5.1 | Design Basics

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5.1 Design Basics
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STEP 1 - LEARN

• Take notes on the following slides as you learn
  about the principles of design and typography.
• You will need to know this information for a
  scavenger hunt later during this class.

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The Principles
Contrast Harmony
Alignment
Proximity
They are important to remember. Always.
Simplicity
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The Principles
Contrast Harmony
Alignment
Proximity
They are important to remember. Always.
Simplicity
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The Principles
Contrast Harmony
Alignment
Proximity
They are important to remember. Always.
Simplicity
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The Principles
Contrast Harmony
Alignment
Proximity
They are important to remember. Always.
Simplicity
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The Principles
Contrast
Harmony
Alignment
Proximity
Simplicity
They are important to remember. Always.
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The Principles
Contrast
Harmony
Alignment
Proximity
Simplicity
They are important to remember. Always.
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The Principles

• Contrast
• One photo or area must be at least two times
  larger than the next largest shape. Headlines
  should be obviously larger than other text.
• Harmony
• Alignment
• Proximity
• Simplicity
• .

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contrast
Pantone Project, Paul Octaviours IL
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contrast
Pantone
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The Principles

• Contrast
• Harmony
• Every shape, color and font should be repeated
  at least once, usually more, on a design.
• Alignment
• Proximity
• Simplicity

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HARMONY
Les Miserables Movie
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harmony
Lake Sumpter Magazine Design by Jaime Ezra Mark
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The Principles

• Contrast
• Harmony
• Alignment
• Think grids. Think even spacing. Photos and text
  boxes should align even when on separate facing
  pages, otherwise known as a Double Page Spread.
• Proximity
• Simplicty

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alignment
Lululemon
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alignment
Lake Sumpter Magazine Design by Jaime Ezra Mark
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The Principles

• Contrast
• Harmony
• Alignment
• Proximity
• Similar ideas, concepts or topics should be
  closer to one another than unrelated ones.
• Simplicity

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proximity
Projectforawesome.com Design by Karen Kavett
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proximity
Design by Liz Rankin, Graphic Designer
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The Principles

• Contrast
• Harmony
• Alignment
• Proximity
• Simplicity
• Unnecessary visuals and text are eliminated, no
  matter how much you love them.

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simplicity
Starbucks Corp.
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simplicity
Heinz Ketchup
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WHERE DO YOU SEE CONTRAST?
Target Corp.
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WHERE DO YOU SEE HARMONY?
Target Corp.
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WHERE DO YOU SEE ALIGNMENT?
Target Corp.
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WHERE DO YOU SEE ALIGNMENT?
Target Corp.
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WHERE DO YOU SEE ALIGNMENT?
Target Corp.
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WHERE DO YOU SEE PROXIMITY?
Target Corp.
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WHERE DO YOU SEE SIMPLICITY?
Target Corp.
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Name those principles
Target Corp.
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Name those principles
Target Corp.
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Name those principles
Target Corp.
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TYPOGRAPHY

• Watch the video An Intro to Typography by Karen
  Kavett on YouTube.
• Review the following slides, taking notes so you
  can complete the scavenger hunt later.

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TERMS
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Type styles
SANS SERIF literally means without serifs.
Sans Serif type does not have feet on the
letters.
SERIF fonts have little feet on them. In general,
serif fonts are easier to read in long text
blocks.
Full of personality, DECORATIVE fonts should be
reserved for headlines and should be used in
moderation.
Traditional and classic, SCRIPT fonts are often
difficult to read, so they should be reserved for
headlines and used in moderation.
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Combining fonTs
Add energy with contrast
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Type sizes
Type is measured in points. It is measured from
the bottom of a descender to the top of an
ascender.
These are all 36 point type.
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Text alignment
JUSTIFIED
ALIGN LEFT
With his head in his hands and the sweat coming
down his face, sophomore Brandon Gonzales knew it
was all worth it when he placed third in the
district race. He finished with a time of 2006
to lead the junior varsity team.
With his head in his hands and the sweat coming
down his face, sophomore Brandon Gonzales knew it
was all worth it when he placed third in the
district race. He finished with a time of 2006
to lead the junior varsity team.
ALIGN RIGHT
CENTERED
With his head in his hands and the sweat coming
down his face, sophomore Brandon Gonzales knew it
was all worth it when he placed third in the
district race. He finished with a time of 2006
to lead the junior varsity team.
With his head in his hands and the sweat coming
down his face, sophomore Brandon Gonzales knew it
was all worth it when he placed third in the
district race. He finished with a time of 2006
to lead the junior varsity team.
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LEADING
NORMAL LEADING
EXPANDED LEADING
With his head in his hands and the sweat coming
down his face, sophomore Brandon Gonzales knew it
was all worth it when he placed third in the
district race. He finished with a time of 2006
to lead the junior varsity team.
With his head in his hands and the sweat coming
down his face, sophomore Brandon Gonzales knew it
was all worth it when he placed third in the
district race. He finished with a time of 2006
to lead the junior varsity team.
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Name that type
Reebok
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Name that type
Before After Magazine
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Name that type
Converse
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Put it all together
Pantone
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Put it all together
Pantone
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STEP 2 - PRACTICE

• Complete Activity 5.1 - Design Scavenger Hunt.
• Reference Jostens Adviser Staff Pinterest page,
  Internet searches, posters, magazines or books.
• Take photos, screen captures or pin your samples
  to the class Pinterest board, labeled with your
  name.
• Complete Activity 5.1 Whats Your Type?

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STEP 3 - USE

• The file of ideas that you collect should be
  referenced throughout the year when you are
  looking for design or coverage inspiration.