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Graphic Design: An Overview for Effective C ommunication

Graphic Design: An Overview for Effective C ommunication. Agenda. Content is Key Graphic Design Basics Know your Audience Layout, Typefaces, Body Copy Photos and Images Color. Importance of Good Design. Visual presentation is a critical aspect of effective communication

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Graphic Design: An Overview for Effective C ommunication

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  1. Graphic Design:An Overview for Effective Communication

  2. Agenda • Content is Key • Graphic Design Basics • Know your Audience • Layout, Typefaces, Body Copy • Photos and Images • Color

  3. Importance of Good Design • Visual presentation is a critical aspect of effective communication • Well-organized visuals add meaning and substance to your message • Basic rules of good design apply to print and electronic formats

  4. Content is Key • Know your audience • Who is your audience and what do they want to know? • What do YOU want the audience to know? • ID Purpose of publication • How long will the information be accurate? • How much space do you have?

  5. Graphic Design Basics #1Know your Audience • Know your audience • Readers over age 40 could benefit from larger font size, 12 or 14 pt • Consider your audience • Reading skills should influence design • Keep layout simple and uncomplicated

  6. Graphic Design Basics #2aLayout: Flow and Focus • Keep Layout Simple and Consistent • Provide space between different ideas/topics for clear separation • Flow and Focus • Use “Z” pattern for placement of important information: start in upper-left, across right, then back to the left while moving down.

  7. Graphic Design Basics #2bLayout: Use Design Grids • Organizing Pages • Use Design Grids: A series of horizontal & vertical lines that evenly divide a page

  8. Graphic Design Basics #2cLayout: White/Negative Space • Organizing Pages • White / Negative Space: Gives “breathing room” for brain to absorb material • Use ¼” white space between columns of text • Use ¼” more white space at the bottom of a page

  9. Period Space Invaders!

  10. Graphic Design Basics #2dLayout: Organizing Text • Grab attention with short, clever headlines of 5-8 words for ideal results • Use sub-heads, block quotes and pullout quotes to break up large chunks of information

  11. Graphic Design Basics #2eLayout: Typography • Font: set of characters in particular size and style of type • Typeface: contains a series of fonts • Serif: traditional look typeface with little “feet” • Sans serif: no “feet” contemporary look • Decorative: everything else, script and display typefaces

  12. Graphic Design Basics #2eLayout: Typography • Alignment • Flush left (left-aligned) • Flush right (right-aligned) • Centered • Justified (full-justified) left and right margins are parallel, more formal style

  13. Graphic Design Basics Tips for Typefaces & Body Copy • Don’t use more than two typefaces • Don’t use all capital letters for body copy • Use 12 pt size as a minimum • Avoid widows and orphans • Always check spelling and grammar • Have someone else proof your materials

  14. Controversial Font: Comic Sans

  15. Graphic Design Basics Tips for Typefaces & Body Copy • SPECIAL: • Crab Imperial

  16. Graphic Design Basics Tips for Typefaces & Body Copy

  17. Graphic Design Basics #3Photos and Images: Resolution • Measuring Resolution • - Measured in dots per inch (dpi) • Electronic screen • - Typical screen (web) resolution is 72 dpi • Print • - Image files ideal is 300 dpi at 100% size

  18. Graphic Design Basics #3Photos and Images: Tips • Make sure image matches the copy • Faces looking at reader or towards copy • Don’t use too many or too few pictures • Add color for impact, but don’t use too much indiscriminately

  19. Graphic Design Basics #4Color: RGB • Red Green Blue: Creates color through the addition of light, used for electronic mediums

  20. Graphic Design Basics #4Color: CMYK • 4-Color Process: Cyan Magenta Yellow blacK, industry standard used for print

  21. Graphic Design Basics #4Color: PMS • Spot Color / PMS: Pantone Matching System, used to print an exact color match

  22. Graphic Design Basics #4Color: Properties • Black and white are neutrals • Colors are classified as warm or cool • Warm colors appear larger and closer • Most colors carry emotional meanings

  23. Graphic Design Basics #4Color: Contrast • Adds visual interest • Emphasize type or graphics • Helps show separation • Paper color affects the color of the ink

  24. ACTIVITY: What Would You Do? • Each table receives a newsletter • Mark the things you like and the things you think should be changed/updated • Report out to the group

  25. Always remember that … Great design and great content will make a great product!

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