Nebraska High School Press Association!

Sparkling Design: Principles for More Effective Design and Results!

10/20/13! 1!

October 21, 2013!

Presented by: Prof. Stacy James University of NebraskaLincoln sjames2@unl.edu!

10/20/13! 2!

Communicating with Type 

The foundation of print and electronic design To study type is to better understand how to visually communicate with words in the ever-changing print and electronic digital worlds.

10/20/13!

3!

1. Learn good typography

Typography is the art and science of understanding how type can influence the effectiveness, the design and the impact of a print message, such as:

10/20/13!

4!

10/20/13!

5!

10/20/13!

6!

10/20/13!

7!

10/20/13!

8!

2. Learn all there is to know about type

To be a more effective designer! To be a more effective design critic (of other s work)! To make sure my messages are read To make sure my messages are read

10/20/13!

9!

3. Know the important typographic rules

The ideal is ONE font throughout Or, mix of ONE serif font and ONE sans serif font Roman serif fonts are most readable

10/20/13!

10!

4. And more important typographic rules

Avoid lots of copy in italics! Use the English Period style! Re-kern and re-lead your lines of type if necessary Study type libraries like this one: http://www.dafont.com/
10/20/13! 11!

5. And even more important typographic rules

Avoid centered copy on lots of text! 40 characters is optimum column width ! AVOID ALL CAPS IN MOST CASES! Keep body copy 10-12 points Avoid negative leading on small type
10/20/13! 12!

6. Study sites that will show you good type styles, such as:
Communication Arts Magazine! Print Magazine

10/20/13!

13!

7. Study every single ad, direct mail piece or brochure you can.
Look at car logos and outdoor advertising for interesting typography! Become a critic of your work and that of others! Keep a swipe file of good work

10/20/13!

14!

10/20/13!

15!

10/20/13!

16!

10/20/13!

17!

10/20/13!

18!

Study some good on-line tutorials and resources:

http:// graphicdesign.spokanefalls.edu/ tutorials/process/ad_elements/ ad_elements.htm

10/20/13! 19!

1. Don t break the rules until you know what they are.
Memorable design is always out there on the edge, but don t be different just to be different.

10/20/13!

20!

2. Don t be a slave to technology.

Let your ideas flow from your head Don t be confined to one application Practice when you can to keep up Connect yourself to someone half your age and ask for technology advice

10/20/13!

21!

3. Know digital file types.

Know the difference between raster and vector files Keep your extensions on file names Use the right software for the right job Keep in touch with your printers

10/20/13!

22!

4. Know digital file types.

Know the difference between file types such as these extensions: .doc .eps .pdf .tif .psd .ai .indd .jpg .gif .html (Internet and screen)

10/20/13!

23!

5. Start your ideas with a pencil.

Always do a series of thumbnail designs and full-size pencil roughs It takes more time to design at the computer, unless it s a simple revision Keep a sketch book with you

10/20/13!

24!

6. Look at others work:

10/20/13!

25!

10/20/13!

26!

10/20/13!

27!

10/20/13!

28!

10/20/13!

29!

10/20/13!

30!

10/20/13!

31!

10/20/13!

32!

10/20/13!

33!

7. Play with visuals yourself:

10/20/13!

34!

8. Play with visuals yourself:

10/20/13!

35!

Analyze the overall concept.

Does the big idea make sense?! Does it sell the benefits?! Is it appropriate for the audience? Are the elements unified?

10/20/13!

36!

Analyze the visuals.

Do they work with the concept?! Are they consistent in the kind or type, i.e., photo vs. illustration?! Can you really see them, i.e., size? Is there contrast and detail?

10/20/13!

37!

Analyze the layout and design.

Are the elements used effectively?! Check alignment and grids! What about flow, balance, unity and proportion and white space? Is it consistent and memorable?

10/20/13!

38!

Is it audience-appropriate?
Is the type large enough to read?! Does the copy sell the idea?! Does your design communicate with the target audience effectively? Is all the information accessible and readily available?
10/20/13! 39!

Have you checked the details?

Are all the mandatories there?! Have you proofread, proofread and proofread everything?! Are your files backed-up and in synch for the printer?

10/20/13!

40!

Have you checked the details?

Have you shown it to the client?! Has the client approved it?! Are your files backed-up and in synch for the printer?

10/20/13!

41!

A few words about clients:

In the world of advertising and public relations, clients/advertisers provide the fuel for the business. Treat your clients like they are the most important part of your business.

10/20/13!

42!

A few words about clients:

They want to learn from you.! They want their ads to work. ! Show them your ideas. Get to know their products/company.

10/20/13!

43!

A few words about clients:

Thank them for their business.! Pay attention to details.! Return their calls. They want to work with you. Ask them how the ads worked.

10/20/13!

44!

NHSPA!
Thank you for your time and attentionplease send me an e-mail if you have any questions! Stacy James
sjames2@unl.edu!
10/20/13! 45!