design portfolio

DESIGN PORTFOLIOTAMARA MITCHELL

EFFORT/REWARD: GOOD EXAMPLE

This business card is low effort and high reward. At one

glance the reader easily locate the main title and subtitle

of the card.

The text is well-grouped, easy to find, and visually

appealing.

There is plenty of whitespace around the text to make

it legible.


This map is high effort and high reward. There is a lot of detail on the map, but it is well-organized.

Pictures are directly connected to locations on the map. The principle of embodimentis reinforced through these pictures of actual places and animal life on the map.

Captions are used to further explain pictures.

Graphics are used to represent local places on the map and increase the visual appeal and communicate important information.


This magazine is high effort and high reward. There is a lot of information on this page, but it is anchored to a center image that represents the core topic.

Smaller pictures are linked to regions on the center image to reinforce relevant subtopics.

Captions are structured with color and bolded text to highlight the most important information first.

There is plenty of whitespace on the page to make the information legible.

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EFFORT/REWARD: BAD EXAMPLE This sign is high effort/low reward. It

is difficult to read because it relies entirely on text that spans from top to bottom and left to right to communicate with the audience.

All text is given equal importance by making it relatively the same size. It is difficult to know where to look first.

There isn’t enough whitespace used to emphasize one area of text.

EFFORT/REWARD: BAD EXAMPLE This magazine layout is high effort and low

reward. The text is too close together to make it readable.

The image of text on a text-heavy page makes reading the article seem even more daunting.

The black and white images with black and white text only emphasize the business of the page.

Event thought this quote is in a section apart from the rest of the text, it is still lengthy and increases the amount of effort it would take to read the page.

There isn’t enough whitespace used between paragraphs and lines to emphasize one area of text.

THEME: GOOD EXAMPLE The theme of a dairy is communicated

through color choice.

The twine is an element induces historical nostalgia that reminds the audience of the “good ole days” and moves the reader from the business card to the green text. The business card, with a more modern feel, contrasts with the twine and communicates a modern resurgence of country-fresh farm products.

The earthy, brown packaging materials used in this advertisement reinforce the message of an “all natural” dairy.

THEME: GOOD EXAMPLE The title “Fish Fry” is the largest text

making it one of the first things an audience sees on the page.

A blue, white, and gray color scheme implies that the fish are fresh from the ocean. The darker blue color makes the center text look like its on a sign.

Simple fish graphics are swimming toward the sign and are repeated to reinforce the fish fry concept in a tasteful and professional manner.

THEME: BAD EXAMPLE Using more than two fonts doesn’t reinforce the tone

communicated through fonts.

The flyer is a jumble of fonts, colors, and images. It doesn’t effectively communicate one theme.

Although a photo of an elephant and heart images can be effective, the repetition of both is excessive and confusing to sift through.

A definite color theme hasn’t been selected. A variety of pinks, purples, blues, black, grays, reds lacks focus.

There is too much text on the flyer. Stronger words could be used to communicate theme.

THEME: BAD EXAMPLE The theme is professional website

design for businesses, but the color

swatches and pencils make the design

look like an interior design project.

The image of the website on devices

is small, but should be the focus of

the theme.

The words “Establish Your Online

Business” reinforce the theme, but

they are smaller than “Eye Catching.”

PICTURE VERBS/CONCRETE NOUNS: GOOD EXAMPLE

The theme of the sign implies that women shop and men are the target audience that make purchases. Although this fact may be arguable, the words on the sign are effectively grouped next to pictures.

The sign plays off of the verb “into”; stating that each group is “into” something different, but implying that you should get “into” their furniture. Although the verb “into” isn’t used only in one visual way, using the verb in three contexts boosts its effectiveness.

The concrete nouns “leather” and “margin” effectively contrast two perspectives and are stronger than saying “chairs” and “money.”


The picture verbs and concrete nouns highlight a single exhibit in the museum. Since the museum is familiar to the area, it is okay to focus the message on the single exhibit to communicate excitement about new content at an established museum.

The concrete noun “Mastodon” is enlarged and extended across the billboard to show its size. It’s also a better word choice than “Woolly Mammoth” because one word produces better emphasis.

