Design Principles
Understand business publications
Slide 1
Six Principles of Design
1. Balance
2. Proximity/unity
3. Alignment
4. Repetition/consistency
5. Contrast
6. White space
Slide 2
Balance
Graphics don’t overpower text
Page is not too heavy on one side or the
other
 such as, putting matching text boxes at
the top and bottom of a publication
Example:
 http://www.ithinktoo.com/Design1/balance/balance_example/balanceeg.html
Slide 3
Proximity/Unity
Distance between elements on a page
Used to demonstrate a relationship or a
lack of relationship between elements
such as, you must put captions (text) next
to the related photograph
Example:
http://www.ithinktoo.com/Design1/Proximity/proximity_example/proximityeg.html
Slide 4
Alignment
Justification of elements
Related items should be justified the
same to emphasize their relationship to
each other
such as, the text giving the location, date, time, and
cost of an event are all CENTERED on a flyer
Example:
http://www.ithinktoo.com/Design1/alignment/alignment_example/alignmenteg.html
Slide 5
Repetition/Consistency
Consistent pattern of font and color
schemes and graphic types; repeated fonts,
color schemes, or graphics
1. Specific font, size, and style for headings,
subheadings, and body text.
2. Do not mix photographic images or digital and
cartoon images on the same page.
 Scheme - a planned combination of elements,
such as a combination of font styles and sizes
Slide 6
Repetition/Consistency (continued)
Scheme examples:
In a publication:
all the Headings are keyed in 14 pt. Arial font and
the Body is keyed in 12 pt. Times New Roman font
or all the text is in the same font type/style
The graphics that are used all relate to the
topic of the publication
Example:
http://www.ithinktoo.com/Design1/repetition/repetition_example/repe
titioneg.html
Slide 7
Contrast
the use of color and size to emphasize the
most important elements on a page
for example:
Use black font on a light pink colored page
Use white font on black paper
Use light gray on dark blue
Example:
http://www.ithinktoo.com/Design1/contrast/contrast_example/contrasteg.html
Slide 8
White Space
White space is: blank or negative space on
a page
Used to give the reader’s eyes a break
Used to focus the reader’s attention on important
details
White Space does not have to be white
Examples of White Space:
Using wide margins to create white space
• An example of poor use of white space: putting text
boxes in the margins of a publication
Example:
http://www.ithinktoo.com/Design1/white_space/whitespace_example/whitespaceeg.html
Slide 9
Publications
Understand business
publications.
What type of publication should you use?
The type of publication depends upon the
Purpose of the communication and the
Characteristics of the Target Audience.
Why and what do you need to communicate?
To whom are you communicating?
3.02 Understand business publications.
Slide 11
Classify the Purpose
3.02 Understand business publications.
Slide 12
What’s the Purpose?
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To identify and provide contact information
for a business or individual.
To advertise/communicate information about
a one-time upcoming event
To educate, inform or advertise about a
specific topic
To provide informational updates to a specific
club, group, or organization on a regular
basis – weekly, monthly, quarterly
3.02 Understand business publications.
Slide 13
Now let’s practice!
Let’s see if you can determine the type of
publication that is best suited for each
scenario in the next activity.
3.02 Understand business publications.
Slide 14
Use a
Business Card
or
Letterhead
Stationery
Back
3.02 Understand business publications.
Slide 15
State Soccer Playoffs
Lake Norman HS
Use a Flyer
November 15, 2009
Asheville, NC
7:00 pm
Pay $10 to ride the bus
Back
3.02 Understand business publications.
Slide 16
Use a Brochure
Back
3.02 Understand business publications.
Slide 17
Use a
Newsletter
Back
3.02 Understand business publications.
Slide 18
Business Card
 A publication that contains contact information for
a business or individual.
the contact information often includes the name,
address, phone numbers, email address, web address,
and a logo or picture.
 Used to help its recipients remember you or your
business
typically includes the contact’s name, company, logo,
address, telephone and cell phone numbers, email
address, and fax number
 Some cards include a photograph
Back
3.02 Understand business publications.
Slide 19
Letterhead Stationery
 The phrase letterhead stationery implies the use of a
heading at the top and sometimes also at the bottom of a
letter.
 Letterhead Stationery is used by businesses,
organizations, or individuals to communicate a message
and relay contact information.
