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Be a Leader

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DESIGN DESIGN

A designer uses hierarchy in print to guide De the audience to read or view areas of a ha sign campaign in the order the designer intended. etc s an can This technique allows the designer to design sum . Effe audie impa around the pieces of the campaign that are Imp er b ctive nce ct the An act y enc des , whe effe important, in hierarchical order. This is often acou ign the ctiv To effec ful rag sha r it e complished by contrast and size of healines, ing re is a ness ca day ’s tive a m d text, and photos. The reader’s eye is instinco n t a he do pa ud esig m t mess ewsle f any tually drawn to certain features. ea es no igns v ienc n mu o a ag tte ma bso e o r, w ter Em sily g t imp ying e is s st be rb r en ebsi ial th oti laz ac for o in i m F the tice te, or on ed t t To examine your design’s effect on a the und pa h a a info a ad, t ov e a ir a at ctfu it s n a l the user, blur out and desaturate e c e h t rma on r, ig ud ten d l to plis ould d to tio no ienc tio by your campaign and examine n. red e n th ad the a tha hed be cau m v e u e s w ,o e yours and other readers’ tex t dra ith mot e a r q noug at a ertise dien an dia, de me ce uic h bu Desig d Cle t with w an color iona conn order of viewing. . t s k i f o n i n r l l g s y o nt flue t all a n is a for sta n th ts an Wi ar i a m emo tha ly inv ectio s g n t n e t e a o h d t d o n a i nta invitin ncing rea n im ple out Me nin ona pro lve tte ou t w E i d t m n a ve tion g a co s. Be por t is . rela asing a cl nin g th l rea ote . Th h the n ta n n s r a e i e s g c d , t a l t ate if yo memo d an sume ides nt a au ion is m r m pla tion iffe can aud u s sp a die to r k d r in s e r e i , ill t e ys nc the anin anin o h to E don’t able terio , des ttract ect o on or a nt m be a ence et i g t r c gn ing f av diti use or em ten ood cco , o t text, gless a d ed e a ng oti tio s, p mde a he ozy. can aud not o ake an . Th es g o n a n e a s H n d nd ig lp It c ie nly gra hot m . dd of a a s d fu e d ign, bb os itio its p ving app Writ n for want an m ake a nces ec nct esig no ly ing nt on ion n i m o m owe an e to a ng in tradi ed a ake a store dl . Th sho atte Co t y d r o l r e e u l i ok e id ld ho dia s an fo are Med iona ent pre em ol co Imp an wv h r l i e a i a a r d i r oti o a n e s da , it ute cing. lat val esig . a is t ve a isua on lors t i c s b e u al tfu au s d e ab n a sor o c cle lly ”Th Blu de ypica ac erfe b i au l? E sef ar dit le s nd pth lly op e EW s t ligh e pro ul a i s k e n h i l m m g p l a . t k M ea he pp oti Is Fo ortu tr an to h now ligh tnes mot th iev ctio nin a r ea d i a o n t l t c . t c s. Ph es c o e it n na writ ve g. na .. l to re ed, rea ila al rra pics y to k pro ing in is l t ? o m g d t e v m o r Gre i l n n a r v d i C e x o s d i e e p ch k n e l o s u e p i , s l g a l l r l e n e s. ee hia s, h tee an n i d y ide ing ore s stu ar no dd not t wh o se ou as a fro and de na i as d soc ndica n ,b to Crea nesty hin th r g m n an bo Me e ers y em m C , p t i ut i aly ut onlin crea ts with n an ea ph clo oga, al aw es b gm n a h g m sis.” e p te n da asi ee ce w a e sen tha are ala ing left ze se --D dia ub inno wo , he du or ess t p ne nce ? the ofte clea r. Le an lishi va nde lts. n to rom ss. It , un t n d n t T i n r v i l l g i i g f h o o d g n na th e Vio ey h E stor to e m ul te is o ers htn use ess t t u e y c le dw t ess s b , kin ak ere re. ba ften tan on ard telling elevi dia... lan lue dn . din ina t ass v u e e s s ce ed g, ys s, M ca ion tio oc in i ess, aw is , ha b ac ph t n s e art n, m iate t r i y d pri uth s h rmo pr cep t ay istic ed s in i e i a S lp ca nt ny ogr tan tio ad , dev . t tua an itatio tuitio J u a a d a n s fo oti rod ies nd ms, ce, l q d in n, n a , o n n i r ua a suc at a d its n, a Kin litie tellec nd magure h nd tz . s. ,

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to imagine, create, and develop material with consideration of functionality and aesthetic based on a idea and following a productive process for a specific purpose and audience..

