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    Content is Kinge designers one essential tk to interpretand communicate the content

    DESIGN THEORY 101:

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    Design studios formal mission statement targetingbusiness leaders who are looking to bring their compan

    out of the analog-only world.

    CONTENT:

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    Elegant, simple and large pe that intentionally mhes wirregular shapes to reinforce their grp on the tension be

    old business and new technology.

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    Playfully themed lm festival for horror entertainment entsupporting local business and the common good.

    CONTENT:

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    Decorative, sketched pe at varying sizes and angles create a

    dynamic without being overtly dark or graphic, so to remain

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    Audience: Age? Race? Gender? Cultural Nich

    Tone: Casual? Formal? Friendly? Sarcastic?

    Purpose: Informational? Conversions?

    Aributes that Inuence Design

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    CHAPTER 1

    Typography

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    Typography

    Sle GuideReference document with sles for multipleinstances throughout your application

    LETS CREATE A

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    Headline Text

    B-Head (Or Sub-Head) Text

    Nav Item 1 | Nav Item 2 | Nav Item 3

    Byline Text on July 5th, 1987

    This is body copy. Lorem ipsum dolor sit amet, con-

    sectetur adipisicing elit, sed do eiusmod tempor incid-

    idunt ut labore et dolore magna aliqua. Ut enim ad

    minim veniam, quis nostrud exercitation ullamco

    laboris nisi ut aliquip ex ea commodo consequat.

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    Just Plain Awful

    Typography

    Good fonts are oen taken for granted with the thousandeily availablefonts. Invest the time to choose goopefaces that will really complement the content well

    SOME FONTS ARE

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    Verbal Visuale reader surveys the overall graphical paerns of the

    page, and then parse the language and read.

    TYPOGRAPHY IS BOTH

    Typography

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    Serifs are the small lines tailingom the edges of leer

    Typography

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    Typography

    Classic TraditionalHUMANIST

    Great for journalm or htorical applications

    Emulates Calligraphy contrasting strokes

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    Typography

    Great for traditional academia and legal applications

    TRANSITIONAL

    Strong, Slish, Dynamic

    Sharper serif

    More contrasting strokes

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    Typography

    Great for arts and culture a lications

    MODERN

    Structured, Clear, Elegant

    Thin, horizontalserif

    High contrast stroke

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    Typography

    Great for marketing and promotional applications

    EGYPTIAN (SLAB SERIF)

    Authoritative, yet iendly

    Heavy, boxyserifs

    Very Low contrast stroke

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    Fonts that lack serifs are called sans-serif

    Typography

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    Typography

    Great for government or education applications

    HUMANIST SANS SERIF

    Tension ben perfect and imperfec

    Emulates Calligraphy

    contrasting strokes

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    Typography

    Great for technology or transportation applications

    TRANSITIONAL SANS SERIF

    Unassuming Modern

    Upright, uniformcharacters

    Strong strokes

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    Typography

    Great for a science or architecture application

    GEOMETRIC SANS SERIF

    Strict, Objective Universal

    Geometric shapes form thebackbones of the letters

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    Mimics handwriting or calligraphy

    Typography

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    Typography

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    Comic Sans a script font, and shouldnever be used for body copy

    Typography

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    Typography

    Mix MingleWhile one peface oen enough, adding

    another peface can create a beautiful effect.

    FEEL FREE TO

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    Using a serif for headline text and sans serif for body copy vice versa the simplest way to mix pefaces.

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    Typography

    From The Same Style

    ese fonts are too close to one another to really look goo

    DONT CHOOSE TWO FONTS

    Epic (HGaramond

    (Humanist serif)

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    Typography

    From The Same Clas

    Unless you really know your pefaces, its difficult to choo serifs oro sans that actually complement one anoth

    GOING FURTHER, DONT CHOOSE TWO FON

    Epic (H

    Agora

    (Slab Serif)

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    Typography

    Find a Similar Trait

    Using fonts that share one thing in common but are otherdifferent (like a humant sans and serif) creates a great pa

    WHEN MIXING CLASSES

    Epic (Humanist

    Myriad (Humanist Sans)

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    Typography

    Be Largely Abstract

    Like theseo fonts, that were both designed by Eric GiSimilarities in chronology, vual details or peface desigben otherwe different fonts create great pairings

    THAT TRAIT CAN EVEN

    Perpetua (Transitiona

    Gill Sans (Humanist Sans)

