Basic Design

SBM 338

Lanny Wilke

Four Basic Design Principles

Proximity Alignment Balance Unity

Proximity

Group related items together so they are seen as one cohesive group.

Helps bring the strategic concept to life.

Creates strategically designed associations that enhance visual flow.

VisualsThe images that support the copy

Visual flowHow the reader’s eye follows the

layout.

Courtesy of Jacci H. Bear

Courtesy of Jacci H. Bear

Alignment

Helps make the verbal visual. Nothing should “hang” alone.

PrioritizeLet the message, the big idea,

guide your alignment.Helps with visual flow.

Lines The basic tools of alignment

The edges of visuals The ends of lines of copy The edges of blocks of copy Actual lines The end of one line and the

beginning of another guides the reader’s eye.

Can be literal Can define space or give

direction. Can be created by other

elements of design Justification is important Everything with a purpose.

Courtesy of Jacci H. Bear

Courtesy of Jacci H. Bear

Balance

Contrast – the counterpart of balance

Symmetry & asymmetrySymmetrical layout – calming

May also be boringAsymmetry brings contrast

Creates visual interest

Can be achieved with…SizeTypeWeightColorTextureSpace

Courtesy of Jacci H. Bear

Courtesy of Jacci H. Bear

Courtesy of Jacci H. Bear

Courtesy of Jacci H. Bear

MirroringReflect the opposite weight, shape,

or size in another part of your layout.

White space (negative space)Has optical weightHelps rest the eyesCan draw attention to a headline,

copy block, or visual.

Courtesy of Jacci H. Bear

Courtesy of Jacci H. Bear

Unity

All elements form a visually cohesive whole.Achieved through repetition

Shape, color, type, line, and placement

Image-dominant vs type-dominant layouts

Harmony and coherence

Courtesy of Jacci H. Bear

Courtesy of Jacci H. Bear

What will best convey the big idea? Place other elements in subordinate

relationships to the dominant element.

Carry your visual concept throughout the ad.

Develop better layouts

See itKeep a file of ads you like

Say itWrite down why you like the ads.Which of the design principles are

strongest?What caught your eye?

Sketch itPut something on paper. No

matter what.

Typography

Serif/sans serif Serif – little tails

More flowing, easier to read Sans serif – no tails

More stiff or edgy, more dramatic Weight (optical weight)

boldness Size

Normal for body is 8-12 point Headlines & taglines – 36 point Make it inviting to read

Structure and form Form – shape of type Structure – how letters are technically

built Styles of Type

Old – serif Modern – often has serifs Script – may be difficult to read Decorative – rarely used in body copy

PlacementReverse and overprinting

Reverse – white type on colored background

Overprinting – type printed over a lightened image, texture, or tone

SpacingSpace between lettersCan be varied manually

through kerning Leading

Space between rows of type Justification and alignment

Center, right, left, full

Widows – a line with only one or two words

Font should match the tone of your ad

Don’t go crazy with your fontsSerif – easier to read in long blocks

of copy Break headlines sensibly Keep it readable

Part 2 is next.