A little about me . . . • 10 + years experience graphic design and production – Magazine publishing – Book Publishing – Corporate Marketing
• Magazine Writing • Computer software/graphic design educator July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Basic Design If you learn how to think like a designer, you will be able to clarify your ideas and pull together the materials, services and software you need to make your concepts real. DIY: Design It yourself Editor Ellen Lupton
• Who do you want to speak to? • What do you want to say?
starting at the beginning July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Basic Design • Dissect your project?
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Basic Design • Brainstorm on paper
– Subject matter? – Audience? – Purpose?
Subject + Audience + Purpose = Voice July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
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Design Principles • • • • • • • • •
Layout Color Typography Hierarchy White Space Symmetry Contrast Images Scale
Color • Sets the mood, – – – – –
indicate subject area; red-power, blue conservative; green – environment or finances; yellow- happy, warm;
• Printing considerations
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Color • Too many colors can create visual overload. • Choose colors that represent you and your message. • Investigate the printing costs prior to designing your card. – 2-color or duotone printing is typically cheaper than 4-color or full-color. – Special inks, lithography (raised print) is more expensive July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Typography • There are several classes of typography. • The first class of typefaces we will cover are called Serif fonts. – Serif fonts are distinguished by the little accents and decorations that you see on the end of the lettering, like Times Roman,
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Typography • The art of choosing letterforms is integral to graphic design. It helps communicate the message. • Typography helps the reader or audience determine which information is most important. – This is done by alternating the • • • •
size, color, weight (bold) or Type style (italic, small caps, all caps)
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Typography • The second major class of typefaces are called Sans Serif fonts.
– Sans means without so Sans Serif fonts are marked by the lack of decorations at the end of Serif lettering. – Sans Serif fonts are normally very linear in their presentation. – You normally see this in Arial, Arial Black, and Helvetica.
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
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Typography • Most other fonts fall in the Decorative class. This includes cursive fonts, handwritten fonts and many others. • When selecting your fonts, remember to keep in mind the audience and message of your graphic design project. • Here are a few examples of fonts and potential applications. July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Typography • In this example, typography is used to run a quote of the design firm’s creative philosophy underneath the name on the web site. Because it is a light gray it does not fight for attention with the firm’s name; but it does cause the reader to be curious enough to read it.
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Hierarchy • Items that command our attention do so by: – – – – – –
Bolding; Placement; Size, Weight, Color Differentiation
Typography • Typography includes formatting words as an image. – If used properly, the words can communicate the message without adding an image.
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Typography • In this example the edge of the lettering is cut-off to help communicate the message.
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
White Space • Simplicity, • Minimalism – (what’s left out, control)
• i.e. title, text, captions, images July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
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Symmetry/Asymmetry • Symmetry: – designed on central axis where right mirrors left: • good for formal communication
• Assymetry – Is organic and creates tension and order through uneven distribution with balance of type, images and color in space; • Usually more attention grabbing July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Images • Brings materials to life; – Surprising angles, – Interesting cropping
• Pros and Cons of Stock Images • Selecting Images – Setting criteria • Istockphoto.com • Gettyimages July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Visual path
It is an idea not a thing based on perceptions and associations; influence not controlled; based upon product and visual communication.
• Focal point – Direct eyes to create • Balance • Tension • Movement
brands July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Successful Brands • Connects to audience – on emotional level – idea – way of life
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Value • Product positioning based on – target audience, – competition
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
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Visual Identity • Marketing initiatives – How will product be delivered? – What are business goals?
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Marketing • Compare to competition – Differentiation – Potential market
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Brand Identity
Business Cards, Logos Flyers, Postcards, Posters Websites, Blogs
• The visual language that a company uses to communicate with its audience. – Reflects marketing statement – Based upon your product or service
marketing materials July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Business Cards • Business and calling cards first appeared in seventeenth century England. Business cards were for advertising while calling cards were letters of introduction.
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Business Cards • Standard size/shape
– Try different sizes and shapes but make sure that it is a size that can fit into a business card holder, plastic sheets protector or wallet.
• Vertical card • 2-sided cards are good for dividing up information.