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    Typography

    Contrast Over HarmoA good rule to follow when searching for pefaces to use alo

    each other: Kp it exactly the same or change it a lot

    STRIVE FOR

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    TypographyA geometric sans used sparingly headline and pull-quote t

    transitional serif body-copy creates a great pairing

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    TypographyUsing a script next to a geometric sans aboutmuch contrty

    variance in handwriting vs. the objectiviof shapes can be s

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    Typography

    Single Typeface is Ok

    Many font families are versatile enough to only use oyour entire project. For the beginning designer, th

    DONT FEEL OBLIGATED

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    Typographye entire Code School site designed using the different we

    just one sans-serif font family.

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    Typography

    Use Web Licensed Fonen use a font-face generator to prepare all the css

    includes andles for use in your project.

    DONT BE A PIRATE

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    Type SizeOnce weve selected a font, we nd to set the sizes in ouguide. Butrst, lets take a quiz.

    STEP TWO

    Typography

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    WHAT DO YOU SEE?

    Two squares? A blue and a grn square? A big and a small s

    Typography

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    Its How We ProcesWe relate thto that in order to understand things

    HUMANS CREATE RELATIONSHIPS

    Typography

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    Visual HierarchyCreate vual relationships ben elements in your desthat users can latch on to. If they cant latch on, theyll le

    ESTABLISH

    Typography

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    Informative site promoting a new ist on atraditional everyday food item, dipping sauce.

    CONTENT:

    Typography

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    Typography

    Use large, handwrien pe and lifelike photographielements strewn about in an apparently chaotic manne

    order to add vual intrigue to a mundane item.

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    Differences in Sizee eye naturally movesom big elements down to the sm

    elements, and helps users process the content

    VISUAL HIERARCHY 101

    Typography

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    Difficult-to-processsea of text

    Typography

    Variance gives a

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    Variance gives auser somethingto latch on to

    Typography

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    Headline Text

    B-Head (Or Sub-Head) TextNav Item 1 | Nav Item 2 | Nav Item 3

    Byline Text on July 5th, 1987

    This is body copy. Lorem ipsum dolor sit amet, con-

    sectetur adipisicing elit, sed do eiusmod tempor incid-

    idunt ut labore et dolore magna aliqua. Ut enim ad

    minim veniam, quis nostrud exercitation ullamco

    laboris nisi ut aliquip ex ea commodo consequat.

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    Seing Body Copyere no golden standard, good designers advocate for b

    copy anywhereom 16 - 26px

    START WITH

    Typography

    W ll

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    Well-respecuses 1

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    Huge pe is annoyinFor thcourse, were going to suggest 16px the ideal b

    copy size. Weigh each ce individually.

    PERSONALLY,

    Typography

    B d

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    Body c

    Headline TextB-Head (Or Sub-Head) Text

    Nav Item 1 | Nav Item 2 | Nav Item 3

    Byline Text on July 5th, 1987

    This is body copy. Lorem ipsum dolor sit amet, con-

    sectetur adipisicing elit, sed do eiusmod tempor incid-

    idunt ut labore et dolore magna aliqua. Ut enim ad

    minim veniam, quis nostrud exercitation ullamcolaboris nisi ut aliquip ex ea commodo consequat.

    Body copy at 150%

    Body copy at 1

    Body copy

    Body copy at 75%(2-4 px smaller)

    Typography

    Leading is the ambetween lin

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    between lin

    Leading that is tonegatively affects re

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    t t

    Leading that is too tight can create aclaustrophobic feel and rush the reader

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    claustrophobic feel and rush the reader

    Typography

    Good leading is around 120-150%of the body copy size

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    Typography

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    Typography

    line-height: 1.5;

    SET LEADING RELATIVELY

    sets the leading to be 150% of the body copy, so yodont have to re-adjust if the font size changes.

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    Use Bold/Italic WeighDifferent weights add emphand intrigue.

