Graphic Design:An Overview for

Effective Communication

Agenda

• Content is Key• Graphic Design Basics

– Know your Audience– Layout, Typefaces, Body Copy– Photos and Images– Color

Importance of Good Design

• Visual presentation is a critical aspect of effective communication

• Well-organized visuals add meaning and substance to your message

• Basic rules of good design apply to print and electronic formats

Content is Key• Know your audience

– Who is your audience and what do they want to know?

– What do YOU want the audience to know?• ID Purpose of publication

– How long will the information be accurate?– How much space do you have?

Graphic Design Basics #1Know your Audience

• Know your audience– Readers over age 40 could benefit from

larger font size, 12 or 14 pt• Consider your audience

– Reading skills should influence design– Keep layout simple and uncomplicated

Graphic Design Basics #2aLayout: Flow and Focus

• Keep Layout Simple and Consistent– Provide space between different

ideas/topics for clear separation• Flow and Focus

– Use “Z” pattern for placement of important information: start in upper-left, across right, then back to the left while moving down.

Graphic Design Basics #2bLayout: Use Design Grids

• Organizing Pages– Use Design Grids:

A series of horizontal & vertical lines that evenly divide a page

Graphic Design Basics #2cLayout: White/Negative Space

• Organizing Pages– White / Negative Space:

Gives “breathing room” for brain to absorb material

– Use ¼” white space between columns of text

– Use ¼” more white space at the bottom of a page

Period Space Invaders!

Graphic Design Basics #2dLayout: Organizing Text

• Grab attention with short, clever headlines of 5-8 words for ideal results

• Use sub-heads, block quotes and pullout quotes to break up large chunks of information

Graphic Design Basics #2eLayout: Typography

• Font: set of characters in particular size and style of type

• Typeface: contains a series of fonts- Serif: traditional look typeface with little “feet”- Sans serif: no “feet” contemporary look- Decorative: everything else, script and display

typefaces

Graphic Design Basics #2eLayout: Typography

• Alignment- Flush left (left-aligned)- Flush right (right-aligned)- Centered- Justified (full-justified) left and right margins

are parallel, more formal style

Graphic Design Basics Tips for Typefaces & Body Copy

• Don’t use more than two typefaces• Don’t use all capital letters for body copy• Use 12 pt size as a minimum• Avoid widows and orphans• Always check spelling and grammar• Have someone else proof your materials

Controversial Font: Comic Sans

Graphic Design Basics Tips for Typefaces & Body Copy

SPECIAL:Crab Imperial

Graphic Design Basics Tips for Typefaces & Body Copy

Graphic Design Basics #3Photos and Images: Resolution

• Measuring Resolution- Measured in dots per inch (dpi)

• Electronic screen- Typical screen (web) resolution is 72 dpi

• Print- Image files ideal is 300 dpi at 100% size

Graphic Design Basics #3Photos and Images: Tips

• Make sure image matches the copy• Faces looking at reader or towards copy• Don’t use too many or too few pictures• Add color for impact, but don’t use too

much indiscriminately

Graphic Design Basics #4Color: RGB

• Red Green Blue: Creates color through the addition of light, used for electronic mediums

Graphic Design Basics #4Color: CMYK

• 4-Color Process: Cyan Magenta Yellow blacK, industry standard used for print

Graphic Design Basics #4Color: PMS

• Spot Color / PMS: Pantone Matching System, used to print an exact color match

Graphic Design Basics #4Color: Properties

• Black and white are neutrals• Colors are classified as warm or cool• Warm colors appear larger and closer• Most colors carry emotional meanings

Graphic Design Basics #4Color: Contrast

• Adds visual interest• Emphasize type or

graphics• Helps show separation• Paper color affects the

color of the ink

ACTIVITY: What Would You Do?

• Each table receives a newsletter• Mark the things you like and the things

you think should be changed/updated• Report out to the group

Always remember that …

Great design and great content will make a

great product!