Prezentari
-
Upload
diana-codrean -
Category
Documents
-
view
214 -
download
0
Transcript of Prezentari
-
7/29/2019 Prezentari
1/44
20rules for making
good designHugo Barros Costa
-
7/29/2019 Prezentari
2/44
Rules
can be brokenbutnever ignoredDavid Jurytypographer and autor
-
7/29/2019 Prezentari
3/44
Have a concept.1If there is no message, no story, no idea, no narrative, its not graphic design.It doesnt matter how amazing the thing to look at; without a clear message, its an emptyalthough beautiful, shell.
-
7/29/2019 Prezentari
4/44
-
7/29/2019 Prezentari
5/44
Communicate .
dont decorate.
2This rule is about how to support the all-important concept. Form carries meaning, nomatter how simple or abstract, and form thats not right for a given message willcommunicate messages that you done intend.
-
7/29/2019 Prezentari
6/44
-
7/29/2019 Prezentari
7/44
Speak with one visual
voice.
3Make all the parts talk to each otherin the same language. Take a look at everything,from the big picture down to the tiniest detail, and ask yourself: Does everything, relateharmoniously to everything else? Good design assumes that the visual language of thepiece its internal logic- is resolved to address all this parts so that they reinforce, restateand reference each other, not only in shape or weight or placement, but conceptually aswell. As soon as one element seems out of the place, or just a leftover that hasnt beengiven any thought , it disconnects from the others, and the message is weakened.
-
7/29/2019 Prezentari
8/44
-
7/29/2019 Prezentari
9/44
Use 2 typeface
families maximum.
OK, maybe three.
4Chose typefaces for specific purposes. In doing that, youll need to define what thepurposes are, and youre likely to find that there are only 2 or 3 purposes for txt in a panel.A change in type family usually signals a change in meaning or function-restrain yourself.A single type family with a variety of weights and italics should be enough all by itself.You can present a clearly distinguished range of information employing only changes in
size and color.
-
7/29/2019 Prezentari
10/44
Use the onetwo
punch!
5Focus viewers attention on one important thing first, and then lead them though the rest.Once you capture the audience with a big shape, a startling image, or a daring color,steadily decrease the activity of each less important item in a logical way to help them to etthrough it.HierarchyIf theres no clear focus to start with, youve already lost the battle.
-
7/29/2019 Prezentari
11/44
-
7/29/2019 Prezentari
12/44
Pick colors on
purpose.
6Dont just grab some colors from out of the air.Know what colors will do when you combine them and, more important, what they mightmean to the audience.Colors affects visual hierarchy, the legibility of type and carries an abudance ofpsychological and emotional meaning.Choose colors that are right, not those that are expected.
-
7/29/2019 Prezentari
13/44
-
7/29/2019 Prezentari
14/44
If you can do things
with less, then do it.
7This is a riff on an adage left over from Modernism, sometimes known as the less ismore theory. Its not so much an aesthetic dogma now as it is a bit of common sense: themore stuff jammed into a given space, the harder it is for the average bear to see what theyare supposed to be seeing.Complicated Complex.Harmonic convergence of thoughtfulness and creativity applied to very little.
-
7/29/2019 Prezentari
15/44
-
7/29/2019 Prezentari
16/44
Negative space is
magicalcreate it,
dont just fill it up!
8Its often said that negative space-sometimes called with space (even though there mightnot be any white around)-is more important than the stuff thats in it.Space calls the attention to content, separates it from unrelated content around it, and givesthe eyes a resting place.Negative space = Positive space = visual connection.
A lack of negative space overwhelms and confuses the audience, which is likely to getturned off.
-
7/29/2019 Prezentari
17/44
-
7/29/2019 Prezentari
18/44
Treat the type as
image, as though its
just as important.
9Type is a visual material-made up of lines and dots and shapes and textures- that needs torelate compositionally to everything else included in the design.
-
7/29/2019 Prezentari
19/44
-
7/29/2019 Prezentari
20/44
Type is only type
when its friendly.
10Make it legible, readable or whatever you want to call it.Yes, typography can be expressive.Yes, typography can be manipulated for inventive interconnection of structural elements.Yes, typography can resonate subcultural audience and reference time cultural spirit.But! It must still transmit information.
-
7/29/2019 Prezentari
21/44
Be universal;
remember that its not
about you.
11Talking to one self is the domain of the fine artist.Being universal is the domain of the designer.
-
7/29/2019 Prezentari
22/44
Squish and separate.
12Create contrast in density and rhythm by pulling some material closer together and pushingother material further apart.Be rhythmic about it. Give the spaces between things a pulse by making some tighter andsome looser, unless you want to make something lifeless.Nothing kills a great idea like a dull layout that has no tension.
