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Design

Design. elements and language. Function Style Layout (grid) Color Font Material Effects. The Basics. Who is your audience?. Form follows FUNCTION. Who is your audience? What is your purpose?. Form follows FUNCTION. Who is your audience? What is your purpose?

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Design

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  1. Design elements and language

  2. Function • Style • Layout (grid) • Color • Font • Material • Effects The Basics.

  3. Who is your audience? Form follows FUNCTION.

  4. Who is your audience? • What is your purpose? Form follows FUNCTION.

  5. Who is your audience? • What is your purpose? • How will it be used or viewed? Form follows FUNCTION.

  6. Derives from function. Style.

  7. Derives from function. • Should be consistent with the style of your work. Style.

  8. Derives from function. • Should be consistent with the style of your work. • Should not compete with your work. Style.

  9. Derives from function. • Should be consistent with the style of your work. • Should not compete with your work. • Each piece should be consistent with the others. Style.

  10. Align elements to a GRID. Layout.

  11. Align elements to a GRID. • Do not fear white space. It is your friend. Layout.

  12. Align elements to a GRID. • Do not fear white space. It is your friend. • Use your art composition skills to judge balance, rhythm, harmony. Layout.

  13. Limit your palette. Color.

  14. Limit your palette. • Choose a palette that is consistent with your style. Color.

  15. Limit your palette. • Choose a palette that is consistent with your style. • Don’t compete with your work – enhance it. Color.

  16. Choose fonts that are consistent with your style, and don’t compete with your artwork. Font.

  17. Choose fonts that are consistent with your style, and don’t compete with your artwork. • (are you seeing a pattern here?) Font.

  18. Choose fonts that are consistent with your style, and don’t compete with your artwork. • Limit the number of fonts you use (1 or 2). Font.

  19. Choose fonts that are consistent with your style, and don’t compete with your artwork. • Limit the number of fonts you use (1 or 2). • 1 font for display text, 1 for blocks of text. Font.

  20. Headings • Your name • Initial caps • Can be bolder, more unique. • Can contrast or harmonize with block text font. Display fonts.

  21. Must be highly readable at a small size. • Serif fonts more readable. • No smaller than 11pt. • Sufficient color contrast with background. Block text fonts.

  22. Comic Sans. • Helvetica. • Arial. • Brush Script. • Any fake handwriting. • Papyrus. • … Google “bad fonts” if you’re in doubt. Bad fonts. Bad.

  23. Weight. • Thick, thin, opaque, transparent. • Folds, die-cuts can be affected by paper weight. • Heavier paper generally feels like better quality. Materials.

  24. Weight. • Color. • Sufficient contrast with text. • Many varieties of white. • Pastel papers may look tacky. Materials.

  25. Weight. • Color. • Texture. • Matte/gloss • Smooth/rough • Linen • Laid Materials.

  26. Weight. • Color. • Texture. • Fiber Content. • Cotton/linen/silk • Recycled • Plastic • Durability? Quality? Materials.

  27. Die-cut. • Bleed. • Spot varnish. Print effects.

  28. Remember: form follows function! • Don’t use cool effects just because they’re cool. • Awesome today may be outdated in a year. • Test on multiple devices. Web effects.

  29. Design elements and language

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