VCD 357 Marketing Communication
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Transcript VCD 357 Marketing Communication
JRN 302: Introduction to Graphics
and Visual Communication
- Proximity, tri-fold brochure
Thursday, 7/24/14
Class Objectives
Lecture
Design Principle: Proximity
Project Discussion: Trifold brochure
Homework assignments
Read Chapter 2
Suggestion: Start on your brochure
Design Principle of Proximity
Position related/similar items together
Make them appear as a cohesive group
rather than fighting for individual attention
Implies closeness or relationship of items
Also allows for easier understanding of
items
Think of a menu- all appetizers are in one
area, all entrees in another
Is yet another way for a designer to control
where the eye goes and the stopping and
starting of the reading
Proximity and Novice Designers
Very often, novice designers try to fill up
the entire space of a design
When pieces of a design are scattered all
over, the page appears unorganized and
the information may not be instantly
accessible to the viewer.
Do not fear white space created by moving
elements because of using proximity.
Proximity
Can achieve proximity by physically moving elements
closer to each other
Quick test is to squint at design and look for chunks of
visual data
Make it without a doubt that elements go together
Esp. if your audience is quickly looking at design
Example of use of proximity
Ask yourself these ?s for
each…
Where do you first look?
Where do you look next?
How do your eyes travel
around the design?
How fast can you access
information?
Example 2
Top design definitely has
everything together…
But proximity is more than just
placing all elements near each
other; try to have an reason
why groupings occur
Bottom design, 3 readings
being close together show they
are connected
While bottom information is
further away
Proximity
Answers the “who”,
“what”, “when”,
“where” questions
quickly
You don’t lose the
viewer because
they just give up
Clear
communication of
message is better
than amateur design
Proximity and Your Project
Look at examples in your book of what
information should go together
Again, do not fill up a design/page just
because there is the space
White space is a good thing
Why design a trifold brochure?
http://nine3nine.com/print-trifold-brochure-design-2/
http://creatingimpressions.files.wordpress.com/2012/10/
hobbymaster-trifold-brochure-01-01.jpg
http://www.chuckthomas.com/rrock/rrads.htm
http://www.visiblelogic.com/blog/2011/02/6-tips-for-trifold-brochure-design/
They fit into
Envelopes
Display racks
Who uses it
Sales people
Trade show exhibitors
want something that can
be handed out to
prospects.
Consumers request
printed information about
products and services.
Part 2A: Trifold Brochure
Elements you need in your design
Your logo
Photographs and/or illustrations (again, has to
be 300 ppi)
Have to be original/taken by you or downloaded
off of sxc.hu (and then turned to TIFFS)
Resizing and resampling homework should have
prepared you to make 300 ppi images now
Part 2A: Trifold Brochure
Elements you need in your design
Copy/text
You have to write all of this content by yourself
Be sure to proof for grammar and spelling
This is where people get the most points off in
spelling/grammar for part 2 (10 points possible
out of 100)
This brochure should help achieve your goal
(which you wrote way back in your company
write-up.)
Color printout from lab computer (which
means bleeds won’t print), taped/ glued/
printed 2-sided (not stapled or not assembled)
Trifold Brochure Design
1. Front cover provides enough content to
get the reader to open the piece and read
more
Not a lot on the front in terms of text and
images because space is limited yet you
don’t want too much clutter
Include logo, company name, a tag line/slogan
Can also include a short amount of text (almost
like a title to the brochure)
Can also include an image
Trifold Brochure Design
2. Back cover is least likely to be read
Definitely include all contact information
May also include a map (we’ll demo)
May also include a color or image
May be set up to be mailed
Trifold Brochure Design
3. Front inside panel is very important.
State the reasons why the product or service
that is being promoted is the best and the
most suitable for clients.
May also want to include some contact
information (tel, website) here
May want to summarize best point from 3 panel
spread (so design this panel last)
It’s ok if it’s redundant.
May want to include testimonials.
Trifold Brochure Design
4. Inside 3 panel spread
Detailed description of the different activities,
products and services of the company.
Weakest design is center aligning everything
into 3 columns
Use different
text and photo
alignment,
kerning, leading
Spread an image or text over multiple panels
Suggestions
Avoid inside of brochure = 3 columns
centered on all
Can do 2 columns (one very large, one wide
panel)
Can do 3 columns with various alignments
Try to have the look be consistent from panel
to panel
Body copy on inside panel will be no more
than 10-12 points
Other things
Don’t use more than 3 typefaces
Images placed need to be flattened TIFFs or
transparent TIFFs
Must have coherence between the inside and
the outside panels
May have the same graphic elements, color,
text on all panels
Try to vary these elements slightly to avoid
monotony.
Other things
This is the most important and viewed the
heaviest for the design portion of p2 grade.
Don’t procrastinate this
Don’t give 24 point typeface and consider it
done = incomplete
Don’t leave too much empty space (as
opposed to white space) = incomplete
It is up to you to find good examples of trifold
brochures.
Printing 2-sided on lab printers
You can either print 2 pages and tape (not
staple) or glue them together
Or you can try to print one 2-sided printout
Note that you may need help from the lab
attendant to do this
Or, you will have to do this by trial and error on
your own
Just make sure one side (interior or exterior)
has folds that line up
Brochure Templates
Can use templates instead of measuring
where to fold
Types of trifold brochures
C fold (most common)
Two ways to fold it
(determines where your cover is)
2 long panels, one shorter
Z fold
All panels are same size
Remember, the lab printer does not print all the
way to the edge
So you don’t receive points off for this!
Can use these templates for C-fold only
Copy these two files to your drive/area where you
are saving files… may need to add .tif to name
8.5x11_trifold_in.tif (more important)
8.5x11_trifold_out.tif
Create an InDesign file with 2 pages
<File <Place
Create a second layer (so you can turn the
visibility OFF/ON the template layer)
Be sure to hide this layer when you print
Suggestion is to use very light, thin tick mark fold
lines at top and bottom of 2 folds on inside
spread