Graphic Design Guidelines

1. Graphic Designing Guidelines
“You aren’t advertising a product or service, you’re selling an idea”
-Gary Austin Witt, Ph.D
Graphic Design Standard Sizes:
IMAGE AD(S)
SIZE (width X height) ORIENTATION RESOLUTION
(WEB)
RESOLUTION
(PRINT)
File Format
900x600 pixels Landscape 72
pixels/inch
300
pixels/inch
PNG
560x900 pixels Portrait 72
pixels/inch
300
pixels/inch
PNG
INFOGRAPHICS
SIZE (width X height) ORIENTATION RESOLUTION
(WEB)
RESOLUTION
(PRINT)
File Format
900x600 pixels Landscape 72
pixels/inch
300
pixels/inch
PNG
960X**** pixels Portrait 72
pixels/inch
300
pixels/inch
PNG
**** Vary depending on the article(s) given
Things to Remember When Making Image Ads design:
Image Ads Design Process:
1. Understand the website as a whole
2. Create an outline
3. Research for needed graphic elements
a. Consider logo size
b. Consider the subject of the ad
4. Asses the following:
a. Image (elements used in the design whether it is connected/relevant to the
client’s products/services)
b. Spelling
c. Margin/spacing
5. Finalization of the design

2. 5 Elements to consider:
1. Heading (must be attention-grabbing)
2. Credibility
3. Interest
4. Desire
5. Action
Things to Remember When Making Infographics design:
What is an infographics?
Applied to information, data or knowledge that is presented in graphic visual form and
presents:
• Clear message quickly and clearly
• Be unique
• Keep it simple
• Be creative and bold
Goals of infographics:
• Channel for marketing purposes
• Shareable
• Likeable
• Color themes used must be a maximum of 6 colors only
Infographics Design Process:
• Message, audience and goals
(X product) is an (X description of product) that provides (X what) for (X
audience) in order to (X value proposition).
• Gather Data
Jot down key findings, trends and outliers. You should keep in the loop. An
informed designer is a good designer.
• Organize content
Create a content outline of the main and sub-headlines of your graphic.
• Draw a sketch/wireframe

3. Sketch out your main and sub-headlines and graphics into sections on paper.
Make the graphics accurate enough so that they show the real findings.
• Sections
• Main content
• Graphics
• Headlines for graphics
• Does data support the content
Now you can “read” the sketch as your audience will – and ensure that your
visuals support your message.
• Determine format
For infographics design to be uploaded in the internet it is advisable to use
.jpeg/.jpg or .png file format.
• Design
Follow the sketch/wireframe created and translate it with visual elements.
• Review and publish
Review your work 2 to 3 times before submitting to the key editor or approver to
avoid major revisions to your work.
The Four Motivators
Four motivators for buying:
• Needs
• Wants
• Fears
• Desires
The fundamental purpose of advertising is NOT to entertain. Most often its purpose
isn’t even to sell the product. The purpose of advertising is to convince (or “sell”)
potential buyers on the idea that they should seriously consider buying the product,
and motivate them to make the next step in the buying process.

4. Three Keys You Need:
Any advertising message requires three things to be effective:
1. People must notice it. –it must attract their attention.
2. It must give the buyer reasons to consider the entire message, not just glance at
the headline
3. It must present that message in a way that is clear and persuasive to its target
buyer,
Sketch your preliminary ideas and thought. It will help you get more out of the material
that follows.
1. What is your goal for the ad campaign? (Be as specific as possible, and use
concrete statements, not indeterminate ones like “sell more”)
2. What is the theme for your ad campaign?
3. What is the focus of your ad campaign?
4. Other thoughts about your ad campaign.
Focus on the Four Key Types of Buyer Motivations
Needs, Wants, Fears and Desires
• NEEDS – motivations which MUST be met by using or owning the product.
• WANTS – motivations which buyers would surely like to satisfy, but they aren’t
requirements.
• FEARS – there are two types of fears – “omission and commission”.
Omission – fears of the status quo – the negative results of leaving things
the way they are.
Commission – fears of making the wrong choice. Choices usually involve
a financial component *what you paid), a time component (how much time you
spent choosing the product and then using it), and an emotional component (your
self-esteem and the esteem of others related to making the “right” or “wrong”
decision.)

5. • DESIRES – like hopes or daydreams – some satisfaction that isn’t expected, but
wonderful to think about. “Desires” differ from “wants” in that consumers expect
most of their “wants” to be met by the product they select. But if our desires are
met, it is a unique and pleasant surprise.
Things to know when making a slide presentation:
(Source: http://slidesha.re/1cbdB0Y)
1. Know Your Goal
Be clear about the goal of your presentation before you begin composing
it.
2. Plan it Out
Create an outline or storyboard of the major topics you want to address.
3. Avoid Stock Templates
4. Choose a Color Scheme (Min. of 3 Max. of 5)
5. Choose a Font Scheme (Max. of 3)
6. Choose a layout scheme
7. Use Images (Wisely)
After a 30 – 60 minute presentation, no one’s going to remember what you
said; they’re going to remember meaningful imagery and quotes.
If an image is “too busy” add a semi-transparent background behind the
text for contrast.
8. 15 words or less
9. Play with Typography
Content is what the text says; typography is how it appears. By
manipulating attributes like color, font, size, weight and position you can enhance
the impact and visual interest of your slides and create hierarchy.
10.Don’t Overdo It
Remember white space. The white space that surrounds the object adds
emphasis and gives the page a clean, fresh feeling.
IMPORTANT REMINDERS!
USE ROYALTY/STOCK-FREE IMAGES ONLY!

6. When making any graphics always use 960 grid system for margin and spacing
purposes. (Adobe Photoshop)
Download Link: http://960.gs/

7. When searching royalty/stock-free images, follow these important tips:
Websites to help you pick color schemes (for free):
• www.colourlovers.com
• www.colorschemedesigner.com
• www.colorhunter.com
Websites with free high quality stock images:
• www.sxc.hu
• www.morguefile.com
• www.freepik.com
• www.freedigitalphotos.net

8. Useful Infographics for Graphic Design:
TYPOGRAPHY:
(http://www.joustmultimedia.com/blog/post/the-art-of-combining-fonts)

9. Psychology of Color:
In graphic designing it is a MUST to follow the Color Psychology in order to capture
viewer’s attention and emotions.