This document provides guidance on developing effective design concepts and using grids in design. It discusses the importance of having a clear concept that answers questions about purpose, idea, function and audience. Ten steps for developing a concept are outlined, including collecting information to generate ideas and using design principles like balance, hierarchy and repetition. The document also explains how to use column and modular grids to organize content, maintain control and unify a design. Grids help create rhythm, movement, harmony and readability.

1. P.4 _
you have gotta get this
seriously

3. 1. Have a concept
2. Communicate don’t
decorate
10
rules by which to Design
3. Use two typefaces
maximum
4. If you can do more
with less, do it
5. Negative space is a
good thing
6. Treat type as an
image
7. Squish and
separate: create
rhythms in density
and openness.
8. Measure with your
eyes
9. Move it! Static
equals dull
10.Symmetry is the
ultimate evil

4. Successful design is
generated from a
concept
which is the result
of a thorough
investigation and
the creative process.
WHAT IS
YOUR BIG
IDEA?

5. A design concept is the
idea behind a design. It is
the plan to solve the
design problem. It is the
underlying logic, thinking,
and reasoning.
The concept will lead to
choices in
Color
Font
Aesthetic
Grid
.....
Every design decision will
fall back on the concept
for direction.
It is the framework
for all decisions.

6. What is the purpose of
your design?
What is the idea behind it?
What is your design
supposed to do?
Who is it for?
What is its function?
The answers to these
questions will help guide
the process of developing
a meaningful
concept
.

7. COLLECT
There is no one right
way to develop a
concept. The first step
is to
. START
gathering information .
The information that is
collected will generate
IDEAS
about possible solutions
and
this process will unfold to
produce a strong and
meaningful concept.
DESIGN .
THEN,
with a concept, the
designer can work
using guidelines to
consciously develop the
design.

8. Design concepts are
both written and visual.
The text is the explicit
communication of
information and the
graphic content
supports and reinforces.
FIVE
Design Principles:
1.
2.
3.
4.
5.
Balance provides
stability and structure
to a design
Hierarchy
creates organization
Contrast emphasizes
and generates impact
Repetition
strengthens a design
by tying together
otherwise separate
parts
Alignment creates a
sharper, more unified
design

10. agreeable, all
right, alright, copa
cetic, ducky, fine, g
ood, hunkydory, jake
[slang], or
okay
abbreviation of
oll korrect,
facetious alteration of
all correct
First Known Use: 1839

12. VISUAL
i n f o r m a t i o n
• Gather it
• Organize it
• Structure it
Make it….
INTERACT

13. GRIDS
O r g a n i z a t i o n a l To o l s
• Maintain control
• Make connections
• Unify the design
Make it
INTERACT

14. GRIDS
Modular
and
Column

15. The anatomy of column GRIDS
Margins: define
the active area of the
page. Direct the
viewer toward the
visual elements.
Flow lines:
support vertical
columns by dividing
the page into
horizontal intervals.
Column Intervals:
also known as gutter
widths. They form
inactive negative
spaces that separate
one column from
another.
Columns: Vertical
divisions of space
that are used to align
the visual elements.
Grid Modules:
areas defined by the
columns and flow
lines. Support the
textual and visual
content of the
design.

18. column GRIDS
 Single or multiple
 Width can vary
 Usually evenly
distributed
 Create rhythm,
movement, and
tension

19. modular GRIDS

21. GRID functions
Control
Organization
Rhythm
Harmony
Unity
Dynamism
Readability
Movement
Balance
Direction
Contrast
Interaction
Order

23. 1. Have a concept
2. Communicate
don’t decorate
10
rules by which to Design
3. Use two
typefaces
maximum
4. If you can do
more with less,
do it
5. Negative space is
a good thing
6. Treat type as an
image
7. Squish and
separate: create
rhythms in
density and
openness.
8. Measure with
your eyes
9. Move it! Static
equals dull
10.Symmetry is the
ultimate evil

24. presentations that don’t suck
http://designshack.net
1. Don’t Use a Built-In
Theme
2. Use Quality
Photography
3. Solid Colors Rock
4. Typography Speaks
Volumes
5. Watch Your
Readability
6. Simpler is Better
7. Avoid the Bullet Point
Plague
8. Create Clear Focal
Points
9. Create a Captivating
Cover
10. Make ‘em Laugh

26. I AM HERE
smiling that
you did such
a great
job!!!