Design Principles

1. Design Principles Understand business publications

2. SixPrinciples of Design • Balance • Proximity/unity • Alignment • Repetition/consistency • Contrast • White space

3. Balance • Graphics don’t overpower text • Page is not too heavy on one side or the other • such as, putting matching text boxes at the top and bottom of a publication • Example: • http://www.ithinktoo.com/Design1/balance/balance_example/balanceeg.html

4. Proximity/Unity • Distance between elements on a page • Used to demonstrate a relationship or a lack of relationship between elements • such as, you must put captions (text) next to the related photograph • Example: http://www.ithinktoo.com/Design1/Proximity/proximity_example/proximityeg.html

5. Alignment • Justification of elements • Related items should be justified the same to emphasize their relationship to each other • such 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

6. Repetition/Consistency • Consistent pattern of fontand color schemes and graphic types; repeated fonts, color schemes, or graphics • Specific font, size, and style for headings, subheadings, and body text. • 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

7. Repetition/Consistency (continued) • Scheme examples: • In a publication: • all the Headings are keyed in 14 pt. Arial font and the Bodyis keyed in 12 pt. Times New Roman font • or 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

8. Contrast • the use of color and size to emphasize the most important elements on a page • for example: • Use black font on a light pink colored page • Use white font on black paper • Use light gray on dark blue • Example: http://www.ithinktoo.com/Design1/contrast/contrast_example/contrasteg.html

9. White Space • White space is: blank or negative space on a page • Used to give the reader’s eyes a break • Used to focus the reader’s attention on important details • White Space does not have to be white • Examples 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

10. Publications Understand business publications.

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.

12. Classify the Purpose Four Key Questions 3.02 Understand business publications.

13. What’s the Purpose? Click here 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 Click here Click here Click here 3.02 Understand business publications.

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.

15. Usea Business Card or Letterhead Stationery Back 3.02 Understand business publications.

16. State Soccer Playoffs Lake Norman HS November 15, 2009 Asheville, NC 7:00 pm Pay $10 to ride the bus Use a Flyer Back 3.02 Understand business publications.

17. Use a Brochure Back 3.02 Understand business publications.

18. Use a Newsletter Back 3.02 Understand business publications.

19. Business Card • A 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.

20. Letterhead Stationery • The phrase letterheadstationery 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.

21. Flyer • A 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.

22. Brochure • Used by an organization or individual to inform or advertise • such 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 flyer • Describes 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.

23. Newsletter • A 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 boxes • Examples 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 3.02 Understand business publications.

24. The Target Audience Understand business publications.

25. 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.

26. 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

27. Traits of the Target Audience • Although a TargetAudiencecan be characterized by many traits, we will only cover the following fourin this objective: • Age • Educational background (ability) • Interests • Group membership

28. Age of the Target Audience • What is the generalage group ? • Elementary • Preteen • Teen • Young adult • Mature adult • Senior citizen Is the publication being prepared for young children to entertain them and tell a story at a birthday party? 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.

29. 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?

30. 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, wordchoices, and amount of graphics used in the publication. • Remember, less is more! • Be concise and get to the point.

31. Educational Backgroundof theTarget 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.

32. Common Interestsof the Target Audience • Does the Audience(group) as a whole share CommonInterests, such as knitting, doll collecting, bowling, stamp collecting, kayaking,or fly fishing?

33. Special Interest Groups Boy Scouts FBLA Gaming Gardening Harry Potter Other Groups Religious Ethnic Political Sports Sorority or Fraternity Group Memberships Is the TargetAudiencea member of a particular group? Does the Audience share similarGroup Memberships?

34. Let’s get to work! • Use your new knowledge about the TargetAudience along with DesignPrinciples in the next activities to develop some publications! The End

35. Elementary School Flyer Version A

36. Elementary School Flyer Version B