Graphic Design

1

Forging new generations of engineers
2
Graphic Design
3
Graphic Design

• Audience Analysis
• Who is the audience?
• What are their demographics?
• Where are they located?
• How long do they have to read the message?
• What is their anticipated level of interest?
• Trends?

4
Demographics

• Age
• Sex
• Social status
• Religion
• Education level
• Economic level
• Interests

5
Location

• Where are they in reference to the Message?
  Distance
• Where are they? Describe Location

6
Time

• How long do they have to read the message?
• What is in competition with the message for
  reading time?

7
Interest

• How interested is the audience in the subject of
  the message?
• What do they like or dislike?
• What interest can be exploited to get the
  audience to read the message?

8
Human factors

• Values
• Beliefs
• Attitudes
• Character
• Temperament
• Outlook
• Perspectives

9
Effective Graphic Design

• Incorporates Message Analysis
• Message Content - concise but complete
• Size and Shape - how the message is to be
  delivered
• Readability typography
• Needs the Audience - understands demographics
• Use of proven Design Principles and Elements

10

• How do you get the target audience, or the
  prospective consumers attention?
• How do you encourage the desired response?

11
Message Content

• Supply all of the information expected
• Many ads only display the essential information
  but indicate where the rest of the details can be
  obtained. i.e. Dealership location and phone
  number.
• Textbooks have all or most of the information on
  a subject area depending on what grade level the
  book is intended.
• Understand the format and know what is expected.

12
Size and Shape

• The size and shape of the design are a function
  of all the items included in the audience
  analysis.
• The design must be the appropriate size to get
  the job done.

13
Readability/Typography

• Style of type, font
• Size of type, point
• Font enhancements,
• underline, shadow, word art
• White space
• Line length and justification
• Color of the text and
• color of the text background
• Page layout

14
Style of Type

• Fonts There are seven different font groupings,
  each with their own intended purpose.
• Old Style used in the body of text where
  legibility is important.
• Sans Serif used for display, headlines, and
  captions.
• Modern much like old style in purpose but has
  higher contrast on the lettering strokes.
• Square Serif used for display, headlines, and
  short blocks of text.
• Occasional for special effects, and should be
  used sparingly.
• 3
• Text used for special occasions like wedding
  invitations.
• Cursive used for special effects.

15
Type Nomenclature
Ascender
Ascender Line
Thick
Waist Line
Fillet
Font Size
Thin
Base Line
Descender Line
Serif
Descender
16
Old Style Type
Old Style typefaces have slight differences
between the thick and thin strokes, rounded
serifs and fillets. These features allow for an
eye pleasing amount of white space thus making
the fonts easier to read and good for blocks of
text.
Garamond
Goudy Old Style
Century
17
Modern Type

• Modern Type is very similar to old style. The
  major difference is there is a much larger
  contrast between the thick and thin strokes.
  Modern is light and airy, it is considered a
  stylish type, and it is very readable in a block
  of type.

Bodoni
Times New Roman
Century Schoolbook
18
San Serif Types

• San Serif Types San means without. San serif
  types have no serifs. There is little or no
  difference in the thickness of any of the strokes
  of the letters. Their primary use has
  traditionally been for headlines and captions.
  But these typefaces have gained popularity for
  their use in blocks of type. The lack of serifs
  allows the letter to be closer together allowing
  more words to be on the page. The readability is
  decreased but the cost is reduced.

Franklin Gothic
Arial
Lucinda Sans
19
Square Serif Types

• Square Serif Types have square serifs and even
  stroke width. The common uses for the seldom
  used square serif types are for display, head
  lines, and occasionally for a short block of
  text.

Rockwell
20
Occasional Types

• Occasional types are used for special effect and
  create high contrast but should be used very
  sparingly. These types should never be used to
  set a block of text.

Chiller
Broadway
Algerian
Stencil
Playbill
21
Text Types

• Text Type and Old English are very difficult to
  read and are reserved for formal events such as
  weddings. Due to the ornate nature of the
  capitol letters, text type should NEVER BE SET IN
  ALL CAPS.

GothicE
22
Cursive Types

• Cursive Types are also occasional types and
  should be used for special effect. They have the
  ability to show style and class when used in
  advertising. They can be hard to read and should
  not be set in all capitol letters.

Commercial Script
23
White Space

• White space can add or detract from the
  readability of a design depending on how much is
  used. Too little and the design is cramped.
• Too much and the design is disjointed and
• unorganized which makes finding what
• information goes together difficult.

24
Line Length

• A long line length with small font size allows
  for a lot of words to be placed on a page which
  saves money but makes the information very hard
  to read. It is for that very reason that
  contracts use this format. It is hard to stay on
  the correct line because readers have to
  reposition their eyes several times as they read
  down the length of the line.

A short line length with a large font size
results in exactly the opposite situation.
25
Audience

• Fully understanding the audience allows the
  designer to select the appropriate design
  elements and principles to deliver the
  information.

26
Color
Color can add or detract from a design by making
it easy or hard to read.
Color can add or detract from a design by making
it easy or hard to read.
27
High School Play Poster
Unity- All but the title are in the same font.
Emphasis- Art work and a contrasting font are
used for the title. Rhythm-The diagonal
placement helps the readers eye move down the
page.
28

• This has a good use of emphasis and rhythm.
• The viewer is drawn in.
• But
• The use of three fonts lacks unity
• and the font gets lost in the background.

29
Chaos
30
(No Transcript)
31
(No Transcript)
32
Additional Design Sources

• Templates
• Most software for print documents has templates
  which are designed by professional designers.
  They are well done, BUT they do not take the user
  off the hook.
• Selecting the appropriate format still must be
  done based on the needs of the audience and the
  intent of the design.

33
!!!!!Attention!!!!!Engineers and Engineering
Technologists

• Technical reports and presentations are not
  advertisements.
• The audience
• Is looking for information.
• Does not want to waste time.
• Does not need to be entertained.

34

• The message should be
• Clear
• Concise
• To the point
• Well-organized

35
There should be a reason for every element
placed on a design.