2. Design Principles Understand business publications Slide 1

3. Slide 2 Six Principles of Design 1.Balance 2.Proximity/unity 3.Alignment 4.Repetition/consistency 5.Contrast 6.White space

4. Balance Slide 3 Graphics don’t overpower text Page is not too heavy on one side or the other such as, putting matching text boxes at the top and bottom of a publication Example: http://www.ithinktoo.com/Design1/balance/balance_example/balanceeg.html

5. Slide 4 Proximity/Unity Distance between elements on a page Used to demonstrate a relationship or a lack of relationship between elements  such as, you must put captions (text) next to the related photograph Example: http://www.ithinktoo.com/Design1/Proximity/proximity_example/proximityeg.html http://www.ithinktoo.com/Design1/Proximity/proximity_example/proximityeg.html

6. Slide 5 Alignment Justification of elements Related items should be justified the same to emphasize their relationship to each other  such as, the text giving the location, date, time, and cost of an event are all CENTERED on a flyer Example: http://www.ithinktoo.com/Design1/alignment/alignment_example/alignmenteg.html http://www.ithinktoo.com/Design1/alignment/alignment_example/alignmenteg.html

7. Slide 6Repetition/Consistency Consistent pattern of font and color schemes and graphic types; repeated fonts, color schemes, or graphics 1.Specific font, size, and style for headings, subheadings, and body text. 2.Do not mix photographic images or digital and cartoon images on the same page. Scheme - a planned combination of elements, such as a combination of font styles and sizes

8. Repetition/Consistency (continued) Scheme examples:  In a publication: all the Headings are keyed in 14 pt. Arial font and the Body is keyed in 12 pt. Times New Roman font or all the text is in the same font type/style  The graphics that are used all relate to the topic of the publication Example: http://www.ithinktoo.com/Design1/repetition/repetition_example/repe titioneg.html http://www.ithinktoo.com/Design1/repetition/repetition_example/repe titioneg.html Slide 7

9. Slide 8 Contrast the use of color and size to emphasize the most important elements on a page  for example: Use black font on a light pink colored page Use white font on black paper Use light gray on dark blue Example: http://www.ithinktoo.com/Design1/contrast/contrast_example/contrasteg.html http://www.ithinktoo.com/Design1/contrast/contrast_example/contrasteg.html

10. Slide 9 White Space White space is: blank or negative space on a page  Used to give the reader’s eyes a break  Used to focus the reader’s attention on important details White Space does not have to be white  Examples of White Space: Using wide margins to create white space An example of poor use of white space: putting text boxes in the margins of a publication Example: http://www.ithinktoo.com/Design1/white_space/whitespace_example/whitespaceeg.html http://www.ithinktoo.com/Design1/white_space/whitespace_example/whitespaceeg.html

11. Publications Understand business publications.

12. 3.02 Understand business publications.Slide 11 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?

13. 3.02 Understand business publications.Slide 12 Classify the Purpose

14. 3.02 Understand business publications.Slide 13 What’s the Purpose? To identify and provide contact information for a business or individual. To advertise/communicate information about a one-time upcoming event To educate, inform or advertise about a specific topic To provide informational updates to a specific club, group, or organization on a regular basis – weekly, monthly, quarterly Click here

15. 3.02 Understand business publications.Slide 14 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.

16. 3.02 Understand business publications.Slide 15 Use a Business Card or Letterhead Stationery Business Card Letterhead Stationery Business Card Letterhead Stationery Back

17. 3.02 Understand business publications.Slide 16 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

18. 3.02 Understand business publications.Slide 17 Use a Brochure Brochure Back

19. 3.02 Understand business publications.Slide 18 Use a Newsletter Newsletter Back

20. 3.02 Understand business publications.Slide 19 Business Card A publication that contains contact information for a business or individual.  the contact information often includes the name, address, phone numbers, email address, web address, and a logo or picture. Used to help its recipients 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

21. 3.02 Understand business publications.Slide 20 Letterhead Stationery The phrase letterhead stationery implies the use of a heading at the top and sometimes also at the bottom of a letter. Letterhead Stationery is used by businesses, organizations, or individuals to communicate a message and relay contact information.  The Letterhead usually includes the name and logo of the company or individual, the address, phone numbers, email address, website, and fax number. When a Letterhead is 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

22. 3.02 Understand business publications.Slide 21 Flyer A one-page document used by a business or individual to advertise or provide information about a one-time upcoming event.  Examples: a play or a PTSA meeting Typically used to convey information that is temporary in nature and has a short life span. Advertises a single event and is used for a one- time purpose.  Distributed via an attachment to email, by posting on bulletin boards or telephone poles, or handed out on the street. Back

23. 3.02 Understand business publications.Slide 22 Brochure Used by an organization or individual to inform or advertise  such as, a description of the AP program at a school, or the pathways within each career cluster, or a course description for Computer Applications, and product descriptions Used to provide information, educate, or advertise a specific topic or product More long-term nature than that of a flyer Describes a single entity in detail  such as, a course or a product or service 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 Back

24. 3.02 Understand business publications.Slide 23 Newsletter A publication created by a business or individual that is distributed on a regular basis – weekly, monthly, or quarterly Used to provide informational updates to a specific club, group, organization, agency, or business Describes a variety of events over a specific time period Usually tailored to a specific group Typically formatted in columns with side headings, graphics, and text boxes  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

25. The Target Audience Understand business publications. 24

26. Slide 25 Traits of the Target Audience Once the type of publication is determined, the next step is to examine the Target Audience. Knowledge of the Target Audience is critical to effective communication through publications.

27. Slide 26 Traits of the Target Audience The identifying characteristics of the Target Audience provide the “hooks” for grabbing their attention by appealing to their Age Ability Special interests, and Group Membership

28. Slide 27 Traits of the Target Audience Although a Target Audience can be characterized by many traits, we will only cover the following four in this objective:  Age  Educational background (ability)  Interests  Group membership

29. Slide 28 Age of the Target Audience What is the general age group ?  Elementary  Preteen  Teen  Young adult  Mature adult  Senior citizen 1.Is the publication being prepared for young children to entertain them and tell a story at a birthday party? 2.Is it for a classroom to inform students about a topic? 3. The age of the Target Audience will assist in choosing Design Elements that will be used in the publication.

30. Slide 29 Age of the Target Audience 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

31. Slide 30 Educational Background of the Target Audience What is the general Education Level of the Target Audience?  If it can be defined, knowledge of the Educational Background will determine the amount of text, word choices, and amount of graphics used in the publication. Remember, less is more! Be concise and get to the point.

32. Slide 31 Educational Background of the Target Audience 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.

33. Slide 32 Common Interests of the Target Audience Does the Audience (group) as a whole share Common Interests, such as knitting, doll collecting, bowling, stamp collecting, kayaking, or fly fishing?

34. Slide 33 Group Memberships Special Interest Groups  Boy Scouts  FBLA  Gaming  Gardening  Harry Potter Other Groups  Religious  Ethnic  Political  Sports  Sorority or Fraternity Is the Target Audience a member of a particular group? Does the Audience share similar Group Memberships?

35. Slide 34 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!

36. Slide 35 Elementary School Flyer Version A

37. Slide 36 Elementary School Flyer Version B