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Design & Delivery How will your project be read?

Design & Delivery How will your project be read?. 4 Principles of Graphic Design Typographical Suggestions Color Psychology. Suzanne Webb Michigan State University. WRA 150: Consider Literacy January 31, 2006. 4 Principles of Graphic Design. CRAP Contrast Repetition Alignment Proximity

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Design & Delivery How will your project be read?

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  1. Design & DeliveryHow will your project be read? 4 Principles of Graphic Design Typographical Suggestions Color Psychology

  2. Suzanne WebbMichigan State University WRA 150: Consider Literacy January 31, 2006

  3. 4 Principles of Graphic Design • CRAP • Contrast • Repetition • Alignment • Proximity • According to The Non-Designer’s Web Book By: Robin Williams and John Tollett

  4. CONTRAST • Use Opposite Colors • Black type on a white background • White type on a black background • Who’s your audience? Aging eyes? • Big Type Little Type • Vary the Weight • Bold / Regular / Italics / Bold Italic

  5. REPETITION • Repeating Elements • Colors • Art (logos, pictures) • Font • Layout • Navigation

  6. ALIGNMENT • Flush Left • Flush Right • Centered • Justified • Pick one alignment and stick with it!

  7. PROXIMITY • Grouping Elements • Headlines close to their body copy • Captions close to their pictures • 3-5 Groupings per page • Give it The Squint Test

  8. CRAP • Contrast • Repetition • Alignment • Proximity

  9. Typography

  10. Typography • 6 Categories of Type • Promotes a “feeling” / Sets the “tone” • Type Size (10-14 point) • Upper Case / Lower Case • A brief history…

  11. 6 Kinds of Fonts • Oldstyle • Modern • Slab Serif • San Serif • Script • Decorative

  12. Font Choices Convey Meaning Marilyn Monroe Marilyn Monroe Marilyn Monroe Marilyn Monroe Marilyn Monroe

  13. Oldstyle • Goudy Oldstyle • Goudy Oldstyle Bold • Diagonal Stress • Old-Timey • Slanted Serifs • Classy

  14. Modern • Modern No. 20 • Modern No. 20 Bold • Dramatic Thick/Thin Transitions • Horizontal Serifs • Invented for Advertising • Never Good for Lots of Text

  15. Sans Serif • Tahoma • Tahoma Bold • Sans = French for “without” • Good for Extended Bodies of Text • Easy to Read

  16. Slab Serif • Clarendon Black • Clarendon Black Bold • Thick, Flat Serifs • Headlines, Special Applications • Not for Extended Text • Maybe Children’s Books(?)

  17. Scripts • French Script • Blackaddar • Brush Script • Use for formal invitations and not much else. Ever. Never set in all caps. • Please: Use sparingly.

  18. Bees Knees Papyrus Gigi Harlow Andy Jokerman Matisse Balloon Decorative

  19. Decorative • Sets a tone • Fun! • Difficult to Read • Use Sparingly • Does the user’s machine even have this weird font loaded? • Set as a graphic

  20. Serif (plain-old serif) • Times Roman • Times New Roman Bold • Serifs guide the eyes • Excellent for extended bodies of text • Widely Accepted / Boring(?) • Use for Resumes / Scanable • On all Machines • Works “Cross-platform”

  21. Type Sizes • Varying Sizes Adds Contrast • Establishes a Hierarchy • Consistency is Key • For Print: 10-12 point • On Screen: ? (who’s your audience)

  22. Type Sizes BIG TYPE --LITTLE TYPE-- Great for adding contrast!

  23. Color Psychology • http://www.sheriftariq.org/design/images/color/color_wheel.gif

  24. Color Psychology • Do colors mean something? • WARNING! • JEALOUSY • TRUST • What about in other cultures?

  25. Color Psychology • Yellow • In Egypt and Burma, yellow signifies mourning. • In Spain, executioners once wore yellow. • In India, yellow is the symbol for a merchant or farmer. • In tenth-century France, the doors of traitors and criminals were painted yellow. • Hindus in India wear yellow to celebrate the festival of spring. • If someone is said to have a “yellow streak,” that person is considered a coward.

  26. Color Psychology • In Japan during the War of Dynasty in 1357, each warrior wore a yellow chrysanthemum as a pledge of courage. • A yellow ribbon is a sign of support for soldiers at the front. • Yellow is a symbol of jealousy and deceit. • In the Middle Ages, actors portraying the dead in a play wore yellow. • To holistic healers, yellow is the color of peace. • Yellow has good visibility and is often used as a color of warning. It is also a symbol for quarantine, an area marked off because of danger. • “Yellow journalism” refers to irresponsible and alarmist reporting.

  27. Color Psychology • Think about baby nurseries… • Primary Colors? • Pastels? • Black and White and Red? • Trends change and people tend to decorate nurseries with colors that supposedly stimulate their babies’ intelligence!

  28. Color Psychology • Think about trends… • In Decorating • In Signage • In Packaging

  29. Color Psychology • Think about… • Warm and Cool Colors • Sweaters were worn in a light blue room; the secretaries were cold. The owners painted the room a warm peach, never touched the thermostat; the sweaters came off! • It’s about Perception!

  30. Color Psychology • Sources on the web… • http://www.infoplease.com/spot/colors1.html • http://www.pantone.com/products/products.asp?idArticle=112&idArea=16

  31. How will your project be read? 4 Principles of Graphic Design Typographical Suggestions Color Psychology

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