Design concepts

Design ConceptsDesign ConceptsDesign ConceptsDesign Concepts

Design ConceptsDesign Concepts
 Good design relies on theGood design relies on the
specific project:specific project:
 Purpose of the projectPurpose of the project
 Relative priority of each partRelative priority of each part

Consider…Consider…
 AudienceAudience
 Basic messageBasic message
 Best or intended formatBest or intended format
 Similarity to competitorsSimilarity to competitors
 Relationship to my otherRelationship to my other
communicationscommunications

PlanningPlanning
 Use pencil and paper firstUse pencil and paper first

AnalyzeAnalyze
 Find out what appeals to youFind out what appeals to you
 Analyze it according to designAnalyze it according to design
principlesprinciples
 Find out what annoys youFind out what annoys you
 Dissect and identify what does notDissect and identify what does not
workwork

Clip FileClip File
 Collect all types of print mediaCollect all types of print media
that appeal to youthat appeal to you
 Continuously add itemsContinuously add items
 Choose based on specific designChoose based on specific design
elements, such as use of bleedselements, such as use of bleeds
or color.or color.
 Use examples as inspirationUse examples as inspiration

Qualities of printedQualities of printed
documentsdocuments
 RelevanceRelevance
 ProportionProportion
 DirectionDirection
 ConsistencyConsistency
 ContrastContrast
 The “total picture”The “total picture”
 RestraintRestraint
 Attention to detailAttention to detail

RelevanceRelevance
 Each element helps the readerEach element helps the reader
“get the message”“get the message”
 Watch out for software bells andWatch out for software bells and
whistles—whistles—
 ClarityClarity
 OrganizationOrganization
 SimplicitySimplicity

ProportionProportion
 SizeSize doesdoes matter in dtpmatter in dtp
 Importance determines sizeImportance determines size
 Relative importance determinesRelative importance determines
size and spacesize and space
 Include white space and adjacentInclude white space and adjacent
elements when determining sizeelements when determining size
 Use the same concept whenUse the same concept when
choosing rule thicknesschoosing rule thickness
 Crop photos, resize to fit importanceCrop photos, resize to fit importance

DirectionDirection
 Guide the reader’s eye logicallyGuide the reader’s eye logically
through your publication…through your publication…

ConsistencyConsistency
 Be consistent from page to pageBe consistent from page to page
 Text – typeface, size, subheads…Text – typeface, size, subheads…
 Paragraph indents, white spaceParagraph indents, white space
between columns, marginsbetween columns, margins
 Graphic elements –borders, lines,Graphic elements –borders, lines,
columnscolumns

ContrastContrast
 Compare dark areas and lighterCompare dark areas and lighter
areasareas
 Higher impact – more contrastHigher impact – more contrast
 Definite light and dark areasDefinite light and dark areas
 Lots of white space and illustrationsLots of white space and illustrations
 Text-rich – low in contrastText-rich – low in contrast
 Formal reportsFormal reports
 Press releasesPress releases

The “total picture”The “total picture”
 Consider delivery environmentConsider delivery environment
 News ad surrounded byNews ad surrounded by
stories/articles and other adsstories/articles and other ads
 Brochure on rack or tableBrochure on rack or table
 Flyer sitting in the mailboxFlyer sitting in the mailbox

RestraintRestraint
 Strive for simplicityStrive for simplicity
 Too much gimmickry looksToo much gimmickry looks
clutteredcluttered
 Everything emphasized is nothingEverything emphasized is nothing
standing outstanding out
 Choose typefaces, styles, andChoose typefaces, styles, and
sizes to fit the message—keep tosizes to fit the message—keep to
a fewa few

Attention to DetailAttention to Detail
 One offending detail ruins theOne offending detail ruins the
appearance – and effectivenessappearance – and effectiveness
 Rivers of white space within largeRivers of white space within large
blocks of textblocks of text
 Widows and OrphansWidows and Orphans
 Proofreading spelling andProofreading spelling and
grammargrammar

Other Common PitfallsOther Common Pitfalls
 Trapped white spaceTrapped white space
 Too small column guttersToo small column gutters
 Headlines too smallHeadlines too small
 Borders too close to textBorders too close to text
 Jumping HorizonsJumping Horizons
 Too much detail on chartsToo much detail on charts
 Isolated heads, subheadsIsolated heads, subheads

More PitfallsMore Pitfalls
 Floating subheadsFloating subheads
 Overused boxes and rulesOverused boxes and rules
 Unusually shaped text blocksUnusually shaped text blocks
 Too little contrast between typefacesToo little contrast between typefaces
 Overuse of rotated typeOveruse of rotated type
 UnderliningUnderlining
 Unequal spacingUnequal spacing
 Too much grayToo much gray

Still more PitfallsStill more Pitfalls
 Too many hyphensToo many hyphens
 Cramped logos/addressesCramped logos/addresses
 Visuals too similarVisuals too similar
 Too many typefacesToo many typefaces
 Misaligned elements across pagesMisaligned elements across pages
 Overuse of special effects, gimmicksOveruse of special effects, gimmicks
 ShoehorningShoehorning

Design concepts

More Related Content

Viewers also liked (20)

Similar to Design concepts (20)

More from Marrie Angela Santiago (12)

Recently uploaded (20)

Design concepts

Editor's Notes