Without contrast youre deadPaul Rand
-
7/29/2019 Prezentari
23/44
-
7/29/2019 Prezentari
24/44
Distribute light and
dark.
13Dont spread all the tonal range all over the place.Concentrate areas of extreme dark and light in separate spaces. Counter these with subtlertransitions between related values.Above all, make distinctions between light and dark noticeable and clear.
-
7/29/2019 Prezentari
25/44
Be decisive.
Do it on purposeor
dont do it at all.
14Make a thing appear one way or another.Place visual materials with confidence, and make clear decisions about size, arrangement...Decisiveness makes a viewer more likely to believe that the message means what it says.
-
7/29/2019 Prezentari
26/44
-
7/29/2019 Prezentari
27/44
Measure with your
eyes: design is visual.
15A thing its what it looks like-make it look the way its supposed to look.
-
7/29/2019 Prezentari
28/44
Create imagesdontscavenge.
16Try to not rely on what already exists.Sometimes a simpler and more meaningful solution is no further away than a couple ofdots and lines or a personalized scribble.Plus, you can say, quite proudly, that you did it all yourself.
-
7/29/2019 Prezentari
29/44
Ignore fashion.
Seriously.
17Granted, this can be a tricky rule to follow because your job is to communicate to youraudience who exists today. These people in the present have particular tastes andexpectations about they like their communications to look.But, nobody looks at the Pantheon, and says: Mmmmm, thats like so first century.
-
7/29/2019 Prezentari
30/44
Move it!
Static equals dull.
18If a layout is clearly flat and fails to offer a sense of spatial interaction, a state that isrelatively easy to achieve, the viewers brain is likely to be uninterested.Static compositions say:Youve figure me outso walk way, nothing to see here.
-
7/29/2019 Prezentari
31/44
Look to history, but
dont repeat it.
19Learn from the work of others, but do your one work.
-
7/29/2019 Prezentari
32/44
-
7/29/2019 Prezentari
33/44
-
7/29/2019 Prezentari
34/44
Symmetry is the
ultimate evil.
20Symmetry can limit designers flexibility in pacing and dealing with content .
-
7/29/2019 Prezentari
35/44
4Things you should
Not do.DO NOT COMBINE DIFFERENT LEVELS OF CONDENSATION.
They change the gray area
DO NOT DO NOR LARGE NOR SHORT TEXT LINES
Round 65 spaces is a good width. Never 75 sapces.
DO NOT LET LOOSE WORDS.
You can change the text (if you have done it yourself). Or make text box bigger .
You can also retouch the KERNING (LETTER-SPACING)
DO NOT USE IN VERTICAL POSITION HORIZONTAL LETTERSBecause letters are thought to be read in horizontal.If you want to put text in vertical, do as the example. But dont overdo it!
-
7/29/2019 Prezentari
36/44
Some steps.
1.
Different enough
-
7/29/2019 Prezentari
37/44
-
7/29/2019 Prezentari
38/44
3
Choose the size.2.12 to 24 pt. text. Near lecture. Details. Photo references.36 to 60 pt. Small ti tles. Leading/important. Medium visualization.60 to 80 pt. Leading title of the project. Distant identification.
-
7/29/2019 Prezentari
39/44
TitleProject xpiyIuyjhlksjadfhlaskjfhaslkdfjhasldfkjhsadlfkjhuilqfoi37tfo
vit34fiugljs,gfjkhaegfjh
-
7/29/2019 Prezentari
40/44
Avoid false bold or
Italic.3.
-
7/29/2019 Prezentari
41/44
-
7/29/2019 Prezentari
42/44
How to use images.
4.tif. and jpeg.300ppp.NO internet images.Transparent background.Dont use filters.
-
7/29/2019 Prezentari
43/44
Bibliography.
-
7/29/2019 Prezentari
44/44
Kern:The portion of a typeface that projects beyond the body or shank of a character.
Aqui vai:Interlineado = LEADING ou LINE-SPACINGInterletrado = KERNING ou LETTER-SPACINGmancha cinzenta = GREY SPACE ou GREY AREA
E tambm importante:Mancha branca entre linhas de txt ou caixas de txt = WHITE SPACEEspao vazio entre letras ou palavras = BLANK SPACE
Espacejamento entre palavras (olho, que no o mesmo que entre Interletrado) = WORD-SPACINGTitular = HEADINGMaiscula = CAPITAL LETTERMinscula = SMALL LETTERTamanho de letra = TYPE BODY SIZE