Vanishing is an effective picture verb highlighted even further through the choice of white text (absence of color) on the billboard..


Picture verbs and concrete nouns enhance the images on the bottles instead of supplement them. Actually, the words are placed on a clear bottle, directly on the oil itself to enhance the connection.

“Infused” is a picture verb that implies placing one item in another. This concept is shown through the bottle’s packaging - The oil that shows through the clear bottle paired with the image of the chili, lemon, or mint is connected through the word “infuse.”

“Olive Oil” labels the contents within each bottle. The words are paired with either “chili,” “lemon,” or “mint” to clarify the available oil choices. The terms are precise.

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PICTURE VERBS/CONCRETE NOUNS : BAD EXAMPLE

Since “gifts” is a vague term,

repeating it is ineffective. Concrete

words to represent gifts should be

used.

Using the word flowers on top of

pictures of flowers isn’t as

effective as describing the

impact of flowers through picture

verbs. People buy flowers for people,

not for flowers.

PICTURE VERBS/CONCRETE NOUNS : BAD EXAMPLE

Pointy pencils coupled with the

concrete noun “Eye” doesn’t

convey webpage design skills.

The red picture verb “Catching” is

highlighted on the page and sits next

to sharpened colored pencils, color

swatches, and an image of electronic

devices. These don’t seem to be tools

to attract customers.

AUDIENCE: GOOD EXAMPLE The design is simple, but professional.

The shape of Oregon is used to highlight the

action-oriented word “go.”

The Oregon is moved toward the left edge of

the page to indicate movement and action.

The color green highlights the word “go.”

This sign is for action-oriented business

people.

AUDIENCE: GOOD EXAMPLE The sign is targeting Oregon State University

Students. This logo implies that the club is fun and professional. It uses the shade of orange used for Oregon State branding.

The image of the video game controller connected with the university title is fun and interesting. It’s appropriate for attracting gaming students.

The Latin words and laurel leaves carry a serious tone communicating that only those who are interested in the professional aspects of gaming should join.

AUDIENCE: BAD EXAMPLE Although the marketing needs to target

business professionals, the colored pencils against a random blue background seem to target artists or educators.

The largest, brightest image on the page is a set of colored pencils. This isn’t relevant to the topic of website design because it’s not recognized as a tool of website design. The computer and mobile device should be the focus.

Pairing the image of sharp colored pencils with the highlighted words “Eye Catching” seems more hazardous than helpful. This doesn’t engender trust with future professional clients. It doesn’t convey competency with web design.

AUDIENCE: BAD EXAMPLE The audience for this advertisement is

parents who purchase ORAcle books for children; yet, the picture shows a teenager, a different audience, reading the book.

The word “Your” could be removed because it targets the reader of the book instead of the parent who purchases the book. To target parents simply say “Get ORAcle” or “Get ORAcleToday.”

Since this particular book is more of a textbook, using the words “Engaging Reading” makes the product sound more like a magazine than an educational textbook.

VISUAL CONTEXT: GOOD EXAMPLE This picture is easy to understand at a

glance. Since this is a children’s museum, a picture of a child heightens visual context.

In this photo, museum is used as a verb (As in, “My child museums”). The child in the photo is actively experimenting.

The word reinvented is paired with an image of a child who is participating in a scientific experiment. The smile shows positive results, but the marks around the eyes indicate that everything is trial and error.

The red in the beaker matches the red in the OMSI title reinforcing OMSI as an a place children can experiment.

VISUAL CONTEXT: GOOD EXAMPLE The picture on the billboard shows the

results of a theft and is relevant to the topic at hand.

It looks like this particular picture matches the architecture of a local park. Similar trees and brick paths are part of this area in the city. The relevance of the message to the area is even clearer because of this.

The billboard is placed in the city where there is a high crime rate. Visuals in the environment are part of the overall message.

VISUAL CONTEXT: GOOD EXAMPLE The relation of the background image

to the magazine is strong. Not only is

this an entrepreneur, there is an article

about him in the issue.

The title of the article overlaps with

the person highlighted in the article.

Visual context could be strengthened if

the background included a picture of

the entrepreneur in action, in his office

or with his company instead of just

sitting and smiling in a random chair.