    ANOTHER VISUAL HIERARCHY TOOL

    Typography

    Too much bold canmuddy your hierarchy

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    Typography

    So can weights that goagainst the natural value

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    Typography

    against the natural value

    Use a less is more approach toreally enhance your hierarchy

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    Typography

    y y y

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    Line-WidthNEXT UP:

    Typography

    Lines that are too short aredifficult to read

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    Typography

    t t

    Lines that are too long arealso tough to read

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    Typography

    also tough to read

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    Measured in CPL

    Characters per line, 50-70(including spaces) optima

    LINE WIDTH IS

    Typography

    55-65 CPL

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    Typography

    As the type size in

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    Typography

    As th typ s z line-width also inc

    the CPL remains

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    IN THE CSS, USE

    Typography

    max-width: ;

    1000px

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    Typography

    55-65 CPL

    fon2

    630px

    Even though our browser window 1000px wide, our contenmax-width of 630px, in order to preserve optimal line-wi

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    Typography

    20-25 CPL

    font-size

    26px

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    Typography

    30-40 CPL

    font-size16px

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    TypographyWhen viewing on the desktop, the max-width set to730px with a font-size of 22px, averaging 70-80 CPL

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    TypographyBut on mobile devices, its 360px with a font-size of 19p

    Leaving us with an average CPL of 40-45

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    Save the Orphans

    And the Widows, they nd to be saved too.

    FINALLY

    Typography

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    Typography

    Widow :(

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    Typography

    Orphan :( :(

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    A Perfect SolutionEspecially when dealing with large blocof content, therealways a way to prevent it. Try eaking with font size, we

    line width or leading tox the problem

    THERE REALLY ISNT

    Typography

    Color you can touch

    COLOR THEORY 101

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    Colors

    Color you can touch Color you cant to

    Subtractive Color Additive Colo

    Vs.

    SUBTRACTIVE COLOR (CMYK)

    All colors mix to yield black

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    Colors

    Cyan ma

    yellow

    black

    ADDITIVE COLOR (RGB)All colors mix to yield white

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    red g

    blue

    white

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    Humans Process HSHue, Saturation, Lightness

    RGB IS HARD

    Colors

    Red (0)

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    Hue

    Green (120)Blue (240)

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    Saturation

    0% 100%

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    Lightness

    0% 100%50%

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    025%50%

    H:S:L:

    0100%50%

    H:S:L:

    0100%75%

    H:S:

    L:

    0100%

    25%

    H:S:

    L:

    Colors

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    HSL COLOR SPACE

    Colors

    e entire color space can bevualized in a 3D cylinder, letsat each dimension individually.

    Hue

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    Hue

    STEP ONE

    Colors

    Hue

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    Saturation

    STEP TWO

    0%100%

    Colors

    Saturation 0%100%

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    Lightness

    STEP THREE

    t t 0%100%

    0%

    Colors

    Try to

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    Try tovisualize

    the cylinder

    Colors

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    +

    0100%50%

    =H:S:L:

    Colors

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    + =H:S:L:

    Colors

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    + =H:S:L:

    Colors

    Brightness

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    Colors

    Lightness

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    A Color Scheme4-5 colors built into the sle guide

    NOW WE NEED

    Colors

    Headline Text

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    Colors

    B-Head (Or Sub-Head) Text

    !"# %&'( ) * !"# %&'( + * !"# %&'( ,

    !"#$%& (&)* +% ,-#" .*/0 1234

    (/$5 $5 6+7" 8+9": ;+=&*0 8+%5&8*&*-< >7$9$5$8$%? $*0 5&7 7+ &$-5

    =+7 *&=9+< $%8$7$7-%* -* #>6+ >#$A->: B* &%$= >7 =$%$= C&%$>=0 A-

    %+5*=8+ #>6+#$A-$9 &) &> 8+==+7+ 8+%5&A->*:

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    Colors

    A Base ColorDifferent colors create different moods.

    START BY SELECTING

    Ever seen this before?

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    Colors

    How about this?

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    Colors

    Eily grabs aention and evokes spd and energy.Heat, Passion, Excitement

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    Colors

    Associated with reliabiliand playfulnessWarmth, Vitali

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    Colors

    Represents sunshine, chr and happinessOptimism, Creativi

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    Colors

    Connotes growth, nature andeshnessSereni, Health

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    Colors

    Implies loyal, reliabiliand an open communicationSecuri, Truth, Stabili

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    Colors

    Can also mean royal, sentimental, creative and sophticaSpirituali, Intelligence, Wealth

