1. Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Visual Communication

2. Visual Communication Forms Art – painting, illustration (pencil, pen & ink, etc), various specialty mediums Clothing – style, colors, personal or uniforms Interior design – choice of colors, textures, lighting, overall ambiance Environmental design – includes exterior elements (landscape, architecture) Photography – black & white, color, sepia, special effects Typography – impacts overall tone & communication effect Fonts example exercise See Typeface Examples Video – studio shots, on location, sophisticated, “real” video, etc Video – studio, location, sophisticated, “real” video, etc

3. Importance of Visual Communication Grab attention Stick in memory Cement belief Tell stories Communicate quickly Anchor associations (Mine) Create a mood or ambiance (McDonald’s example in text)

4. Use of Color Rule of thumb – no more than 3 main colors (max) Example: www.makeitmissoula.comwww.makeitmissoula.com Example: www.edgellbuilding.comwww.edgellbuilding.com Example: www.mothersmilkbankofmt.orgwww.mothersmilkbankofmt.org Example: www.cozycurtains.comwww.cozycurtains.com Example: www.ontheplantfloor.comwww.ontheplantfloor.com Rule of thumb – generally go warm OR cool

5. Typography Rule of thumb – no more than 3 different fonts Rule of thumb – only ONE ornamental font Rule of thumb – best to mix a serif with sans serif Rule of thumb – offline – serif fonts are easiest to read, especially if long copy Rule of thumb – online – sans serif fonts are easiest to read on web pages Rule of thumb – dark font on light background always best (unless copy is very short)

6. Logos – Visuals and Fonts Be careful with visual design!

7. Logos – Visuals and Fonts Be careful with visual design!

8. Logos – Visuals and Fonts Be careful with visual design!

9. Logos – Visuals and Fonts Be careful with visual design!

10. Logos – Visuals and Fonts Be careful with fonts and spacing!

11. Logos – Visuals and Fonts Be careful with choice of typeface!

12. Photography Use – IMPORTANT! Rights of photo usage is huge issue Cannot use images from Google Images If use copyrighted photo, can get sued New technology identifies digital footprint www.TinEye.com www.tineye.com/cool_searches Use photos legally Use photos you take yourself or have permission to use Buy from stock photo site – Karen’s fave, www.123rf.comwww.123rf.com Free options – PhotoBucket.com, Flickr.com, Google advanced options