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A crash course on graphic design for marketing communication and visual design.
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for Marketing Professionals
© Jason Tham | 320.310.9654 | www.jasontham.com
GRAPHICDESIGN
ContentGraphic Design as Visual Comm.TypographyC.R.A.P LayoutImpact and Visual Hierarchy
Faster. Stronger. Longer.
WHYDESIGN
Visual Communication
Illustrate information / Create effects / Increase recognition
HOW DOWE
READ
Typography
Fonts matter.
Serif / San Serif
w w
Serif / San Serif
As we move from print media to digital media, we are teaching our eyes and brains to process letter types in new ways: the digital screen is made up of millions of dots known as pixels, and our eyes are lazy – they prefer to process as little stimulation as possible – and as such, our brains tell us that it is more pleasing to read san serif fonts on screen as they are composed with less pixels compared to serif fonts.
As we move from print media to digital media, we are teaching our eyes and brains to process letter types in new ways: the digital screen is made up of millions of dots known as pixels, and our eyes are lazy – they prefer to process as little stimulation as possible – and as such, our brains tell us that it is more pleasing to read san serif fonts on screen as they are composed with less pixels compared to serif fonts.
Leading (spaces between lines) / Justification (flushing left, right, or center)
Your fonts also interact with your object layouts.
While design your prototype, play around with text justification to find one that will give you and your readers the maximum visual impact.
We will touch on visual hierarchy in just a bit.
Your fonts also interact with your object layouts.
While design your prototype, play around with text
justification to find one that will give
you and your readers the
maximum visual impact.
We will touch on visual hierarchy in
just a bit.
Your fonts also interact with your
object layouts.
While design your prototype, play
around with text justification to find
one that will give you and your
readers the maximum visual
impact.
We will touch on visual hierarchy in
just a bit.
C.R.A.PLAYOUT
Typography
The key to impactful designs.
How we read
How Do We Read?
Here is an example of the flow of reading. Our eyes move from top to bottom, left to right, while processing information on a medium.
Why so? Because we are trained to read that way. The things in our daily life reinforces this reading “habit.”
I should probably add, this is not applicable to Chinese readings.
How we read
How Do We Read?
Here is an example of the flow of reading. Our eyes move from top to bottom, left to right, while processing information on a medium.
Why so? Because we are trained to read that way. The things in our daily life reinforces this reading “habit.”
I should probably add, this is not applicable to Chinese readings.
start
end
How we read
How Do We Read?
Here is an example of the flow of reading. Our eyes move from top to bottom, left to right, while processing information on a medium.
Why so? Because we are trained to read that way. The things in our daily life reinforces this reading “habit.”
I should probably add, this is not applicable to Chinese readings.
start
end
SF
How we read
end
start
ContrastRepetitionAlignmentProximity
Contrast – Difference between content, headline, body copy, and other objects.
Contrast
Rise Up & Thrive
A Concert for the Thriving
ContrastRepetitionAlignmentProximity
Repetition: Consistent color, shape, spatial relationship, weight – a sense of unity.
Repetition: Consistent color, shape, spatial relationship, weight – a sense of unity.
Repetition: Consistent color, shape, spatial relationship, weight – a sense of unity.
ContrastRepetitionAlignmentProximity
Alignment: Non-arbitrary placement; lined-up, clean, tidy.
Alignment: Non-arbitrary placement; lined-up, clean, tidy.
Alignment: Non-arbitrary placement; lined-up, clean, tidy.
Alignment: Non-arbitrary placement; lined-up, clean, tidy.
Alignment: Non-arbitrary placement; lined-up, clean, tidy.
Alignment: Non-arbitrary placement; lined-up, clean, tidy.
Alignment: Non-arbitrary placement; lined-up, clean, tidy.
Alignment: Non-arbitrary placement; lined-up, clean, tidy.
F
ContrastRepetitionAlignmentProximity
Proximity: Spacing between objects and copy – organizing visual units.
Proximity: Spacing between objects and copy – organizing visual units.
Proximity: Spacing between objects and copy – organizing visual units.
Proximity: Spacing between objects and copy – organizing visual units.
VISUALIMPACT
Impact & Hierarchy
Which is more important and which is not.
Myth: Put more details on the page, more information gets communicated.Reality: You need to battle for attention. Less is more.
Most clients are greedy. They want to editorialize the ads and get the most of their bucks. But the fact is no one cares! But bombarding the page with lots of visual elements and copy is a suicidal act… it turns your readers away.
As a designer, your task is to get rid of the clutter and emphasize only the essential information. Grab your readers at first look.
But for more info:http://www.website.com
Your readers look at this.
Then they skim this.Maybe this too.
Now, get them there:survivethrive.net
Myth: Put more details on the page, more information gets communicated.Reality: You need to battle for attention. Less is more.
RecapGraphic Design as Visual Comm.TypographyC.R.A.P LayoutImpact and Visual Hierarchy
© Jason Tham | 320.310.9654 | www.jasontham.com
THANKYOU