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    Colors

    Conveys energy, fun and excitementYouthful intensi

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    Colors

    Represents age, stabiliand relaxationDurabili, Class

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    Colors

    Its serious, bold and strongPower, Drama

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    Colors

    Its message youthful, mild and pureSimplici, Cleanliness

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    Colors

    Kp Culture in MinDifferent colors mean different things to

    different demographics

    ALWAYS REMEMBER

    Conveys intensior energyWESTERN

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    Colors

    Good luck color

    CHINESE

    Color of mourningSOUTH AFRICAN

    Associated with communismRUSSIAN

    MONOCHROMATICAll colors have the same hue but vary in saturation brig

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    Colors

    201100%

    75%

    H:S:

    L:

    20159%

    26%

    H:S:

    L:

    201100%

    62%

    H:S:

    L:

    20130%

    32%

    H:S:

    L:

    Constant Hue

    ANALOGOUSColors adjacent to the be color on the hue spectrum

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    Colors

    166100%

    59%

    H:S:

    L:

    18677%

    53%

    H:S:

    L:

    201100%

    62%

    H:S:

    L:

    22278%

    51%

    H:S:

    L:

    Descending Hue Ascending Hue

    COMPLEMENTARYColors opposite to the be color on the hue spectrum

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    Colors

    201100%

    92%

    H:S:

    L:

    20171%

    37%

    H:S:

    L:

    201100%

    62%

    H:S:

    L:

    2185%

    34%

    H:S:

    L:

    Same Hue Opposite Hue

    Hue 30

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    ColorsComplementary Colors

    Hue 210

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    Colors

    Explore the World of CAn objectively correct color scheme can still suck

    THERE ARE MANY MORE

    COMPLEMENTARY

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    Colors

    Gross

    COMPLEMENTARY

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    Colors

    Dont have to be perfeUse the named schemesa be,eaknded

    COLOR SCHEMES

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    Color TypeMIXING

    Colors

    Type color must be high contrt on the background

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    Difference in ColorsLets look at Hue, Saturation Brightness

    CONTRAST IS THE

    Colors

    Hue 30

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    ColorsContrt of Hue

    Hue 120

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    Colors

    Contrt of Saturation

    210100%50%

    H:S:L:

    21050%50%

    H:S:L:

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    Colors

    Contrt of Lightness

    210100%75%

    H:S:L:

    210100%50%

    H:S:L:

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    Multi-facetedIts common to combine contrts of Hue, Saturation or Brig

    MOST CONTRASTS ARE

    Colors

    is is hard toread amirite?

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    Colors

    Contrt of Hue

    read, amirite?

    is is similarlyhard to consume

    OMG thatsmuch beer

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    Colors

    Contrt of Hue Brightness

    much beer

    Now my eyesdont hurt

    Even Beer

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    Colors

    Contrt of Hue, Saturation Brightness

    Fo Realz, yo

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    WCAG 2Web Content AccessibiliGuidelines

    THERE ARE STANDARDS FOR THAT

    Colors

    e best contrast

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    Colors

    Very simple, high-contrt colors are best

    Is black on white

    Same hue, high sa bright contrast

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    Colors

    Very simple, high-contrt colors are best

    bright contrast

    Are a close second

    If youre color

    bli d thi h ld

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    Colors

    Some colors are intrinsically tough for humans to differen

    blind, this should

    be especially

    tough for you.

    is is awkward

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    Colors

    Dontght nature

    Abraham Lincoln

    is is awkward

    Abraham Lincoln

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    Colors

    Youll lose

    Abraham Lincoln

    So much beer

    Whew

    Example text

    Warm Cool

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    Colors

    Warm cold colors dont contrt well for pe

    is geing tough to

    make up. Go away.

    Warm colors appear closer

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    Colors

    But work well to create depth

    So using background

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    Visual HierarchyUse the color differences weve learned to contribute

    to relationships ben elements on the page

    COMBINE COLORS TO REINFORCE

    Colors

    Background color darker, anchoring

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    Overlaying a paern and darkening the photo can reallytext stand out on the page

    TYPE IN AN IMAGE

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    Dont Do It

    Colors

    Unless its a picture of a cat thinking like a human

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    Colors

    A combination of analogcomplementary colors wenough contrt for text and backgrounds.

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    ComplemeHigh-contrasttext/bg colors

    LAYOUT

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    Visual Hierarchy, AgaArrange elements to engage and

    direct the users eye

    LAYOUT

    Layout

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    Layout

    Users start at the top lecorner of thepage and then scanom there.

