1. 1 Why does design matter? Target audience needs and issues Goals and intended outcomes  Integration within overall look and feel Creative issues  Appropriateness  Quality of execution  Budget constraints  Aesthetics How will success be measured?

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3. 3 Impossible A Volkswagen can’t boil over. It’s physically impossible. The reason is absurdly simple: The VW’s rear engine is cooled by air, not water. Since air can’t boil, neither can the car. If you had to, you could drive a VW all day at top speed through a desert. Or edge along in bumper-to-bumper traffic on the hottest day of the year. You may get all steamed up, but not your Volkswagen. Chances are you’ll appreciate the air- cooled engine even more in winter. Air can’t freeze any more than it can boil. So you don’t need anti-freeze. (You couldn’t put any in a VW even if you wanted to; there’s no radiator. And so no hoses to leak. No draining. No flushing. No rust.) In the past, few VW owners have been amused to find a perplexed gas station attendant with a bucket of water and no place to put it. But we’ve taken care of that in our ’61 model. This year, a windshield washer is standard equipment. It uses water. Let the man fill it up.

7. Reasons for guidelines To ensure consistency and synergy To identify the organization(s) involved To properly use the trademarks (logo, etc.) that best represent the brand To ensure appropriate use of colors Not to limit creativity!

8. What do you want your design to do? Remember, it’s not fine art! 1. Who is your target audience? 2. How do you want them to react? 3. How can you convey that message? 1. Tone, manner, personality 2. Powerful graphic treatment 3. Smart copy 4. Appropriate approach

9. What contributes to “good design”? Seven basic principles:  Context – Remember your audience!  Emphasis – Reinforce what’s important!  Contrast – Avoid the similar!  Repetition – Repeat for added impact!  Alignment – Everything relates to everything!  Proximity – Use space to relate or separate!  Mechanics – Typography, color and language!

10. Typography 10

11. 11 Typography Readability is affected by:  Typestyle, boldness and size  Line length  Word, line and paragraph spacing  Kerning  Design and appropriateness  Lighting and environment Despite prevailing wisdom, not affected by:  Serif vs. sans serif typeface

12. 12 Kerning

13. 13 Example: Logos Format – abstract symbol, pictograph, type  Use of sm, tm or ® Design considerations  Simplicity  Distinctiveness and uniqueness  Use of colors  Variety of media uses  Durability & trendiness

14. 14 Color Psychology of color  Red = excitement, danger, power  Blue = calmness, coolness  Green = natural, pure, safe, educational  Purple = regal, spiritual, death  Black = death, sophistication  White = purity Completely determined by culture  White in China = death

15. 15 Qualities of color Hue  Red, yellow, blue Value  Lightness or darkness Saturation  Intensity or vividness

16. 16 Color wheel Strive for contrast in hue (color) and value (lightness or darkness). Similar values can cause visual vibration. Blue & green and red & orange are particularly bad combinations. Yellow and violet provide strong effective contrast. White with dark colors; black with light.

17. 17 Get it right! The difference between the right word and the almost right word is like the difference between lightning and a lightning bug.