What Is Good Design?And How Do You Do It?                        COM335
Desktop Publishing Defined
What is "good"?• It’s a matter of opinion.• What is “good” to one  person, may not be  “good” to another.• It depends on y...
Step One: Relevance• Time Available: 1-7  Seconds ~  4 words per second• What’s in it for me?• Headlines & Titles   – Maxi...
Step One: Relevance• Captions  • People will read    captions, no    matter how long,    before reading    body text
Step One: Relevance• Photographs  – Inspire curiosity and    involvement  – Help readers imagine    themselves there  – Va...
Step Two: Confirmation• Time Available: Up to  90 seconds• Was I right?• Looking for a reason  NOT to read.
Step Two: Confirmation• Short Body Text  – Increase    comprehension  – Every 2-3 Paragraphs     • Use Sub-heads, sidebars...
Headlines
Layout
Layout
Step Two: Confirmation• Numbers & Outlines  – Use bulleted lists  – Call-outs  – Quizes – get people    involved (helps es...
Step Two: Confirmation• Non-photographic Art  –   Charts  –   Graphs  –   Tables  –   Clip Art  –   Illustrations  –   Wat...
Step Two: Confirmation• Graphic Devices  –   Rules  –   Drop Caps  –   Dingbats  –   Bullets  –   Screens  –   Boxes (use ...
Step Two: Confirmation• Decreased Readability  –   ALL CAPS  –   Underline  –   Italics  –   Color
Graphic Devices• Pick two or three MAX     Rules  per publication and use  consistently• Do not intersect Rules
Graphic Devices• Drop and Initial Caps   – Draw attention to the     beginning of the body     text   – Use large initial ...
Graphic Devices• Dingbats  – Bullet Points  – End-of-article markers to    create a visual end-point  – Highlight importan...
Graphic Devices• Boxes and Bullet Points   – Indicate “This is the     primary point”   – Relate to one another   – Use bo...
Step Three: Action• Time Available: As  much as needed• What do I do?• Long body text   – Break up for skimmers   – Assume...
Step Three: Action• Proof – Connects  message and reader,  creates memory• Call to action  –   Statistics  –   Track recor...
Layout DesignSymmetrical                   Asymmetrical• Copy is centered and        • Unusual shapes, white  art is distr...
6 Rules of Balance• Anything located in the  upper left quadrant  (primary optical area of  the layout has more  optical w...
6 Rules of Balance• Large items are noticed  more, seen for a longer  time, and remembered  better than small items
6 Rules of Balance• Elements that are dark  carry more optical  weight than black and  white
6 Rules of Balance• Color conveys more  optical weight than  black and white
6 Rules of Balance• White space serves to  draw reader’s attention  to whatever is in the  “non-empty” space
6 Rules of Balance• Rectangles are  “expected”• Triangles, ovals, circles,  cubes convey optical  weight
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What is good design

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What is good design

  1. 1. What Is Good Design?And How Do You Do It? COM335
  2. 2. Desktop Publishing Defined
  3. 3. What is "good"?• It’s a matter of opinion.• What is “good” to one person, may not be “good” to another.• It depends on your specific objective and your target audience
  4. 4. Step One: Relevance• Time Available: 1-7 Seconds ~ 4 words per second• What’s in it for me?• Headlines & Titles – Maximum 28 words – 9-5 is the best and should be twice the size of the subheads
  5. 5. Step One: Relevance• Captions • People will read captions, no matter how long, before reading body text
  6. 6. Step One: Relevance• Photographs – Inspire curiosity and involvement – Help readers imagine themselves there – Vary size, shape alignment, layering, isolation
  7. 7. Step Two: Confirmation• Time Available: Up to 90 seconds• Was I right?• Looking for a reason NOT to read.
  8. 8. Step Two: Confirmation• Short Body Text – Increase comprehension – Every 2-3 Paragraphs • Use Sub-heads, sidebars, pull quotes, summaries, teasers • Unfinished statements will get 30-60% more people to keep reading
  9. 9. Headlines
  10. 10. Layout
  11. 11. Layout
  12. 12. Step Two: Confirmation• Numbers & Outlines – Use bulleted lists – Call-outs – Quizes – get people involved (helps establish the need) – Table of Contents
  13. 13. Step Two: Confirmation• Non-photographic Art – Charts – Graphs – Tables – Clip Art – Illustrations – Watermarks
  14. 14. Step Two: Confirmation• Graphic Devices – Rules – Drop Caps – Dingbats – Bullets – Screens – Boxes (use sparingly to highlight items)
  15. 15. Step Two: Confirmation• Decreased Readability – ALL CAPS – Underline – Italics – Color
  16. 16. Graphic Devices• Pick two or three MAX Rules per publication and use consistently• Do not intersect Rules
  17. 17. Graphic Devices• Drop and Initial Caps – Draw attention to the beginning of the body text – Use large initial letters to indicate the beginning of a chapter, articles or section of text
  18. 18. Graphic Devices• Dingbats – Bullet Points – End-of-article markers to create a visual end-point – Highlight important copy – Can be custom
  19. 19. Graphic Devices• Boxes and Bullet Points – Indicate “This is the primary point” – Relate to one another – Use boxes and bullets like an outline
  20. 20. Step Three: Action• Time Available: As much as needed• What do I do?• Long body text – Break up for skimmers – Assume the general public has a 6th grade education – Break up with graphic devices
  21. 21. Step Three: Action• Proof – Connects message and reader, creates memory• Call to action – Statistics – Track record – Testimonials – Issue a challenge – Visualization – Impact Statement
  22. 22. Layout DesignSymmetrical Asymmetrical• Copy is centered and • Unusual shapes, white art is distributed evenly space and color achieve balance
  23. 23. 6 Rules of Balance• Anything located in the upper left quadrant (primary optical area of the layout has more optical weight
  24. 24. 6 Rules of Balance• Large items are noticed more, seen for a longer time, and remembered better than small items
  25. 25. 6 Rules of Balance• Elements that are dark carry more optical weight than black and white
  26. 26. 6 Rules of Balance• Color conveys more optical weight than black and white
  27. 27. 6 Rules of Balance• White space serves to draw reader’s attention to whatever is in the “non-empty” space
  28. 28. 6 Rules of Balance• Rectangles are “expected”• Triangles, ovals, circles, cubes convey optical weight

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