Visual Communications The Principles of Design If it

Visual Communications The Principles of Design

"If it doesn't sell, it isn't creative. " ‑ David Ogilvy

Principles of Design n Balance n Proportion n Sequence n Unity n Emphasis

Balance

Proportion

Sequence

Unity

Emphasis

Typography n Type effects n Type styles n Type sizes n Type and color n Capitalization n Emphasis n Justification

Type effects n Type is personality on paper – Silly or serious, casual or formal, staid or stylish, old-fashioned or modern n Type is image – Is recognized, part of the integrated look n Type is power – Has an effect, even if you don’t notice it n Type is communication – Will your message be read or not?

Type effects: Speed Demon Speed Demon

Times New Roman Garamond Century Eras Arial Haettenschweiler Rockwell Courier New Bookman Brush Script Bradley Hand Script Viner Hand Matisse Bees Knees Curlz Snap

Text can be altered for emphasis n. Regular n. Bold n. Italics n. Both

Type sizes n Measured in points – 72 points per inch n Body text is generally 10– 12 points n Subheads generally 14– 18 points n Headings 24– 72 points, or larger for special effects.

All caps vs. upper/lower case THE LATEST VERSION OF THE SOFTWARE WILL BE DISTRIBUTED TO BETA TESTERS AT THE END OF The latest version of the software will be distributed to beta testers at the end of the summer. We hope to receive their

Two thoughts about type… n Type is on the page to serve the text. It should make the words easy to read and provide a suitable background. Type should not overpower the text. n There are no good and bad typefaces, there appropriate and inappropriate typefaces. Think about your reader and the feeling you want to convey, then choose a typeface that fits.