Good design relies on understanding the specific project, audience, and message. It is important to plan designs carefully, analyze what appeals visually based on design principles, and collect inspiration from other printed materials. Key aspects of good design include relevance, proportion, directional flow, consistency, contrast, simplicity, restraint, attention to detail, and avoiding common pitfalls like too much text or an unbalanced overall "picture".

1. Design ConceptsDesign ConceptsDesign ConceptsDesign Concepts

2. Design ConceptsDesign Concepts
 Good design relies on theGood design relies on the
specific project:specific project:
 Purpose of the projectPurpose of the project
 Relative priority of each partRelative priority of each part

3. Consider…Consider…
 AudienceAudience
 Basic messageBasic message
 Best or intended formatBest or intended format
 Similarity to competitorsSimilarity to competitors
 Relationship to my otherRelationship to my other
communicationscommunications

4. PlanningPlanning
 Use pencil and paper firstUse pencil and paper first

5. AnalyzeAnalyze
 Find out what appeals to youFind out what appeals to you
 Analyze it according to designAnalyze it according to design
principlesprinciples
 Find out what annoys youFind out what annoys you
 Dissect and identify what does notDissect and identify what does not
workwork

6. Clip FileClip File
 Collect all types of print mediaCollect all types of print media
that appeal to youthat appeal to you
 Continuously add itemsContinuously add items
 Choose based on specific designChoose based on specific design
elements, such as use of bleedselements, such as use of bleeds
or color.or color.
 Use examples as inspirationUse examples as inspiration

7. Qualities of printedQualities of printed
documentsdocuments
 RelevanceRelevance
 ProportionProportion
 DirectionDirection
 ConsistencyConsistency
 ContrastContrast
 The “total picture”The “total picture”
 RestraintRestraint
 Attention to detailAttention to detail

8. RelevanceRelevance
 Each element helps the readerEach element helps the reader
“get the message”“get the message”
 Watch out for software bells andWatch out for software bells and
whistles—whistles—
 ClarityClarity
 OrganizationOrganization
 SimplicitySimplicity

9. ProportionProportion
 SizeSize doesdoes matter in dtpmatter in dtp
 Importance determines sizeImportance determines size
 Relative importance determinesRelative importance determines
size and spacesize and space
 Include white space and adjacentInclude white space and adjacent
elements when determining sizeelements when determining size
 Use the same concept whenUse the same concept when
choosing rule thicknesschoosing rule thickness
 Crop photos, resize to fit importanceCrop photos, resize to fit importance

10. DirectionDirection
 Guide the reader’s eye logicallyGuide the reader’s eye logically
through your publication…through your publication…

11. ConsistencyConsistency
 Be consistent from page to pageBe consistent from page to page
 Text – typeface, size, subheads…Text – typeface, size, subheads…
 Paragraph indents, white spaceParagraph indents, white space
between columns, marginsbetween columns, margins
 Graphic elements –borders, lines,Graphic elements –borders, lines,
columnscolumns

12. ContrastContrast
 Compare dark areas and lighterCompare dark areas and lighter
areasareas
 Higher impact – more contrastHigher impact – more contrast
 Definite light and dark areasDefinite light and dark areas
 Lots of white space and illustrationsLots of white space and illustrations
 Text-rich – low in contrastText-rich – low in contrast
 Formal reportsFormal reports
 Press releasesPress releases

13. The “total picture”The “total picture”
 Consider delivery environmentConsider delivery environment
 News ad surrounded byNews ad surrounded by
stories/articles and other adsstories/articles and other ads
 Brochure on rack or tableBrochure on rack or table
 Flyer sitting in the mailboxFlyer sitting in the mailbox

14. RestraintRestraint
 Strive for simplicityStrive for simplicity
 Too much gimmickry looksToo much gimmickry looks
clutteredcluttered
 Everything emphasized is nothingEverything emphasized is nothing
standing outstanding out
 Choose typefaces, styles, andChoose typefaces, styles, and
sizes to fit the message—keep tosizes to fit the message—keep to
a fewa few

15. Attention to DetailAttention to Detail
 One offending detail ruins theOne offending detail ruins the
appearance – and effectivenessappearance – and effectiveness
 Rivers of white space within largeRivers of white space within large
blocks of textblocks of text
 Widows and OrphansWidows and Orphans
 Proofreading spelling andProofreading spelling and
grammargrammar

16. Other Common PitfallsOther Common Pitfalls
 Trapped white spaceTrapped white space
 Too small column guttersToo small column gutters
 Headlines too smallHeadlines too small
 Borders too close to textBorders too close to text
 Jumping HorizonsJumping Horizons
 Too much detail on chartsToo much detail on charts
 Isolated heads, subheadsIsolated heads, subheads

17. More PitfallsMore Pitfalls
 Floating subheadsFloating subheads
 Overused boxes and rulesOverused boxes and rules
 Unusually shaped text blocksUnusually shaped text blocks
 Too little contrast between typefacesToo little contrast between typefaces
 Overuse of rotated typeOveruse of rotated type
 UnderliningUnderlining
 Unequal spacingUnequal spacing
 Too much grayToo much gray

18. Still more PitfallsStill more Pitfalls
 Too many hyphensToo many hyphens
 Cramped logos/addressesCramped logos/addresses
 Visuals too similarVisuals too similar
 Too many typefacesToo many typefaces
 Misaligned elements across pagesMisaligned elements across pages
 Overuse of special effects, gimmicksOveruse of special effects, gimmicks
 ShoehorningShoehorning