• Standard information – Person’s name – Company name – Address
• Set-up a postal mail box if you work out of your home
– Phone number – Email – Web address July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
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Business Cards • Consider how you plan to use your card: – Will it showcase your product or service? – Do you want to use it as a coupon?
Logos • Visual expressions that help shape your identity. • Corporate Identity combines visual elements into a single graphic that expresses your company’s distinctive characte. – This distinctive mark would be your logo.
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Logo & Process • A logo is a graphic that identifies a company, product or brand. A logo can be – typographic, – pictorial – abstract.
• Logo design can be divided into three distinct steps. – Research and Ideation – Design Development – Final Execution July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Logotypes • Most logos include typography. The font that represents your company. • Logos that are simply typographic representations are known as logotype. It can stand alone or work together with icons or symbols. July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Exercise Your Fonts
Icons & Symbols
• Type the name of your company, product or organization in several different fonts. • Combine the name with different symbols; try upper and lowercase letters. • Upper case give the feeling of being more formal, while lowercase is perceived as more relaxed or casual.
• Icon is an image that represents something based on similarity.
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
– Illustration of a male or female
• Symbol represents by association. – Recycle symbol
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
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Icons & Symbols • Start with icons and symbols you recognize but add a twist for your company logo. • Combine letterforms with graphic elements
Examples This is a Corporate ID project for a foundation that supports gay youth.
Logotype& Icon Logotype
Logotype & Symbol July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Carry your brand and Corporate ID over to your website presence.
• websites July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Websites • List top 3 to 5 goals of website • Describe intended audience • Diagram the hierarchy of your content • Find websites that you like • Write the copy and content • Select and digitize images July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
the creative process is 90% communication and 10% magic.
Technology alone, is not enough.
• working with a graphic designer July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
the process of design July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
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Communication •
The more information you can provide the better your graphic designer can serve you. Be as specific as possible. –
–
Provide samples of design, writing and marketing material that you like and even some that you don’t like, i.e. business cards, flyers, postcards, brochures, links to web sites. Bring your ideas about fonts or colors to your first meeting
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Initial Consultation • Questions to think about – Who is your target audience? Define the characteristics of them clearly. – What is your company’s mission and short-term and long-term marketing strategies? – What is the market opportunity? – What is the key message that you want to communicate to the viewer? (in three sentences or less) July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Initial Consultation – What response or call-to-action is needed? – What is your time frame? – What are people’s current opinions of the company or product? – What are its strengths and weakness?
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Initial Consultation – Who is your competition? Do you need to work with them or in opposition to them? – Can you reference any previous successful design solutions or campaigns? – Is there a particular approach you would like the designer to explore and why? – If you could say one word about your product or service, what would that be? – What differentiates you from your competition? July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
Initial Consultation – What are some key selling points? – What do you not want? Why? – Do you have available market research? – Are there any mandatory requirements for this project that we need to know? – What is the life expectancy of this project? How long is it expected to be effective? July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
The Design Process
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Your project starts at your first meeting where you share your vision for your design project. Clients ideas and vision are combined with market research. This can be a survey of competitors and the type of image they are utilizing.
The research and ideas are incorporated in a 1st draft. This normally includes two to three options.
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Client provides feedback. This is the time to make all major edits, alterations and comments! This feedback is used to produce a final comp. A comp is a graphic design term that refers to what a final design project will look like. This step can involve more quick consultations for ongoing feedback. This will result in one version for client to preview.
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The comp is then shared with the client for any final comments to this version of the project. No major alterations should be made at this stage. This would require a new contract or extra fee.
The final feedback is executed and the client is presented with their new marketing identity.
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
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Resources • Business Cards Printing – Uprinting.com
• Stock Photography – www.istockphoto.com – www.sxc.hu – www.Gettyimages.com
Resources • DIY: Design It Yourself, Editor Ellen Lupton (Book) • www.Logolounge.net • www.Coolhomepages.com
• Software – Microsoft Publisher – Adobe Creative Suite: InDesign, Photoshop, Illustrator, Flash, Dreamweaver July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
My Corporate ID Journey Butterfly communications
July 22, 2010 HULL HOUSE/SMALL BUSINESS CENTER
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