alignments etc. Fonts, Colors, Lines, Shapes, Alignments etc.

In Summary Repetition unifies and adds visual interest Repetition unifies and adds visual interest Be consistent Be consistent Avoid repeating an element to the point of being annoying Avoid repeating an element to the point of being annoying A lady is wearing a black dress with red earrings, a red purse, a red necklace, red shoes and red lip stick-too muchA lady is wearing a black dress with red earrings, a red purse, a red necklace, red shoes and red lip stick-too much

Contrast Avoiding things on the page that are merely similar Avoiding things on the page that are merely similar TypeType ColorColor SizeSize LineLine ThicknessThickness ShapeShape SpaceSpace

Contrast It is was makes a reader look at the page in the first place It is was makes a reader look at the page in the first place If two items are not exactly the same then make them really different. If two items are not exactly the same then make them really different.

Examples

Contrast Examples

Contrast examples

In Conclusion Create an interest on the page whether it be an image, product or information Create an interest on the page whether it be an image, product or information Make things different Make things different Avoid contrasting colors that are similar together Avoid contrasting colors that are similar together Avoid using fonts that are too similar Avoid using fonts that are too similar