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    Layout

    Start with placing the logo

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    Layout

    Navigation can be horizontal or vertical

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    Horizontal ideal for navigations with only a few item

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    ough vertical worwell in a similar fhion

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    Vertical great when youve got a lot of nested page

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    ough if you drop your horizontal below the logo, a tiesystem with lots of items work well

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    Layout

    Both layouts are great for drop-downs

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    LayoutAmazonsy-out vertical menu worvery well

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    LayoutESPN ha great horizontal drop down

    VERTICAL NAVIGATION

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    Isnt Really Used MucWhile it does work, make sure youve got a good

    reon to use it!

    VERTICAL NAVIGATION

    Layout

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    Layout

    e main content area can be under a horizontal nav

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    Layout

    Or next to a vertical nav

    MAKE SURE THE CONTENT

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    Reinforces the HierarcUse images that face in, place text appropriately, etc.

    Colors

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    Layout

    e eye will follow the directional cues of elements on the p

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    Layout

    Make sure directional cues point towards the content

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    Layout

    Making the contentrst and directional cues reinforce it

    Ext

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    Layout

    Secondary content should be smaller and relegated to the

    advcont

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    Layout

    Can also be broken into chunand placed under main co

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    Layout

    Footers anchor the page and provide quick-hit info

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    Layout

    No maer what layout, they should span the width of the p

    ITS ALL ABOUT

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    e Grid SystemA structural guideline for organizing elements on the pa

    Layout

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    Layout

    A system of horizontal and vertical lines

    columgutte

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    Layout

    e horizontal lines create columns with guers in be

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    Layout

    And are used to proportionately dtribute elements on the

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    Layout

    Vertical lines create a beline for text that should equal line

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    e Apple Store uses a grid system to organize their con

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    e Apple Store uses a grid system to organize their con

    GRIDS COME IN MANY

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    Shapes Sizes

    Layout

    960 grid system used to be the standard, but more andmore websites are leaving xed grids behind

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    Layout

    With axed grid, the browser can get bigger (or smalland the grid will remain constant.

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    Layout

    But auid grid grows (or shrin) with the browser win

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    Layout

    Columns are either added or dropped to beer serve that

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    Layout

    Use the grid to break the site down into manageable chu

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    Layout

    Use the grid to break the site down into manageable chu

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    Layout

    Use the grid to break the site down into manageable chu

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    e Apple store uses all thr

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    Layout

    !"#$%&'()

    #$%*"%*

    !"#$%&'()

    #$%*"%*

    !"#$%&'()

    #$%*"%*

    We can lay out all the elementsom the previous challeto the grid, giving order to the chaos

    !"#$%&'()

    #$%*"%*

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    Layout

    e grid versatile enough to accept all of the layouts wev

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    Layout

    Also, avoid cluer by respecting the guers

    h lf f h

    WERE ESTABLISHING RELATIONSHIPS

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    On Behalf of the Use

    Layout

    By adhering to the grid, were creating vualrelationships that make content eier to consume.

    h

    ABSENCE HAS PRESENCE

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    Incorporate Whitespa

    Layout

    Ample empspace around elements can increereadabiliand create a mood of elegance

    The plain area on an image with a strong

    focal point is whitespace

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    Layout

    Whitespace nt always white

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    Content site uses whitespace to draw user in without overwhe

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    Using whitespace on a high level ben major elements

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    But only if nuanced whitespace ben elements within containers

    B l All i

    YOUVE GOT TO

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    Balance All e ing

    Layout

    A good design a balanced design

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    Layout

    Symmetry

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    Symmetry portrays a sense of stabiliand trust

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    Overall paerns of symmetry create a sense of balance

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    Layout

    Asymmetry

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    An unrepeated large element creates ymmetry

    Gridadherencebrings truebalance

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    oughymmetry must still be balanced on the page

    The density

    on this sidebalancesthe page

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    Asymmetry demands aention and creates intrigue

    C ib B l

    ALL OF THE PRINCIPLES TOGETHER

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    Contribute to Balanc

    Layout

    Size, Color, Contrt, Alignment (grid), Whitespace(or lack thereofdensi) and Symmetry create balance

    Ch It

    IF YOU CANT DEFEND IT

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    Change It

    Layout

    Design with intentionali, the abilito defend yourdesign decions in a conversational manner. If you

    cant defend it, its probably not the right choice.

    E i t O

    ONE FINAL NOTE

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    Experiment Oen

    Layout

    erst solution rarely the best one, dont rush the pro