VISUAL CONTEXT: BAD EXAMPLE

Giving an example of the survey

topics and fake answers instead of

using an image makes the

advertisement text heavy.

The image of fake survey answers

are also very negative. They do not

add to the overall design or message.

VISUAL CONTEXT: BAD EXAMPLE

Although the images and shapes are connected to the

message in some way, the excessive use of hearts and

images of an elephant do not communicate as effectively as

one centered image. In fact, it may be confusing for the

audience to select which image is most important.

Images should be used to reinforce the message of the

piece. Instead this poster uses a crown to reinforce the

name of the elephant instead of the call to action or point of

the poster.

EMBELLISHMENT/ENHANCEMENT/EMBODIMENT: GOOD EXAMPLE

The message of the sign is enhanced

by showing the types of crops that

grow in the area.

The visuals of crops play off of the

words “A Place to Grow” and

effectively enhance the message on

the sign.


The magazine cover contains a

rendering of what the Big Bang

Theory could look like. By visually

representing the central article in the

magazine, the message is enhanced.


This sign visually communicates

the directions given through the

words on the sign. The image

enhances the image by showing the

consequences of an earthquake on

the area around it.

This makes the sign accessible to

individuals who speak different

languages. For this reason, the sign

may also be considered embodiment.


The scientific table of elements is

imitated in the middle of the sign.

Instead of adding information it is

reduced to enhancement.

Instead, the table could be arranged

visually showing elements of good

design instead of trying to

imitate scientific design. Although

the current table is visually

interesting, it’s not educationally

effective. Good educational design

should be both.

EMBELLISHMENT/ENHANCEMENT/EMBODIMENT: BAD EXAMPLE

Although the art has for separate

ends, it is difficult to surmise

whether or not the four-sided cross

symbolize the “4 Daughters”.

This is an example of unnecessary

embellishment. The message of the

sign could be communicated without

it.


The purpose of pink ribbons is to raise awareness for breast cancer. Turning the ribbon into a pair of legs is a poor attempt at using a body part to reinforce the image women. Although attempted, this is not an enhancement of the message.

The pair of legs doesn’t enhance the message of raising awareness for breast cancer.

Instead, altering the ends of the ribbon to look like legs changes a powerful symbol into unnecessary embellishment.

The white lines curving around the outside of the sticker is another element of embellishment.


The image of the tree is

unnecessary embellishment

because it doesn’t seem to

reinforce the message of the

advertisement.

Placing words inside the tree that

relate to the theme of the poster do

not help to make the image of

the tree relevant.

PROXIMITY: GOOD EXAMPLE The “S” connects the “OSU” to the

video game controller to reinforce the message.

The Latin words are paired with the laurel leaves to create a border with the bottom text.

The laurel leaves lead up toward “OSU”. Grouping information and leading the audience to view different informational groups through placement of text and images is something that this sign demonstrates.

PROXIMITY: GOOD EXAMPLE The title text is easy to read because it

is centered and grouped close together.

The words reinforce the message of traveling a trail. Each word is slanted upwards in groups.

The word “The” is intended to be the beginning of the trail and is grouped with “Oregon”.

Arrows are placed before and after “Distillery to remind the audience of the type of trail.

PROXIMITY: BAD EXAMPLE

Placing the image of the beaver at

the top of the sign is problematic

because the sign does not discuss

beavers.

Text could be divided into

sections with subheaders to make

it easier to read.

PROXIMITY: BAD EXAMPLE This flyer appears to be

disorganized and difficult to read because elements are randomly placed on the page below the title.

It would help to increase the whitespace by moving elements further apart.

Elements could be better grouped together in sections. For example, the information on the hearts could be gathered together.

ALIGNMENT: GOOD EXAMPLE The title text is highlighted by

placing it at the top and centering

it.

The sections relating to content

within the magazine are left

aligned on different parts of the

page. This reinforces the sub-

themes relating to the central focus

of the magazine.

A reader of this magazine would be

able to quickly locate content

because left alignment makes the

text legible.

ALIGNMENT: GOOD EXAMPLE This sign is visually interesting

because the three words are aligned according to the rule of thirds on the vertical and horizontal areas of the page.

