Design Principles

Understand business publications

Slide 1

Slide 2

Six Principles of Design

1. Balance

2. Proximity/unity

3. Alignment

4. Repetition/consistency

5. Contrast

6. White space

Balance

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Graphics don’t overpower textPage is not too heavy on one side or the

othersuch as, putting matching text boxes at

the top and bottom of a publicationExample:

http://www.ithinktoo.com/Design1/balance/balance_example/balanceeg.html

Slide 4

Proximity/Unity

Distance between elements on a pageUsed to demonstrate a relationship or a

lack of relationship between elementssuch as, you must put captions (text) next

to the related photograph

Example: http://www.ithinktoo.com/Design1/Proximity/proximity_example/proximityeg.html

Slide 5

AlignmentJustification of elementsRelated items should be justified the

same to emphasize their relationship to each othersuch as, the text giving the location, date, time, and

cost of an event are all CENTERED on a flyer

Example: http://www.ithinktoo.com/Design1/alignment/alignment_example/alignmenteg.html

Slide 6

Repetition/ConsistencyConsistent pattern of font and color

schemes and graphic types; repeated fonts, color schemes, or graphics1. Specific font, size, and style for headings,

subheadings, and body text.

2. Do not mix photographic images or digital and cartoon images on the same page.

Scheme - a planned combination of elements, such as a combination of font styles and sizes

Repetition/Consistency (continued)

Scheme examples:In a publication:

all the Headings are keyed in 14 pt. Arial font and

the Body is keyed in 12 pt. Times New Roman fontor all the text is in the same font type/style

The graphics that are used all relate to the topic of the publication

Example: http://www.ithinktoo.com/Design1/repetition/repetition_example/repetitioneg.html

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Slide 8

Contrast

the use of color and size to emphasize the most important elements on a pagefor example:

Use black font on a light pink colored pageUse white font on black paperUse light gray on dark blue

Example: http://www.ithinktoo.com/Design1/contrast/contrast_example/contrasteg.html

Slide 9

White SpaceWhite space is: blank or negative space on

a pageUsed to give the reader’s eyes a breakUsed to focus the reader’s attention on important

details

White Space does not have to be whiteExamples of White Space:

Using wide margins to create white space• An example of poor use of white space: putting text

boxes in the margins of a publication

Example: http://www.ithinktoo.com/Design1/white_space/whitespace_example/whitespaceeg.html

Publications

Understand business publications.

3.02 Understand business publications. Slide 11

What type of publication should you use?

The type of publication depends upon the Purpose of the communication and the Characteristics of the Target Audience.Why and what do you need to communicate?

To whom are you communicating?

3.02 Understand business publications. Slide 12

Classify the Purpose

3.02 Understand business publications. Slide 13

What’s the Purpose?To identify and provide contact information for a business or individual.

To advertise/communicate information about a one-time upcoming event

To educate, inform or advertise about a specific topic

To provide informational updates to a specific club, group, or organization on a regular basis – weekly, monthly, quarterly

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3.02 Understand business publications. Slide 14

Now let’s practice!

Let’s see if you can determine the type of publication that is best suited for each scenario in the next activity.

3.02 Understand business publications. Slide 15

Use a Business Card

or Letterhead Stationery

Back

3.02 Understand business publications. Slide 16

Use a Flyer

State Soccer PlayoffsLake Norman HS

November 15, 2009Asheville, NC

7:00 pm

Pay $10 to ride the bus

Back

3.02 Understand business publications. Slide 17

Use a Brochure

Back

3.02 Understand business publications. Slide 18

Use a Newsletter

Back

3.02 Understand business publications. Slide 19

Business CardA publication that contains contact information for

a business or individual.the contact information often includes the name,

address, phone numbers, email address, web address, and a logo or picture.

Used to help its recipients remember you or your business typically includes the contact’s name, company, logo,

address, telephone and cell phone numbers, email address, and fax number

Some cards include a photograph

Back

3.02 Understand business publications. Slide 20

Letterhead StationeryThe phrase letterhead stationery implies the use of a

heading at the top and sometimes also at the bottom of a letter.

