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Graphic design for marketing professionals

This document discusses key principles of graphic design including typography, layout using C.R.A.P. (Contrast, Repetition, Alignment, Proximity) principles and establishing visual hierarchy. It explains how typography like serif vs. sans serif fonts and layout features like leading and justification impact readability. C.R.A.P. principles are outlined for organizing content visually. The concept of visual hierarchy is introduced, noting that less is more in battling for attention and emphasizing essential information over clutter. The document concludes with a recap of the covered topics.

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for Marketing Professionals
© Jason Tham | 320.310.9654 | www.jasontham.com
GRAPHIC
DESIGN
Content
Graphic Design as Visual Comm.
Typography
C.R.A.P Layout
Impact and Visual Hierarchy
Faster. Stronger. Longer.
WHY
DESIGN
Visual Communication
Illustrate information / Create effects / Increase recognition
HOW DO
WE READ
Typography
Fonts matter.
Serif / San Serif

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Graphic design for marketing professionals

  • 1. for Marketing Professionals © Jason Tham | 320.310.9654 | www.jasontham.com GRAPHIC DESIGN
  • 2. Content Graphic Design as Visual Comm. Typography C.R.A.P Layout Impact and Visual Hierarchy
  • 4. Illustrate information / Create effects / Increase recognition
  • 6. Serif / San Serif
  • 7. Serif / San Serif As we move from print media to digital media, we are teaching our eyes and brains to process letter types in new ways: the digital screen is made up of millions of dots known as pixels, and our eyes are lazy – they prefer to process as little stimulation as possible – and as such, our brains tell us that it is more pleasing to read san serif fonts on screen as they are composed with less pixels compared to serif fonts. As we move from print media to digital media, we are teaching our eyes and brains to process letter types in new ways: the digital screen is made up of millions of dots known as pixels, and our eyes are lazy – they prefer to process as little stimulation as possible – and as such, our brains tell us that it is more pleasing to read san serif fonts on screen as they are composed with less pixels compared to serif fonts.
  • 8. Leading (spaces between lines) / Justification (flushing left, right, or center) Your fonts also interact with your object layouts. While design your prototype, play around with text justification to find one that will give you and your readers the maximum visual impact. We will touch on visual hierarchy in just a bit. Your fonts also interact with your object layouts. While design your prototype, play around with text justification to find one that will give you and your readers the maximum visual impact. We will touch on visual hierarchy in just a bit. Your fonts also interact with your object layouts. While design your prototype, play around with text justification to find one that will give you and your readers the maximum visual impact. We will touch on visual hierarchy in just a bit.
  • 10. How we read How Do We Read? Here is an example of the flow of reading. Our eyes move from top to bottom, left to right, while processing information on a medium. Why so? Because we are trained to read that way. The things in our daily life reinforces this reading “habit.” I should probably add, this is not applicable to Chinese readings.
  • 11. How we read How Do We Read? Here is an example of the flow of reading. Our eyes move from top to bottom, left to right, while processing information on a medium. Why so? Because we are trained to read that way. The things in our daily life reinforces this reading “habit.” I should probably add, this is not applicable to Chinese readings. start end
  • 12. How we read How Do We Read? Here is an example of the flow of reading. Our eyes move from top to bottom, left to right, while processing information on a medium. Why so? Because we are trained to read that way. The things in our daily life reinforces this reading “habit.” I should probably add, this is not applicable to Chinese readings. start end
  • 15. Contrast – Difference between content, headline, body copy, and other objects.
  • 16. Contrast Rise Up & Thrive A Concert for the Thriving
  • 18. Repetition: Consistent color, shape, spatial relationship, weight – a sense of unity.
  • 19. Repetition: Consistent color, shape, spatial relationship, weight – a sense of unity.
  • 20. Repetition: Consistent color, shape, spatial relationship, weight – a sense of unity.
  • 22. Alignment: Non-arbitrary placement; lined-up, clean, tidy.
  • 23. Alignment: Non-arbitrary placement; lined-up, clean, tidy.
  • 24. Alignment: Non-arbitrary placement; lined-up, clean, tidy.
  • 25. Alignment: Non-arbitrary placement; lined-up, clean, tidy.
  • 26. Alignment: Non-arbitrary placement; lined-up, clean, tidy.
  • 27. Alignment: Non-arbitrary placement; lined-up, clean, tidy.
  • 28. Alignment: Non-arbitrary placement; lined-up, clean, tidy.
  • 29. Alignment: Non-arbitrary placement; lined-up, clean, tidy.
  • 31. Proximity: Spacing between objects and copy – organizing visual units.
  • 32. Proximity: Spacing between objects and copy – organizing visual units.
  • 33. Proximity: Spacing between objects and copy – organizing visual units.
  • 34. Proximity: Spacing between objects and copy – organizing visual units.
  • 35. VISUAL IMPACT Impact & Hierarchy Which is more important and which is not.
  • 36. Myth: Put more details on the page, more information gets communicated. Reality: You need to battle for attention. Less is more. Most clients are greedy. They want to editorialize the ads and get the most of their bucks. But the fact is no one cares! But bombarding the page with lots of visual elements and copy is a suicidal act… it turns your readers away. As a designer, your task is to get rid of the clutter and emphasize only the essential information. Grab your readers at first look. But for more info: http://www.website.com Your readers look at this. Then they skim this. Maybe this too. Now, get them there: survivethrive.net
  • 37. Myth: Put more details on the page, more information gets communicated. Reality: You need to battle for attention. Less is more.
  • 38. Recap Graphic Design as Visual Comm. Typography C.R.A.P Layout Impact and Visual Hierarchy
  • 39. © Jason Tham | 320.310.9654 | www.jasontham.com THANK YOU