1. Graphic Design: An Overview for Effective Communication

7. Agenda Content is Key Graphic Design Basics –Know your Audience –Layout, Typefaces, Body Copy –Photos and Images –Color

8. Importance of Good Design Visual presentation is a critical aspect of effective communication Well-organized visuals add meaning and substance to your message Basic rules of good design apply to print and electronic formats

9. Content is Key Know your audience –Who is your audience and what do they want to know? –What do YOU want the audience to know? ID Purpose of publication –How long will the information be accurate? –How much space do you have?

10. Graphic Design Basics #1 Know your Audience Know your audience –Readers over age 40 could benefit from larger font size, 12 or 14 pt Consider your audience –Reading skills should influence design –Keep layout simple and uncomplicated

11. Graphic Design Basics #2a Layout: Flow and Focus Keep Layout Simple and Consistent –Provide space between different ideas/topics for clear separation Flow and Focus –Use “Z” pattern for placement of important information: start in upper-left, across right, then back to the left while moving down.

12. Graphic Design Basics #2b Layout: Use Design Grids Organizing Pages –Use Design Grids: A series of horizontal & vertical lines that evenly divide a page

13. Graphic Design Basics #2c Layout: White/Negative Space Organizing Pages –White / Negative Space: Gives “breathing room” for brain to absorb material –Use ¼” white space between columns of text –Use ¼” more white space at the bottom of a page

14. Period Space Invaders!

15. Graphic Design Basics #2d Layout: Organizing Text Grab attention with short, clever headlines of 5-8 words for ideal results Use sub-heads, block quotes and pullout quotes to break up large chunks of information

16. Graphic Design Basics #2e Layout: Typography Font: set of characters in particular size and style of type Typeface: contains a series of fonts -Serif: traditional look typeface with little “feet” -Sans serif: no “feet” contemporary look -Decorative: everything else, script and display typefaces

17. Graphic Design Basics #2e Layout: Typography Alignment -Flush left (left-aligned) -Flush right (right-aligned) -Centered -Justified (full-justified) left and right margins are parallel, more formal style

18. Graphic Design Basics Tips for Typefaces & Body Copy Don’t use more than two typefaces Don’t use all capital letters for body copy Use 12 pt size as a minimum Avoid widows and orphans Always check spelling and grammar Have someone else proof your materials

19. Controversial Font: Comic Sans

21. Graphic Design Basics Tips for Typefaces & Body Copy SPECIAL: Crab Imperial

22. Graphic Design Basics Tips for Typefaces & Body Copy

23. Graphic Design Basics #3 Photos and Images: Resolution Measuring Resolution - Measured in dots per inch (dpi) Electronic screen - Typical screen (web) resolution is 72 dpi Print - Image files ideal is 300 dpi at 100% size

24. Graphic Design Basics #3 Photos and Images: Tips Make sure image matches the copy Faces looking at reader or towards copy Don’t use too many or too few pictures Add color for impact, but don’t use too much indiscriminately

25. Graphic Design Basics #4 Color: RGB Red Green Blue: Creates color through the addition of light, used for electronic mediums

26. Graphic Design Basics #4 Color: CMYK 4-Color Process: Cyan Magenta Yellow blacK, industry standard used for print

27. Graphic Design Basics #4 Color: PMS Spot Color / PMS: Pantone Matching System, used to print an exact color match

28. Graphic Design Basics #4 Color: Properties Black and white are neutrals Colors are classified as warm or cool Warm colors appear larger and closer Most colors carry emotional meanings

29. Graphic Design Basics #4 Color: Contrast Adds visual interest Emphasize type or graphics Helps show separation Paper color affects the color of the ink

30. ACTIVITY: What Would You Do? Each table receives a newsletter Mark the things you like and the things you think should be changed/updated Report out to the group

31. Always remember that … Great design and great content will make a great product!