Grokkin’ Design
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The document provides an overview of design principles including branding and identity, typography, layout, and color basics. It discusses how brands evolve over time and the key elements of branding including vision, experience, keywords, and emotional response. Typography principles covered include core web fonts, line length, and vertical rhythm. Layout concepts explained are using grids, the rule of thirds, baseline grids, and composition. The color section outlines the color wheel, tints, shades, tones, and using color moods. Throughout, examples are given and the document emphasizes balance, composition, and testing design work.
Grokkin’ Design
- 1. GROKKIN’ DESIGN Jon Tan
- 2. A kid on a plane (A bit about me) Used to have hair Creative Director at http://omniti.com/ Blogs at http://jontangerine.com/ Responds via @jontangerine Likes Toblerone
- 3. Design is: ‣ Brand and identity 80% Science, 20% Art ‣ Typography and layout Condensed into three sections… ‣ Colour
- 4. “People think it’s this veneer — that the designers are handed this box and told, ‘Make it look good!’ That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.” . — Steve Jobs, 2003
- 6. Brand evolution International Time Recording Co. (1889) and the Computing Scale Co. (1891) became the Computing-Tabulating-Recording Co. in 1914 and then International Business Machines in 1924.
- 7. …and fina&y… International Business Machines as an acronym emerged in 1947, changed again in 1956. It evolved into the current IBM logotype in 1972.
- 8. Nikon Some use pure type as a logomark.
- 9. Coca-Cola Some use custom type as a logomark.
- 10. Nike Some combine type and an icon into a single graphic symbol.
- 11. Sony Vaio Can some be both a logomark and logotype?
- 12. Brand is more than just a pretty logo…
- 13. …it’s the experience that surrounds it.
- 14. Branding: basic guide ‣ Vision ‣ Brand equity is user experience ‣ Keywords ‣ Emotional response ‣ Typeface ‣ Colour ‣ Test in context
- 15. TYPOGRAPHY
- 16. Is typography important? Bruce Lawson’s spoof Zen Garden entry may give us a clue.
- 17. The Raster Wars Different operating systems. Different browsers. Different result. Affe)s: Measure (line length) which can cause extra lines to be created as text wraps. Test, test, test again. http://tr.im/rasterwars
- 18. Core web fonts ‣ Andale Mono by Steve Matteson ‣ Arial by Robin Nicholas and Patricia Saunders ‣ Arial Black by Robin Nicholas and Patricia Saunders ‣ Comic Sans MS by Vincent Connare ‣ Courier New by Adrian Frutiger and Howard Kettler ‣ Georgia by Matthew Carter ‣ Impact by Geoffrey Lee ‣ Times New Roman by Stanley Morison with Starling Burgess and Victor Lardent ‣ Trebuchet MS by Vincent Connare ‣ Verdana by Matthew Carter http://tr.im/testwebfonts
- 19. LAYOUT BASICS
- 20. One grid to rule them a& Wem Crouwel’s 1968 Vormgevers poster for the Stedelik Museum, Amsterdam. Wem Crouwel used this grid for every piece of work he did.
- 21. “I did it my way!” Grids for the Web. (Props to Sinatra for the tangerine skin.)
- 22. Exact golden ratio. Round up values. Add gutters and margins. Adjust to suit.
- 23. Rule of thirds (my version). Round up if you wish. Add gutters and margins.
- 24. Compare this (A) with…
- 25. …this (B). Which is better?
- 26. 1. Two columns. Approximate golden ratio split.
- 27. 2. Basic body text and leading (line height).
- 28. 3. One lead equals the line height of the body text. It is also the same as the distance between baselines.
- 29. 4. One lead is the grid! Known as a ‘baseline grid’.
- 30. 5. Head and lead, multiplied!
- 31. 6. Headings and hierarchy
- 33. 6. Scale and Fibonacci numbers
- 34. 7. Result recap
- 35. 7. Result recap
- 36. Typography & layout summary ‣ Choose type to fit the content. ‣ Set type for legibility. ‣ Stack type with CSS based on availability: • font-family { '<preferred font>', '<system font>', '<core web font>', <generic>; } ‣ Test for rendering quality. ‣ Line height or ‘1 lead‘ defines the vertical rhythm. ‣ Use a grid. ‣ Try Fibonacci numbers. Compose to a scale. Aim for balance.
- 37. Balance and composition may take a bit of practice
- 38. COLOUR BASICS
- 39. Colour Wheel 12 colours: Primaries, secondaries, and tertiaries.
- 40. Colour Wheel Opposites attract…
- 41. Colour Wheel Opposites attract…
- 42. Colour Wheel Opposites attract…
- 43. Colour Wheel Opposites attract…
- 44. Colour Wheel Opposites attract…
- 45. Colour Wheel Opposites attract…
- 46. Colour Wheel Choose a primary color and either one or two compliments. One or more can be used as muted tones.
- 50. Vibrant colour Rich, evocative, energetic. http://lealea.net/
- 51. Minimal colour Simple. Peaceful. Clear. http://jontangerine.com/
- 52. There’s a colour for every mood.
- 53. “A*er a certain high level of technical ski& is achieved, science, and art tend to coalesce in æsthetics…and form.” — Albert Einstien, 1923
- 54. Thank you!
