1. ® Forging new generations of engineers

2. Graphic Design

3. Audience Analysis –Who is the audience? –What are their demographics? –Where are they located? –How long do they have to read the message? –What is their anticipated level of interest? –Trends?

4. Demographics Age Sex Social status Religion Education level Economic level Interests

5. Location Where are they in reference to the Message? – Distance Where are they? – Describe Location

6. Time How long do they have to read the message? What is in competition with the message for reading time?

7. Interest How interested is the audience in the subject of the message? What do they like or dislike? What interest can be exploited to get the audience to read the message?

8. Human factors Values Beliefs Attitudes Character Temperament Outlook Perspectives

9. Incorporates Message Analysis  Message Content - concise but complete  Size and Shape - how the message is to be delivered  Readability – typography  Needs the Audience - understands demographics  Use of proven Design Principles and Elements Effective Graphic Design

10. How do you get the target audience, or the prospective consumer’s attention? How do you encourage the desired response?

11. Message Content Supply all of the information expected Many ads only display the essential information but indicate where the rest of the details can be obtained. i.e. Dealership location and phone number. Textbooks have all or most of the information on a subject area depending on what grade level the book is intended. Understand the format and know what is expected.

12. Size and Shape The size and shape of the design are a function of all the items included in the audience analysis. The design must be the appropriate size to get the job done.

13. Readability/Typography Style of type, font Size of type, point Font enhancements, –underline, shadow, word art White space Line length and justification Color of the text and color of the text background Page layout

14. Style of Type Fonts – There are seven different font groupings, each with their own intended purpose. Old Style used in the body of text where legibility is important. Sans Serif used for display, headlines, and captions. Modern much like old style in purpose but has higher contrast on the lettering strokes. Square Serif used for display, headlines, and short blocks of text. Occasional for special effects, and should be used sparingly. 3 Text used for special occasions like wedding invitations. Cursive used for special effects.

15. Type Nomenclature Thy Ascender Line Waist Line Base Line Descender Line Ascender Descender Fillet Serif Thick Thin Font Size

16. Old Style Type Old Style typefaces have slight differences between the thick and thin strokes, rounded serifs and fillets. These features allow for an eye pleasing amount of white space thus making the fonts easier to read and good for blocks of text. Century Garamond Goudy Old Style

17. Modern Type Modern Type is very similar to old style. The major difference is there is a much larger contrast between the thick and thin strokes. Modern is light and airy, it is considered a stylish type, and it is very readable in a block of type. Bodoni Times New Roman Century Schoolbook

18. San Serif Types San Serif Types San means without. San serif types have no serifs. There is little or no difference in the thickness of any of the strokes of the letters. Their primary use has traditionally been for headlines and captions. But these typefaces have gained popularity for their use in blocks of type. The lack of serifs allows the letter to be closer together allowing more words to be on the page. The readability is decreased but the cost is reduced. Arial Franklin Gothic Lucinda Sans

19. Square Serif Types Square Serif Types have square serifs and even stroke width. The common uses for the seldom used square serif types are for display, head lines, and occasionally for a short block of text. Rockwel l

20. Occasional Types Occasional types are used for special effect and create high contrast but should be used very sparingly. These types should never be used to set a block of text. Chiller Algerian Broadway Playbill Stencil

21. Text Types Text Type and Old English are very difficult to read and are reserved for formal events such as weddings. Due to the ornate nature of the capitol letters, text type should NEVER BE SET IN ALL CAPS. GothicE

22. Cursive Types Cursive Types are also occasional types and should be used for special effect. They have the ability to show style and class when used in advertising. They can be hard to read and should not be set in all capitol letters. Commercial Script

23. White Space White space can add or detract from the readability of a design depending on how much is used. Too little and the design is cramped. Too much and the design is disjointed and unorganized which makes finding what information goes together difficult.

24. Line Length A long line length with small font size allows for a lot of words to be placed on a page which saves money but makes the information very hard to read. It is for that very reason that contracts use this format. It is hard to stay on the correct line because readers have to reposition their eyes several times as they read down the length of the line. A short line length with a large font size results in exactly the opposite situation.

25. Audience Fully understanding the audience allows the designer to select the appropriate design elements and principles to deliver the information.

26. Color Color can add or detract from a design by making it easy or hard to read.

27. High School Play Poster Unity- All but the title are in the same font. Emphasis- Art work and a contrasting font are used for the title. Rhythm-The diagonal placement helps the reader’s eye move down the page.

28. This has a good use of emphasis and rhythm. The viewer is drawn in. But The use of three fonts lacks unity and the font gets lost in the background.

29. Chaos

32. Additional Design Sources Templates –Most software for print documents has templates which are designed by professional designers. They are well done, BUT they do not take the user off the hook. –Selecting the appropriate format still must be done based on the needs of the audience and the intent of the design.

33. !!!!!Attention!!!!! Engineers and Engineering Technologists Technical reports and presentations are not advertisements. –The audience: Is looking for information. Does not want to waste time. Does not need to be entertained.

34. –The message should be: Clear Concise To the point Well-organized

35. There should be a reason for every element placed on a design.