Each of the three words is sized to maintain consistent alignment on both sides of the text. Since the middle word is smaller it is emphasized through the use of a larger font. This type of alignment also helps the sign to look professional.

ALIGNMENT: BAD EXAMPLE The title text is too close to the top of the

page. It should either be centered on the page or left aligned with the text so it doesn’t seem to be floating off into space.

The alignment issues in this article make it overwhelming to read. One issue: this article doesn’t have enough spacing in between paragraphs and lines.

The text flows from the top of the page to the bottom of the page. The text should be aligned in a way that gives it more whitespace.

Another whitespace issue that could be fixed with better alignment: There is very little padding around the pictures. The center margins are too close together.

ALIGNMENT: BAD EXAMPLE

This sign is difficult to read because it

mixes center alignment with

right alignment.

Center alignment is especially

confusing when trying to

differentiate between the main

header at the top and the example

reviews below it.

REPETITION: GOOD EXAMPLE

The sign repeats the name of the

attorney through the visual of the

scales. The visual is carefully chosen.

Although there are a variety of scales

that could have been selected, the

designer selects the scales of justice

to reinforce the message that

Donald L. Scales is a lawyer.

The office name and location is

reinforced by using the same font. In

this case, the repetition of font

choice adds visual interest and

improves legibility.

REPETITION: GOOD EXAMPLE

The colors of the beans are repeated

throughout the multi-colored words

“The” and “Vegan” – This is an effective

way to link the food to the title.

The image is visually appealing because

the type repeats colors in the image.

The greens, mauves, and browns reinforce

the “earthy” tone. The message that is

conveyed is one of health through all-

natural food.

REPETITION: BAD EXAMPLE The repetition of the red color isn’t

the best choice because it de-emphasizes the rose. Using a white background would help the rose to stand out.

The repetition of the rose shape in the alignment of the body text makes the text is difficult to read.

The repetition of the rose shape in the space between the rose and the body text also creates insufficient whitespace needed to emphasize one area of text.

REPETITION: BAD EXAMPLE It is clear that the sign is about elephants

and some sort of love because of the four

elephant images and multiple hear images.

Still, repeating hearts and elephants does

not communicate a compelling

reason to participate in the bake sell to

help Prince. It is confusing to look at.

Although the central picture of the elephant

is the most visually interesting, it isn’t

necessary to repeat the image throughout

the page to emphasize it’s equal

importance.

Repeating hearts doesn’t help focus

the audience on the most important

message first.

CONTRAST: GOOD EXAMPLE

The word smoke embodies the

concept. This sign effectively

contrasts a smooth white texture

at the bottom of the word “Smoke”

with the dissipating text at the top

of the word.

Contrasting black background and

white text draws attention to the

words and message.

CONTRAST: GOOD EXAMPLE This sign uses contrasting color to

effectively communicate the restriction on smoking. The immediate image of the black cigarette with the red line through it quickly communicates the central message through enhancement.

This sign is easy to read because the large title text contrasts with the smaller text.

Whitespace also contrasts with text to make the text stand out.

The contrasting colors, red and black, emphasize “Oregon’s Workplace Law” and connect it to a contrasting symbol for no.

CONTRAST: BAD EXAMPLE

The blood red background with a red rose on top of it does not emphasize the flower. Contrasting the flower with the background would better help to connect the sign with a floral shop.

There is a difference between intentionally using different objects and words for contrast, but the inconsistent use of the word “and” and “&” does not help with contrast.

There isn’t enough whitespace used to contrast the body text with the title text.

CONTRAST: BAD EXAMPLE This sign is difficult to read because

the smaller sections of text are gray

on a gray background.

The section of white text presents

particular legibility issues when it is

placed against the white shirt of the

background image. This is a problem

because it communicates the

purpose of the issue.

COLOR: GOOD EXAMPLE The high contrast colors add interest to the

design. The colors also help reinforce the core message of the piece. Black and white are used around the edges of the card and on the name “Oregon Dairy” and “Farm Fresh” and “Family Fun” and reinforce the idea of country-fresh farm products.

The market, restaurant, and gift shoppe are effectively connected to the rest of the design through the contrasting red and green colors. Repeating green in the grass and on the subtext emphasizes the home-grown products. Using red in the barn and on the words “The Market” again reinforces the idea of farm fresh.

