2. Design Principles 3.02 Understand business publications MS Publisher

3. 3.02 Understand business publications Slide 2 Five Principles of Design 1.Alignment 2.Consistency 3.Contrast 4.Proximity/unity 5.White space

4. 3.02 Understand business publications Slide 3 Alignment Arrangement of text  Left or right justified?  Centered?  Is the text laid out in a normal reading pattern (left to right)?

5. 3.02 Understand business publications Slide 4 Consistency Color scheme  Maintain a uniform color scheme throughout  Choose a color appropriate for the subject Font scheme  Select a uniform style, size, and effect for all headings and another for the body  Choose a serif font for headings and a sans serif for the body or visa versa.  Do not use all capital letters! Graphics  Use a uniform format for graphics – all photographic or all cartoon

6. 3.02 Understand business publications Slide 5 Contrast Where is the reader’s attention focused first?  Are the most important objects emphasized by color or size? Is there a distinct difference in color between the font and the background? Are headings distinct so that the reader notices a difference between a header and the body?

7. 3.02 Understand business publications Slide 6 Proximity/Unity Are the objects grouped appropriately?  Does a relevant graphic appear in close proximity to the text it represents? Is there uniform and appropriate space between headings and body?  The reader should be able to quickly discern the relationship between headings and related body as well as body and related graphics.

8. 3.02 Understand business publications Slide 7 White Space Think of white space as negative or blank space. It is used to focus the reader’s attention by drawing the eyes to specific locations and sections in a publication. It also gives the reader’s eyes a break.

9. 3.02 Understand business publications.Slide 8 What type of publication should you use? The type of publication depends upon the purpose of the communication and the characteristics of the target audience.  Why and what do you need to communicate?  To whom are you communicating?

10. 3.02 Understand business publications.Slide 9 Classify the Purpose

11. 3.02 Understand business publications.Slide 10 What’s the Purpose? To identify and provide contact information To communicate information about a one- time event To educate or provide public awareness about a specific topic To provide bi-weekly or quarterly updates about events, meetings, and activities to a specific group of people Click here

12. 3.02 Understand business publications.Slide 11 Now let’s practice! Let’s see if you can determine the type of publication that is best suited for each scenario in the next activity.

13. 3.02 Understand business publications.Slide 12 Use a Business Card or Letterhead Stationery Business Card Letterhead Stationery Business Card Letterhead Stationery Back

14. 3.02 Understand business publications.Slide 13 Use a Flyer Flyer State Soccer Playoffs Lake Norman HS November 15, 2009 Asheville, NC 7:00 pm Pay $10 to ride the bus Back

15. 3.02 Understand business publications.Slide 14 Use a Brochure Brochure Back

16. 3.02 Understand business publications.Slide 15 Use a Newsletter Newsletter Back

17. 3.02 Understand business publications.Slide 16 Business Card A publication that contains contact information for a business or individual Used to help its recipient remember you or your business Typically includes the contact’s name, company, logo, address, telephone and cell phone numbers, email address, and fax number Some cards include a photograph Back

18. 3.02 Understand business publications.Slide 17 Letterhead Stationery The phrase letterhead stationery implies the use of a heading at the top and sometimes also at the bottom of a letter Usually includes the name and logo of the company or individual, the address, phone numbers, email address, website, and fax number When used with a business card and envelope, the color scheme and graphics should be consistent and complementary Templates and wizards are commonly used to create letterhead stationery Back

19. 3.02 Understand business publications.Slide 18 Flyer A one-page document used by a business or individual to advertise or provide information about an event Distributed via an attachment to email, by posting on bulletin boards or telephone poles, or handed out on the street Used to convey information that is temporary in nature and has a short life span Back

20. 3.02 Understand business publications.Slide 19 Brochure Used by an organization or individual to advertise or provide information of a more long-term nature than that of a flyer A short publication, generally printed on higher grade paper than a flyer, which employs the use of color and graphics May be in single-sheet form, printed front and back for bi-fold or tri-fold presentation, or they may be printed in booklet sheet form Examples of uses of brochures include a course description for Computer Applications and product descriptions Back

21. 3.02 Understand business publications.Slide 20 Newsletter A publication created by a business or individual that is distributed on a regular basis – weekly, monthly, or quarterly Typically formatted in columns with side headings, graphics, and text boxes Used to present information and updates for a specific organization, club, agency, or business Examples of uses of newsletters include the PTSA newsletter published at your school, those distributed by churches, and those used to convey the news and events of the Boys and Girls Clubs Back

22. 3.02 Understand business publications. Slide 21 Traits of the Target Audience Once the type of publication is determined, the next step is to examine the target audience. Although a target audience can be characterized by many traits, we will only cover the following three in this objective:  Age  Educational background  Interests  Group membership

23. 3.02 Understand business publications. Slide 22 Age What is the age group?  Elementary  Preteen  Teen  Young adult  Mature adult  Senior citizen Look at the two versions of an elementary school flyer and discuss which one is more appropriate. Version A or Version B? Version A Version B

24. 3.02 Understand business publications. Slide 23 Educational Background If you think back to the previous flyers of the elementary school, what do you think about the educational level of the target audience?  Can the audience read well? Their vocabulary is probably limited, so more age appropriate graphics were used to convey the message than text. Think about the amount of text you use on a publication and remember, less is more! Be concise and get to the point.

25. 3.02 Understand business publications. Slide 24 Common Interests Does the group as a whole share common interests, such as knitting, bowling, stamp collecting, or fly fishing?

26. 3.02 Understand business publications. Slide 25 Group Membership Special Interest Groups  Gaming  Boy Scouts  Gardening  Harry Potter Other Groups  Religious  Ethnic  Political  Sports  Sorority Is the target audience a member of a particular group?

27. 3.02 Understand business publications. Slide 26 Let’s get to work! Use your new knowledge about the target audience along with design principles in the next activities to develop some publications!

28. 3.02 Understand business publications. Slide 27 Elementary School Flyer Version A

29. 3.02 Understand business publications. Slide 28 Elementary School Flyer Version B