by Richard Randolph

Based on The Non-Designers Design Book by Robin Williams

Graphic Design Principles for Non-Designers

At the end of this workshop, the Participant will be able to:

1.   Design an effective layout using the principles of Proximity, Alignment, Repetition and Contrast.

2.   Select a font appropriate to the piece.

3.   Prepare a finished document.

This workshop will last approximately an hour and a half.

This Workshop is based on:

}  Principles of Design ◦  Proximity

◦  Alignment

◦  Repetition ◦  Contrast

}  The World of Fonts

}  The Finished Product

Transactions occur because of two reasons:

1.   Logic – all the reasons including rational, content, function, capability, capacity, etc.

2.   Emotion – all the feelings, reactions, likes and dislikes, instincts, etc.

To win a Customer, you must appeal to BOTH the logic and the emotion. Design, therefore, must include the logic and content PLUS the desired feelings and emotions you wish to convey to your Customers.

The problem: Nothing stands out Nothing is important

Great Graphics

Don Pixel

456 E. Central Orlando, FL 32123

407-123-4567

A common design / layout:

The solution: Group similar items together; separate them from other items.

Great Graphics Don Pixel

The card is now organized visually and intellectually.

456 E. Central Orlando, FL 32123

407-123-4567

The rationale:

When several items are in close proximity to each other, they become one visual unit rather than several separate units. This helps organize information, reduces clutter, and gives the reader a clear structure. The rule: Items relating to each other

should be grouped close together.

The problem: Simplistic layout is bland, common, and unimaginative

Great Graphics Don Pixel

456 E. Central Orlando, FL 32123

407-123-4567

This design needs some flair to suggest creativity and style.

The options: Great Graphics Don Pixel

456 E. Central Orlando, FL 32123

407-123-4567

Too plain and ordinary – reserve for formal documents

Great Graphics Don Pixel

456 E. Central Orlando, FL 32123 407-123-4567

Great Graphics Don Pixel

456 E. Central Orlando, FL 32123

407-123-4567

^ Align left

_  Align right

The solution:

Great Graphics Don Pixel

456 E. Central Orlando, FL 32123

407-123-4567

The right-side alignment gives order; adds sophistication

The rationale:

Every element on your page should have some visual connection with another element on the page.

Nothing should be placed on the page arbitrarily.

The rule:

Always find something else on the page to align with, even if the two objects are far away from each other.

Balance u Divide your “frame” into thirds, horizontally and vertically.

“Power” Points

Empty space is not “nothing” – it is a powerful “something” that gives the other elements their power.

Empty space has a purpose. It's part of the design and it helps the reader.

Empty space gives the design “air” to breathe. It's a resting place for your eye.

Empty space implies elegance and clarity.

Use white space to create pauses between different elements on the page.

AVOID

CLUTTER!

The problem: It doesn’t stand out; There’s no “brand identity”

Great Graphics Don Pixel

456 E. Central Orlando, FL 32123

407-123-4567

Let’s add some distinctive design elements…

The solution:

Great Graphics Don Pixel

456 E. Central Orlando, FL 32123

407-123-4567

The red i and vertical line add impact and uniqueness

The solution: Great Graphics

Don Pixel

456 E. Central Orlando, FL 32123

407-123-4567

456 E. Central Orlando, FL 32123

407-123-4567

Great Graphics

Great Graphics 456 E. Central

Orlando, FL 32123 407-123-4567

Repeat design elements across the entire message and all pieces of the message.

The rationale:

Repetition develops the organization and strengthens the unity of the piece.

You can repeat colors, sh∧pes, , fonts, sizes, spatial relationships, line thickness, graphic concepts The rule: Repeat visual elements of the

design throughout the piece.

The problem:

Great Graphics Don Pixel

456 E. Central Orlando, FL 32123

407-123-4567

Looks better, but we can still add emphasis to make it more memorable.

Five ways to create contrast

Size Shape Shade Color Proximity “…use just notable differences – visual elements that make a clear difference, but no more…”

~ Edward Tufte

The solution: Add a design element that contrasts with the rest of the piece

GREAT GRAPHICS Don Pixel

456 E. Central Orlando, FL 32123

407-123-4567

This will draw the eye to it and cause it to stand out

The rationale:

Contrast can be the most important visual attraction on a page – it guides the eye, and it’s what makes a reader look at the page in the first place.

Avoid elements on the page that are merely similar.

The rule:

If elements on your page are not the same, then make them very different.

Great Graphics

Don Pixel

456 E. Central Orlando, FL 32123

407-123-4567

Before

GREAT GRAPHICS Don Pixel

456 E. Central Orlando, FL 32123

407-123-4567

After

}  Proximity – Items relating to each other should be grouped close together.

}  Alignment – Always find something else on the page to align with, even if the two objects are far away from each other.

}  Repetition – Repeat visual elements of the design throughout the piece.

}  Contrast – If elements on your page are not the same, then make them very different.

Two major styles of type:

Serif Sans Serif

Difference: Ornamented

with “tic” marks

Plain, simple

When to use:

Body text / long

passages

Titles,

headlines, captions

Personality of fonts:

Georgia Formal, practical Times New Roman Professional, traditional

Courier! Plain, nerdy!

Arial Stable, conformist

Tahoma Young, plain Century Gothic Happy, elegant

Six basic categories of type:

Old style

Modern

Slab serif

Sans serif

Script!

Decorative

Your purpose is communication. The type should support the communication – it should never inhibit it!

Consistent – only one type family without much variety in size or weight. Keeps the page harmonious and quiet. (Boring?)

Conflicts – Combine typefaces that are similar in style, size, weight. The similarities are disturbing. (This should be avoided.)

Contrasts – Combining separate typefaces that are distinctly different from each other. Appropriate contrast is a good thing.

} Design for non-designers http://goo.gl/VFmJa

} Graphic Design for Non-Designers http://goo.gl/tXbfb

} The Non-Designer’s Design Book http://goo.gl/iN5MU

Richard Randolph randolph.richard@gmail.com