Letterhead Stationery is used by businesses, organizations, or individuals to communicate a message and relay contact information. The Letterhead usually includes the name and logo of the

company or individual, the address, phone numbers, email address, website, and fax number.

When a Letterhead is used with a Business Card and envelope, the color scheme and graphics should be consistent and complementary.

Templates and wizards are commonly used to create letterhead stationery.

Back

3.02 Understand business publications. Slide 21

FlyerA one-page document used by a business or

individual to advertise or provide information about a one-time upcoming event.Examples: a play or a PTSA meeting

Typically used to convey information that is temporary in nature and has a short life span.

Advertises a single event and is used for a one-time purpose.Distributed via an attachment to email, by posting on

bulletin boards or telephone poles, or handed out on the street.

Back

3.02 Understand business publications. Slide 22

BrochureUsed by an organization or individual to inform or advertisesuch as, a description of the AP program at a school, or

the pathways within each career cluster, or a course description for Computer Applications, and product descriptions

Used to provide information, educate, or advertise a specific topic or product

More long-term nature than that of a flyerDescribes a single entity in detail

such as, a course or a product or service A short publication, generally printed on higher grade paper than

a flyer, which employs the use of color and graphics. May be in single-sheet form, printed front and back for bi-fold or tri-

fold presentation, or they may be printed in booklet sheet form

Back

3.02 Understand business publications. Slide 23

NewsletterA publication created by a business or individual that is

distributed on a regular basis – weekly, monthly, or quarterly

Used to provide informational updates to a specific club, group, organization, agency, or business

Describes a variety of events over a specific time period

Usually tailored to a specific group

Typically formatted in columns with side headings, graphics, and text boxesExamples of uses of newsletters include the PTSA

newsletter published at your school, those distributed by churches, and those used to convey the news and events of the Boys and Girls Clubs

Back

The Target Audience

Understand business publications.

24

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Traits of the Target Audience

Once the type of publication is determined, the next step is to examine the Target Audience.

Knowledge of the Target Audience is critical to effective communication through publications.

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Traits of the Target Audience

The identifying characteristics of the Target Audience provide the “hooks” for grabbing their attention by appealing to their

• Age• Ability• Special interests, and• Group Membership

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Traits of the Target Audience

Although a Target Audience can be characterized by many traits, we will only cover the following four in this objective:AgeEducational background (ability)InterestsGroup membership

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Age of the Target AudienceWhat is the general age group ?

ElementaryPreteenTeen Young adultMature adultSenior citizen

1. Is the publication being prepared for young children to entertain them and tell a

story at a birthday party?

2. Is it for a classroom to inform students about a topic?

3. The age of the Target Audience will assist in choosing Design Elements that will be used in the publication.

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Age of the Target Audience

Look at the two versions of an elementary

school flyer and discuss which one is more

appropriate. Version A or Version B?

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Educational Backgroundof the Target Audience

What is the general Education Level of the Target Audience? If it can be defined, knowledge of the

Educational Background will determine the amount of text, word choices, and amount of graphics used in the publication.

Remember, less is more! Be concise and get to the point.

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Educational Backgroundof the Target Audience

If you think back to the previous flyers of the elementary school, what do you think about the educational level of the Target Audience? Can the audience read well?

Their vocabulary is probably limited, so more age appropriate graphics were used to convey the message than text.

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Common Interestsof the Target Audience

Does the Audience (group) as a whole share Common Interests, such as knitting, doll collecting,

bowling, stamp collecting, kayaking, or

fly fishing?

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Group Memberships

Special Interest Groups Boy Scouts FBLA Gaming Gardening Harry Potter

Other Groups Religious Ethnic Political Sports Sorority or Fraternity

Is the Target Audience a member of a particular

group?

Does the Audience share similar Group Memberships?

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Let’s get to work!

Use your new knowledge about the Target Audience along with Design Principles in the next activities to develop some publications!

Slide 35

Elementary School Flyer Version A

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Elementary School Flyer Version B