COLOR: GOOD EXAMPLE

This Oregon State club follows brand

guidelines for color. For this reason, color

reinforces brand. So, in this instance,

color connects the club to a larger

organization.

COLOR: BAD EXAMPLE

This design doesn’t seem to communicate

sports. The colors selected aren’t’ traditionally

associated with sports. The colors are also

excessively bright.

COLOR: BAD EXAMPLE

Although the triad color scheme is

attempted, the designer chooses to use

two variations of the yellow color. This

makes the design seem busy and less

organized.

There are also two variations of the red

color. The different shades of red are more

pronounced. This affects the message

because it looks less visually appealing and

organized.

STYLE: GOOD EXAMPLE

This is a good example of font “traveling”

around the sign to reinforce the concept

of the Oregon trail. The typeface is

elegant, but bold. The makes the font

legible.

The concept of the trail is further

communicated by placing the sign on the

surface of the trail. The border around

the logos appears as a trail.

STYLE: GOOD EXAMPLE This design works. High

contrasting colors (red and green, and black and white) and textures (smooth wrapping, rough string, and a raised card) add visual interest and remind the viewer of common themes and materials from farm life. This helps communicate the authenticity and value of the all-natural farm products sold by the company. It also helps that the acutal gift card wrapping is displayed.

Round and arched shapes contrast

the straight lines. The arched “The

Market” repeats the rounded

design of the cow spots and green

grass lines and contrasts the

straight lines of text.

STYLE: BAD EXAMPLE

This design does not communicate fun

& excitement. The image is

aesthetically pleasing, but the

landscape image without cars and

people makes the city look like a

ghost town.

The text is plane, white, simple, and

centered on the page. The designer

could experiment with color,

alignment, and proximity to make the

words on the page more interesting.

STYLE: BAD EXAMPLE

The curled, uneven letters do not lend

the topic “Your Rights as a Worker” the

serious consideration that it deserves.

The bright colors and cartoonish shapes

make the topic seem fun, but

unimportant. There also doesn’t seem to

be a foundation for the color choice.

I’m not sure what these shapes are or

what they have to do with worker’s

rights.

TYPE: GOOD EXAMPLE

This button is well-designed. The large,

bold text emphasizes the call to action

“Vote.” The typeface with thick, bold

letters is easily read from short

distances.

The sharp corners on the letters

mirror the corners on the stars.

Straight lines, and no-nonsense edges

are on the font and stars shapes are

an effective way to reinforce the them

of the button through typography.

TYPE: GOOD EXAMPLE

The font is eye catching - It looks like it is exploding off of the page. Large, red letters emphasize the feeling of movement by placing weight on the vertical part of the typeface and lengthening the horizontal marks on each letter.

The message is emphasized through

contrasting font types. The arching

title font embodies the raffle ticket

and contrasts with the blocky subtitles

and text.

TYPE: GOOD EXAMPLE

The lowercase letters are understated and simple. Yet, the

rounded corners communicate and informality that would not

be emphasized by a typeface with sharp corners and hard

edges.

Imperfection is emphasized through the break in font pattern

and the spacing and slant of the last two letters in the word

“imperfecle.” The alignment of the final word in the sentence

is different than the rest of the letters resulting in an emphasis

on the word. The letters and font are reinforcing the theme of

the piece by demonstrating a that mistakes are easily made.

TYPE: BAD EXAMPLE

The typography doesn’t match the mood of the presentation topic. Using a no-nonsense font is fine for formal topics. Instead, the designer could select a typeface with more weight and rounded letters. The font type and color could mirror the shapes and colors in the supporting photo.

Since this is a PowerPoint presentation, legibility is important. Using a white font color against a background with white diagonal marks makes the words difficult to read. This problem may be even more pronounced for those sitting in the back of the room.

TYPE: BAD EXAMPLE

Placing the letters within words and

between words equal distances apart

causes problems for this sign. The kerning

should be lengthened between words to

de-emphasize the “F” with the “ART.”

The blue coloring that begins at the black

letter “F” and encircles the “AR”

augments the spacing issue because

emphasizes the connection between the

“FAR.”

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