Transcript Graphic Design

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Graphic Design
Graphic Design
• Audience Analysis
– Who is the audience?
– What are their demographics?
– Where are they located?
– How long do they have to read the message?
– What is their anticipated level of interest?
– Trends?
Demographics
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Age
Sex
Social status
Religion
Education level
Economic level
Interests
Location
• Where are they in reference to the
Message? – Distance
• Where are they? – Describe Location
Time
• How long do they have to read the
message?
• What is in competition with the
message for reading time?
Interest
• How interested is the audience in
the subject of the message?
• What do they like or dislike?
• What interest can be exploited to get
the audience to read the message?
Human factors
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Values
Beliefs
Attitudes
Character
Temperament
Outlook
Perspectives
Effective Graphic Design
• Incorporates Message Analysis
Message Content - concise but complete
Size and Shape - how the message is to be delivered
Readability – typography
Needs the Audience - understands demographics
Use of proven Design Principles and Elements
• How do you get the target audience, or the
prospective consumer’s attention?
• How do you encourage the desired
response?
Message Content
Supply all of the information expected
• Many ads only display the essential information
but indicate where the rest of the details can be
obtained. i.e. Dealership location and phone
number.
• Textbooks have all or most of the information on
a subject area depending on what grade level
the book is intended.
Understand the format and know what is expected.
Size and Shape
• The size and shape of the design are a
function of all the items included in the
audience analysis.
• The design must be the appropriate size to
get the job done.
Readability/Typography
• Style of type, font
• Size of type, point
• Font enhancements,
– underline, shadow, word art
• White space
• Line length and justification
• Color of the text and
color of the text background
• Page layout
Style of Type
• Fonts – There are seven different font groupings, each
with their own intended purpose.
Old Style
Sans Serif
Modern
Square Serif
Occasional
used in the body of text where legibility is
important.
used for display, headlines, and captions.
much like old style in purpose but has
higher contrast on the lettering strokes.
used for display, headlines, and short
blocks of text.
for special effects, and should be used
sparingly.
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Text
Cursive
used for special occasions like wedding
invitations.
used for special effects.
Type Nomenclature
Ascender
Ascender Line
Thy
Thick
Waist Line
Fillet
Base Line
Descender Line
Serif
Thin
Descender
Font
Size
Old Style Type
Old Style typefaces have slight differences
between the thick and thin strokes,
rounded serifs and fillets. These features
allow for an eye pleasing amount of white
space thus making the fonts easier to read
and good for blocks of text.
Garamond
Goudy Old Style
Century
Modern Type
Modern Type is very similar to old
style. The major difference is there is a
much larger contrast between the thick
and thin strokes. Modern is light and
airy, it is considered a stylish type, and it
is very readable in a block of type.
Bodoni
Times New Roman
Century Schoolbook
San Serif Types
San Serif Types San means without. San serif
types have no serifs. There is little or no difference
in the thickness of any of the strokes of the letters.
Their primary use has traditionally been for
headlines and captions. But these typefaces have
gained popularity for their use in blocks of type.
The lack of serifs allows the letter to be closer
together allowing more words to be on the page.
The readability is decreased but the cost is
reduced.
Arial
Franklin Gothic
Lucinda Sans
Square Serif Types
Square Serif Types have square serifs and
even stroke width. The common uses for
the seldom used square serif types are for
display, head lines, and occasionally for a
short block of text.
Rockwel
l
Occasional Types
Occasional types are used for special effect and create high
contrast but should be used very sparingly. These types should
never be used to set a block of text.
Chiller
Algerian
Playbill
Broadway
Stencil
Text Types
Text Type and Old English are very difficult to read
and are reserved for formal events such as weddings.
Due to the ornate nature of the capitol letters, text type
should NEVER BE SET IN ALL CAPS.
GothicE
Cursive Types
Cursive Types are also occasional types and should be used
for special effect. They have the ability to show style and
class when used in advertising. They can be hard to read and
should not be set in all capitol letters.
Commercial Script
White Space
White space can add or detract from the
readability of a design depending on how
much is used. Too little and the design is
cramped.
Too much and the design is disjointed and
unorganized which makes finding what
information goes together difficult.
Line Length
A long line length with small font size allows for a lot of words to be placed on a page which saves
money but makes the information very hard to read. It is for that very reason that contracts use
this format. It is hard to stay on the correct line because readers have to reposition their eyes
several times as they read down the length of the line.
A short
line length
with a
large font
size results
in exactly
the
opposite
situation.
Audience
Fully understanding the audience allows the
designer to select the appropriate design
elements and principles to deliver the
information.
Color
Color can add or detract
from a design by making
it easy or hard to read.
Color can add or detract
from a design by making
it easy or hard to read.
High School Play Poster
Unity- All but the title are in
the same font.
Emphasis- Art work and a
contrasting font are used for
the title.
Rhythm-The diagonal
placement helps the reader’s
eye move down the page.
•This has a
good use of
emphasis and
rhythm.
• The viewer is
drawn in.
But
•The use of
three fonts
lacks unity
and the font
gets lost in the
background.
Additional Design Sources
• Templates
– Most software for print documents has
templates which are designed by professional
designers. They are well done, BUT they do
not take the user off the hook.
– Selecting the appropriate format still must be
done based on the needs of the audience and
the intent of the design.
!!!!!Attention!!!!!
Engineers and Engineering Technologists
• Technical reports and presentations are
not advertisements.
– The audience:
• Is looking for information.
• Does not want to waste time.
• Does not need to be entertained.
– The message should be:
• Clear
• Concise
• To the point
• Well-organized
There should be a reason for every
element placed on a design.