- 55. Credits & references ‣ Woman painting te wing: http://www.flickr.com/photos/library_of_congress/2178437377/ ‣ ‘Your logo here’ body: http://www.flickr.com/photos/jystewart/3393580386/ ‣ IBM iterations: http://www.zlok.net/blog/2009/01/13/ibm-logo-design-history/ ‣ ‘Freshly made’: http://www.flickr.com/photos/lwr/327003878/ ‣ Yee Haw Heidelberg Windmill Press: http://www.flickr.com/photos/tnboriqua/1176715935 ‣ Sinatra: http://www.flickr.com/photos/marcelonoah/2939542950 ‣ Copy used in examples from The God-Idea of the Ancients (or Sex in Religion) by Eliza Gamble: http://www.authorama.com/god-idea-of-the-ancients-1.html ‣ Color wheels adapted from: www.tigercolor.com/color-lab/color-wheel/color-wheels.htm ‣ Auto polo: http://www.flickr.com/photos/library_of_congress/2477626151/ ‣ Y-fronts worn by Vitruvian Man: model’s own.
Editor's Notes
- #2: Undergraduate design course in 40 minutes.
- #4: Mrs. Irma Lee McElroy, a former office worker, painting the American insignia on airplane wings at the naval Air Base, Corpus Christi, Texas. Her husband is a flight instructor . Dated 1942 August. http://www.flickr.com/photos/library_of_congress/2178437377/
- #5: Steve Paul Jobs - The Guts of a New Machine (30 November 2003) http://en.wikiquote.org/wiki/Steve_Jobs
- #6: http://www.flickr.com/photos/jystewart/3393580386/
- #7: Via Zlok branding and online strategy studio: http://www.zlok.net/blog/2009/01/13/ibm-logo-design-history/ International Time Recording Co. (1889) and the Computing Scale Co. (1891) became the Computing-Tabulating-Recording Co. in 1914 and then International Business Machines in 1924.
- #8: International Business Machines as an acronym emerged in 1947, changed again in 1956. It evolved into the current IBM logotype in 1972.
- #9: Since 1917. Some use pure type as a logomark.
- #10: Some use custom type as a logomark.
- #11: Some combine type and an icon into a single graphic symbol.
- #12: Can some be both a logomark and logotype?
- #13: Image: http://www.flickr.com/photos/lwr/327003878/
- #14: The Guitar Store, Commercial Road, Southampton, UK Image and notes: http://www.flickr.com/photos/glenscott/3263916059/
- #15: Start with vision. Think of your brand as a person. Remember that brand equity, or how a brand is regarded &#x2014; much like a person &#x2014; is defined by the quality of the interactions people have with it. Write down keywords that describe the personality of the brand. What&#x2019;s the emotional response you want to encourage in customers? Start in greyscale with the typeface; typefaces have resonance in the same way that color does. Apply color to enhance the resonance with want. Own the color. It&#x2019;s more than decoration. Test your ideas at different sizes on the screen. It may be that alternatives are required for smaller sizes at low resolution.
- #17: Heidelberg Windmill press at Yee Haw Industries, Knoxville, TN. http://www.yeehawindustries.com/
- #18: Why typography is important. CSS Zen Garden spoof by Bruce Lawson.
- #19: Core web fonts test suite (plus a couple of other combinations): http://jontangerine.com/silo/typography/web-fonts/
- #20: Download from http://sourceforge.net/projects/corefonts/files/ Does Webdings also count? They put us in the same position as small printers: limited number of typefaces. However, we have unlimited fonts of those faces.
- #25: Rule of thirds (my version). Round up if you wish. Add gutters and margins.
- #26: The basis of any layout is the humble paragraph. Examples: http://jontangerine.com/silo/typography/p/
- #27: Compare this (A) with&#x2026;
- #28: &#x2026;this (B). Which is better?
- #29: 1. Two columns. Approximate golden ratio split.
- #30: 2. Basic body text and leading (line height) equals &#x201C;1 lead&#x201D;. Legibility: &#x201C;Discernability: distinctness that makes perception easy.&#x201D; &#x201C;The quality of written language that makes it easy to read and understand&#x201D;
- #31: 3. The difference between baselines also equals one lead. One lead is the grid! Known as a &#x2018;baseline grid&#x2019; All values in the layout should relate to the one lead value. In this instance the margin between columns is 40px (1 lead &#xD7; 2).
- #32: 3. One lead is the grid! Known as a &#x2018;baseline grid&#x2019; All values in the layout should be multiple of 0.5 lead. In this instance the margin between columns is 40px (1 lead &#xD7; 2).
- #33: Example is 960px wide including gutters and margins.
- #34: Importance defined by size and position.
- #40: Auto polo: http://www.flickr.com/photos/library_of_congress/2477626151/
- #42: http://www.colourlovers.com/
- #50: Choose a primary from tints&#x2026;
- #51: &#x2026;or choose a primary from shades&#x2026;
- #52: &#x2026;or tones.
- #53: So whether you go with something vibrant&#x2026;
- #54: &#x2026;or something simple&#x2026;
- #55: &#x2026;there&#x2019;s a palette for every mood, and every message. http://en.wikipedia.org/wiki/Golden_ratio http://www.sitepoint.com/article/principles-beautiful-web-design/3/ http://webtypography.net/Rhythm_and_Proportion/Vertical_Motion/2.2.2/