This post is for those who get thrown into graphic design without any formal knowledge of what makes a good design, or, what causes unforgettable disasters. Once able to recognize the basics of designing principles you will be more in control of your work and marketing materials. This can range from printed articles to website design. This three-part series will help you understand basic design principles, tips and tricks, typography, and how each can help you.
Reviewing C.R.A.P.
Be bold. Leave plenty of blank space for a place for the eyes to rest. Be asymmetrical, it typically makes your efforts stronger. Don’t be afraid to make text or images big or small. Proximity is where related items should be grouped together. Separate items that are not directly related. Alignment: make sure to keep pieces unified and keep alignment with other elements on the page. Repetition is the stronger form of being consistent, see what you already consistently use and make one of the elements stronger. Contrast draws the eye to the page, the strong black versus white space.
Extra Tips & Tricks
Identity Packaging - the most prominent features of an identity package are cohesive repetition throughout.
Business Cards – Use second colors sparingly. Talk to the print shop on how to set up your business cards on a page. Standard business card size is 3.5 inches by 2 inches (vertical or horizontal). Some pitfalls to avoid on business cards are to keep things out of the corners, avoid using Times, Arial, or Helvetica typefaces. They’re dated. Try to avoid using 12-point size font business cards. Typically, 10-point or smaller is used. Finally, don’t feel like you have to use the entire space. There’s no need to have the words email or website on the card. A left or right alignment gives a more professional look than a center alignment. Use periods instead of dashes or parentheses, it gives a much cleaner look.
Letterhead & Envelopes – Use a similar format on the letterhead, envelope and business card. Make one element dominant, but avoid having the boring center aligned across the top layout. If you make a second page take a small element from the first page and use it alone on the second page. Since you’ll invariably be faxing or copying your letterhead avoid dark or speckled paper.
Flyers - With flyers the sky is the limit. You want your piece to stand out because it has to compete with all the other readable junk out there. Most of all you want to call attention to your headline. Some pitfalls to avoid: boring typefaces, putting characters in boxes, instead of hyphens or bullets try zapf dingbats instead, don’t center everything (boring), avoid ho hum gray contrasts, watch your line breaks so there are no unnecessary hyphens. Try using interesting new typefaces. Use a big graphic element or typeface in a huge way. If you draw the reader in with interest they will read the text. Try to use subheadings that contrast so the reader can scan, make a strong focal point, use repetition for typefaces even if the typeface is bold or different. Finally, make sure to choose one kind of alignment.
Newsletters - The main element when designing a newsletter is consistency. Each pages should look like it belongs. That doesn’t mean everything needs to look exactly the same, though. Also don’t forget your white space. Your flag or masthead sets the tone for the rest of your newsletter. It should tell your readers who you are. Use contrasting type, but use your type consistently throughout the newspaper. Make sure to have your headlines and sub heads bold and contrasting so the reader can skim. Avoid using a sans serif typeface for the body text as it’s hard to read.
Brochures – Before making a brochure you should sit down and fold a piece of paper to determine how you want your brochure to look. Choose the style for the front and back panel and how it will open. Be careful though, the fold measurements aren’t the same on the front as they are on the back. Be aware of the folds. You don’t want information getting lost in the folds. You will need a “gutter” to keep you from losing text in the folds. On the other hand, feel free to have graphics flow from panel to panel. As always keep alignment consistent throughout the whole brochure and keep the text size under 12-point.
Postcards – Postcards are a great way to grab attention. Be different. Use an odd sized postcard to make it stand out. Be specific with your message but keep it brief. Use color to attract the eye. The guidelines for business cards can also be applied to post cards. Be brave in your design and don’t forget your white space.
Newspaper Ads - White space is a must. It gives the reader something to land on. Be clever with your headlines, be clear on your purpose, and be brief. Readers want simple and to the point. Avoid reverse type (white type on black background).
Websites – As always repetition and clarity are important. Websites must be inviting and easy to navigate. Consistency is also a key factor is designing websites. Line lengths of text are actually shorter than what is used on paper.
What now?
If you’re still confused or need help please don’t hesitate to call NuRelm 724.430.0490!
Preview of next article:
How to design with typefaces and make them work effectively.
