1. Design and Style

2. Basic Design
• Is simple
• Contains lots of white space
• Is organized
• Creates path for eye
• Makes something dominant
• Divides space in an interesting way

3. Gains attention by
• Being free of errors
• Presenting one idea
• Using a headline
• Beginning with large first letter
• Using a framing device

4. Color
• Is a redundant cue
• Is easy to perceive
• Is consistent with common use
• Does NOT bleed

5. Text
• Presented in telegraphic style
• Abides by Rules of Sixes (Sevens)
• Has items parallel in construction
• Uses font size of 30+

6. Text continued
• Is simple and easy to read
• Is in upper and lower case
• Is NOT presented in italics

7. Color
• Easy to perceive- yellow and green

8. Color
• Difficult to perceive- red and blue

9. Color
• Colorblind can’t see- green and red

10. Color
• Green: growth, movement
– Use to discuss fiscal ($) growth

11. Color
• Blue: conveys calm
– Use if audience hostile
– Use if attention span limited

12. Color
• Red: snappy; peppy!
– Can bleed especially on green background

13. Color
• Yellow
– Use to highlight or bring attention to

14. Warm Colors
Red Orange Yellow
Appear to advance toward the viewer

15. Cool Colors
Blue Green Violet
Appear to recede from the viewer

16. Cool Background
Warm Foreground
Helps give appearance of depth

17. Green
Red
Is red redder next to green?

18. Blue
Orange
Blue more vivid next to orange?

19. Violet
Yellow

20. Psychedelic Effect?

21. Choose Different Color Scheme
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