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Wa pa rm c o pa igns to lors ign es are Neutral colors convery sophistication in some situations, s w tab o hic lish ften Ye and plainness in others. They can be appropriate for h a l att u ca low i em warm sed office memors and high class advertisements. s m pt th a in tel pai a p to fam n lec gn op d r om co ily stim t, a s.. I an zin -ori t ula Black conveys exclusivity, mystique, drama, intensity, sexiness, n tic ess en no ulate d cre conv r colo ize , a tat and complexity. American Express famously makes their ted th e a r n y pro d a ed ye e bra tivity. s fun, for c du lso ca black cards available only to their best customers with llow in Ye hu hild cts in c mOr the highest credit thereby establishing exclusivity. or am ge to u llow mor, ren ide an ne se l is sa ligh an A ral og d a t T i thu ge h s. ly d ic; d to ea pa sia co White conveys clealiness, purity, calmness, FL oe how psy rted rent offi sm, nvey s “Th i no eve cho ness ng ce an s O and simplicity, Product catalogues e t a r, it log , in re- Ed the s, ho d e crea RI co itin pp sho ica often use white walls, floors, ir in tels mot tivit 2 ea uld lly 1st nce g, W D a teri , an ion y, p l and furniture to keep the i d v c b A t r i o t itio en es cre or d d al me e ga ex rodu na tur y the ing, a ati a e background simple S n n p s c l ve ign ller . TA bin d inte core . It stil Engl nd M ies ressi tivity . a and showcase O i o , l s u i Re die ran use n. e wit ng p rpre of E pre h ma edia TE di s h ge ora Ma nproducts. t n n e a r s j t c a g ra rv o crit the t e ma mo icis stu ctice ion o lish, th es th r for t ck in can nge ny U ntis st fr w he ca att in ft m d e ri in e N bu ve ize equ mp rac co ting p . How y of c writi exts, crea tratw yin ca en IV a e n t n b h e ign dit o tec fron ract ver ultur g an y c tion an g pa mpa tly us w ER i n s co . d ig ed ss Inte hnol t the ice a , it tra al his d ed ommp g a c ant m b o SI t als spo ion, l ns b to r n n n oo osin orp ore stu rnet. gy, ew d c sfor or y iting o b nta ov y c ok p g a o v d TY r t s m c i T e h . i t a r n n e s o h ic s a j h a T pu u ten e u eit , vit n21 re stu he E acke te n n jus blis nts w e EW al c allen al st both d tio sed y. I alit t e s u hin ith ltu ges udy lec t ce den WM cop wsle t a jo de n to to t c y, c M g, a ts tra y nt tai c tu tte b an aree majo re, an of d to i n ls o imp all a n d e r i r is d t igit bo als p ur y c for le ck a for c r or n r d orta tu o a t a h lec ter he ok urs ltu ad ims o l an nt tro est imed e eq or y o histo uing re, w ershi to p kge s in n a i p a u h c rs. writ ipp r as r y, rh dva ethe role reme writ t ed te et dia ing in n s r i s a v g skil with ch-s oric, ced as in in bu , a l a d t . t isio EW ed vv e n o M ito y p nd cr egre l-Fro e r i r i t f o i a s s i c the no l e fes mT a futu t ju xpe sion l he Eng re st a rtise als of lish tex deg and De ts.” ree pa : It rtm en ta t FS U

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Color Consideration

Drawing a reader, or a consumer, in wrapped up in the principle of attraction. While most people know better than to use brown in a house cleaner advertisement, not everyone takes the time to consider what colors portray both consciously and subconsiously, and how colors can help to attract the right audience. Bright colorful advertisements, or newsletter designs, will attract children and children’s parents, while cool, luxiurious, and clean colors, especially neutral, appeal to a more refined, adult audience.

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Color consideration is important not just in print ads and reading materials but in media, social networking, interior design, signage, decor, and all design. Choosing the right colors can make or break a campaign of any kind.

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