1. Design elements and language

2. The Basics.  Function  Style  Layout (grid)  Color  Font  Material  Effects

3. Form follows FUNCTION.  Who is your audience?

4. Form follows FUNCTION.  Who is your audience?  What is your purpose?

5. Form follows FUNCTION.  Who is your audience?  What is your purpose?  How will it be used or viewed?

6. Style.  Derives from function.

7. Style.  Should be consistent with the style of your work.

8. Style.  Derives from function.  Should be consistent with the style of your work.  Should not compete with your work.

9. Style.  Derives from function.  Should be consistent with the style of your work.  Should not compete with your work.  Each piece should be consistent with the others.

10. Layout.  Align elements to a GRID.

11. Layout.  Do not fear white space. It is your friend.

12. Layout.  Align elements to a GRID.  Do not fear white space. It is your friend.  Use your art composition skills to judge balance, rhythm, harmony.

13. Color.  Limit your palette.

14. Color.  Choose a palette that is consistent with your style.

15. Color.  Limit your palette.  Choose a palette that is consistent with your style.  Don’t compete with your work – enhance it.

16. Font.  Choose fonts that are consistent with your style, and don’t compete with your artwork.

17. Font.  (are you seeing a pattern here?)

18. Font.  Choose fonts that are consistent with your style, and don’t compete with your artwork.  Limit the number of fonts you use (1 or 2).

19. Font.  Choose fonts that are consistent with your style, and don’t compete with your artwork.  Limit the number of fonts you use (1 or 2).  1 font for display text, 1 for blocks of text.

20. Display fonts.  Headings  Your name  Initial caps  Can be bolder, more unique.  Can contrast or harmonize with block text font.

21. Block text fonts.  Must be highly readable at a small size.  Serif fonts more readable.  No smaller than 11pt.  Sufficient color contrast with background.

22. Bad fonts. Bad.  Comic Sans.  Helvetica.  Arial.  Brush Script.  Any fake handwriting.  Papyrus.  … Google “bad fonts” if you’re in doubt.

25. Materials.  Weight.  Thick, thin, opaque, transparent.  Folds, die-cuts can be affected by paper weight.  Heavier paper generally feels like better quality.

26. Materials.  Weight.  Color.  Sufficient contrast with text.  Many varieties of white.  Pastel papers may look tacky.

27. Materials.  Weight.  Color.  Texture.  Matte/gloss  Smooth/rough  Linen  Laid

28. Materials.  Weight.  Color.  Texture.  Fiber Content.  Cotton/linen/silk  Recycled  Plastic  Durability? Quality?

29. Print effects.  Die-cut.  Bleed.  Spot varnish.

30. Web effects.  Remember: form follows function!  Don’t use cool effects just because they’re cool.  Awesome today may be outdated in a year.  Test on multiple devices.

31. Design elements and language