Design Tips Material Based on The NonDesigners Design
Design Tips Material Based on: The Non-Designer’s Design Book by Robin Williams
Four Basic Design Principles Contrast l Repetition l Alignment l Proximity l
Contrast Principle l l Purpose of contrast is to create an interest on the page and to aid in organization of the information If 2 items are not exactly the same, then make them different. Really different. Don’t be a wimp! Add contrast through typeface, line thicknesses, colors, shapes, space, etc.
Repetition Principle l l l Purpose of repetition is to unify and to add visual interest Repeat some aspect of the design throughout the entire piece Repetition is an accent to make the piece more interesting to read
Alignment Principle l l l Purpose of alignment is to unify and organize Every item should have a visual connection with something else on the page Tip: Usually avoid more than 1 text alignment on the page
Proximity Principle l l Purpose of proximity is to organize Group related items together Related items become ONE visual unit rather than several SEPARATE units No more than 3 to 5 items on the page
Tips on Designing Flyers l l Create a focal point – make it strong Use subheads that contrast Repetition – try pulling some aspect of the headline font into the text Choose one alignment
Using Type for Design l Concordant – l Conflicting – l One type family; harmonious - sometimes boring Different typefaces, but similar in size, weight, etc. – can be disturbing Contrasting – Distinct typefaces and elements – visually appealing and exciting
Contrast “If you have trouble seeing what is wrong with a combination of typefaces, don’t look for what is different between the faces – look for what is similar. It is the similarities that are causing the problem. ” Williams, p. 130.
Categories of Type l l l Oldstyle Modern Slab serif San serif Script Decorative
Ways to Contrast Type l l l Size Weight Structure Form Direction Color
Size to Achieve Contrast l l Big type versus little type Don’t be a wimp Make it obvious – don’t let people think it’s a mistake Don’t use all caps – not as readable
Weight to Achieve Contrast l l Refers to thickness of the strokes Don’t be a wimp – – – Franklin Gothic Book Franklin Gothic Demi Condensed Franklin Gothic Demi Franklin Gothic Medium
Structure to Achieve Contrast l l l Refers to how typeface is built Usually do not put two typefaces from the same category on the same page Example: – Using 2 decorative typefaces would be disturbing
Form to Achieve Contrast l l l Refers to letter shape Caps versus lowercase Roman versus italic
Direction to Achieve Contrast Re-direction of type Refers to slant of the type creates a dramatic impact l
Color to Achieve Contrast l l Warm colors (reds, oranges) come forward and command attention Cool colors (blues, greens) recede from our eyes Need just a little red, but need more of a cool color to create an effective contrast Black text also can have ‘color’
The Design Process l l l Start with the focal point Group your information (proximity) Create and maintain strong alignments Create a repetition Use strong contrasts to attract the reader’s eye
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