Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
CS 121
Concepts of Computing II
Ron Wallace
Design Principles
KISS
Know your audience
Consistency with variety
Avoid templates
8 Things to Consider
(Before You Begin)
time?
money?
8 Things to Consider
(Before You Begin)
2 - Who is the audience?
age
reading level
education level
conservative vs.
liberal
ethnic background
understanding of
terminology
Two Real Life Examples:
- Gerber
- General Motors
8 Things to Consider
(Before You Begin)
3 - Why are they reading this?
Personal Interest
Need for Information
Required Reading
Casual Browsing
8 Things to Consider
(Before You Begin)
4 - How will they get this?
Direct Mail
Bulletin Board
Brochure Rack
Table or Counter
Person to Person
8 Things to Consider
(Before You Begin)
5 - What is our/their image?
fun vs. serious
young vs. mature
business vs. pleasure
contemporary vs. traditional
8 Things to Consider
(Before You Begin)
6 - Can I make the readers job
easier?
Important!
dir
ec
ta
Headline
organizati
on?
Color?
tte
nti
on
Type
READABILITY
8 Things to Consider
(Before You Begin)
7 - Are there limitations?
Always !
budget
time
resources
medium (type of
paper)
size
dimensions of the
page
number of pages
personal preferences
developers
clients
8 Things to Consider
(Before You Begin)
8 - Is reader feedback desired?
contact information
address
phone
email
web site
coupons
forms
surveys
8 Things to Consider
(Before You Begin)
Time
Image
Audience
Ease of Reading
Reader Motivation
Limitations
Method of Delivery
Feedback
Think!
Type...
Must be legible and readable!
Legibility = How easily a reader can
Fonts
Dictionary Definition
A complete set of type of one size and face.
Types of Typefaces
Serif = easy to read blocks of text
Blue Mtn Blue Mtn
Mtn
Mtn
Symbol = non-alphanumeric
Appropriate Typeface?
Which of the following would be
better for a truck stop advertisement?
Good Food
Good Food
Good Prices
Good
Prices
Good Services
Good
Style
Boldface
Italics
Underline
CAPITAL LETTERS
Reverse
Spot
Color Type
Size of Type
Measured in Points (72 pts = 1)
Includes:
highest letter
lowest descender
space between lines
characters/inch horizontally
for monospaced fonts only
subheads = x + 2 points
headlines = 2(x+2) + ? points
captions = x-1 or x-2
Page 1 of 3
Layout Mistakes
Poor column spacing
Claustrophobic pages
Whispering headlines
Misaligned elements
Improperly positioned headlines
Page 2 of 3
Layout Mistakes
Box-itis
Rule-itis
Too much copy
Rotated type
1/2 indents
use 1 em space
about equal to the point size
about 2 spaces
NO
Page 3 of 3
Layout Mistakes
Excessive hyphenation
Too many fonts & sizes
Unnecessary special affects
Double returns and spaces
use paragraph spacing
Text formatting
Linking text boxes
Spell check
Graphics
Control palette
Other features