 The Letterhead usually includes the name and logo of the
company or individual, the address, phone numbers, email
address, website, and fax number.
 When a Letterhead is used with a Business Card and
envelope, the color scheme and graphics should be
consistent and complementary.
 Templates and wizards are commonly used to create letterhead
stationery.
Back
3.02 Understand business publications.
Slide 20
Flyer
 A one-page document used by a business or
individual to advertise or provide information
about a one-time upcoming event.
Examples: a play or a PTSA meeting
 Typically used to convey information that is
temporary in nature and has a short life span.
 Advertises a single event and is used for a onetime purpose.
Distributed via an attachment to email, by posting on
bulletin boards or telephone poles, or handed out on
the street.
Back
3.02 Understand business publications.
Slide 21
Brochure
 Used by an organization or individual to inform or advertise
such as, a description of the AP program at a school, or
the pathways within each career cluster, or a course
description for Computer Applications, and product
descriptions
 Used to provide information, educate, or advertise a
specific topic or product
 More long-term nature than that of a flyer
 Describes a single entity in detail
 such as, a course or a product or service
 A short publication, generally printed on higher grade paper than
a flyer, which employs the use of color and graphics.
 May be in single-sheet form, printed front and back for bi-fold or trifold presentation, or they may be printed in booklet sheet form
Back
3.02 Understand business publications.
Slide 22
Newsletter
 A publication created by a business or individual that is
distributed on a regular basis – weekly, monthly, or
quarterly
 Used to provide informational updates to a specific club,
group, organization, agency, or business
 Describes a variety of events over a specific time period
 Usually tailored to a specific group
 Typically formatted in columns with side headings,
graphics, and text boxes
 Examples of uses of newsletters include the PTSA
newsletter published at your school, those distributed by
churches, and those used to convey the news and events
of the Boys and Girls Clubs
Back
3.02 Understand business publications.
Slide 23
The Target Audience
Understand business publications.
24
Traits of the
Target Audience
Once the type of publication is
determined, the next step is to examine
the Target Audience.
Knowledge of the Target Audience
is critical to effective communication
through publications.
Slide 25
Traits of the
Target Audience
The identifying characteristics of the
Target Audience provide the
“hooks” for grabbing their attention
by appealing to their
• Age
• Ability
• Special interests, and
• Group Membership
Slide 26
Traits of the
Target Audience
Although a Target Audience can be
characterized by many traits, we will only
cover the following four in this objective:
Age
Educational background (ability)
Interests
Group membership
Slide 27
Age of the Target Audience
What is the general age group ?
Elementary
Preteen
Teen
Young adult
Mature adult
Senior citizen
1.
2.
Is the publication being prepared for
young children to entertain them and tell a
story at a birthday party?
Is it for a classroom to inform students about a
topic?
3. The age of the Target Audience will
assist in choosing Design Elements that
will be used in the publication.
Slide 28
Age of the Target Audience
Look at the two versions of an
elementary
school flyer and discuss which one is
more
appropriate. Version A or Version B?
Slide 29
Educational Background
of the Target Audience
What is the general Education Level of
the Target Audience?
If it can be defined, knowledge of the
Educational Background will determine
the amount of text, word choices, and
amount of graphics used in the publication.
Remember, less is more!
Be concise and get to the point.
Slide 30
Educational Background
of the Target Audience
If you think back to the previous flyers of
the elementary school, what do you think
about the educational level of the Target
Audience?
Can the audience read well?
Their vocabulary is probably limited, so
more age appropriate graphics were used
to convey the message than text.
Slide 31
Common Interests
of the Target Audience
Does the Audience (group) as a
whole share Common
Interests, such as knitting, doll
collecting,
bowling, stamp collecting,
kayaking, or
fly fishing?
Slide 32
Group Memberships
Target Audience a member of a particular
Is the
group?
Does the Audience share similar
Group Memberships?
 Special Interest Groups
 Boy Scouts
 FBLA
 Gaming
 Gardening
 Harry Potter
 Other Groups
 Religious
 Ethnic
 Political
 Sports
 Sorority or Fraternity
Slide 33
Let’s get to work!
Use your new knowledge about the Target
Audience along with Design Principles in
the next activities to develop some
publications!
Slide 34
Elementary
School Flyer
Version A
Slide 35
Elementary
School
Flyer
Version B
Slide 36