This document discusses key principles of graphic design including typography, layout using C.R.A.P. (Contrast, Repetition, Alignment, Proximity) principles and establishing visual hierarchy. It explains how typography like serif vs. sans serif fonts and layout features like leading and justification impact readability. C.R.A.P. principles are outlined for organizing content visually. The concept of visual hierarchy is introduced, noting that less is more in battling for attention and emphasizing essential information over clutter. The document concludes with a recap of the covered topics.

1. for Marketing Professionals
© Jason Tham | 320.310.9654 | www.jasontham.com
GRAPHIC
DESIGN

2. Content
Graphic Design as Visual Comm.
Typography
C.R.A.P Layout
Impact and Visual Hierarchy

3. Faster. Stronger. Longer.
WHY
DESIGN
Visual Communication

4. Illustrate information / Create effects / Increase recognition

5. HOW DO
WE READ
Typography
Fonts matter.

6. Serif / San Serif

7. 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.

8. 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.

9. C.R.A.P
LAYOUT
Typography
The key to impactful designs.

10. 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.

11. 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

12. 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

13. How we read
end
start

14. Contrast
Repetition
Alignment
Proximity

15. Contrast – Difference between content, headline, body copy, and other objects.

16. Contrast
Rise Up & Thrive
A Concert for the Thriving

17. Contrast
Repetition
Alignment
Proximity

18. Repetition: Consistent color, shape, spatial relationship, weight – a sense of unity.

19. Repetition: Consistent color, shape, spatial relationship, weight – a sense of unity.

20. Repetition: Consistent color, shape, spatial relationship, weight – a sense of unity.

21. Contrast
Repetition
Alignment
Proximity

22. Alignment: Non-arbitrary placement; lined-up, clean, tidy.

23. Alignment: Non-arbitrary placement; lined-up, clean, tidy.

24. Alignment: Non-arbitrary placement; lined-up, clean, tidy.

25. Alignment: Non-arbitrary placement; lined-up, clean, tidy.

26. Alignment: Non-arbitrary placement; lined-up, clean, tidy.

27. Alignment: Non-arbitrary placement; lined-up, clean, tidy.

28. Alignment: Non-arbitrary placement; lined-up, clean, tidy.

29. Alignment: Non-arbitrary placement; lined-up, clean, tidy.

30. Contrast
Repetition
Alignment
Proximity

31. Proximity: Spacing between objects and copy – organizing visual units.

32. Proximity: Spacing between objects and copy – organizing visual units.

33. Proximity: Spacing between objects and copy – organizing visual units.

34. Proximity: Spacing between objects and copy – organizing visual units.

35. VISUAL
IMPACT
Impact & Hierarchy
Which is more important and which is not.

36. 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

37. Myth: Put more details on the page, more information gets communicated.
Reality: You need to battle for attention. Less is more.

38. Recap
Graphic Design as Visual Comm.
Typography
C.R.A.P Layout
Impact and Visual Hierarchy

39. © Jason Tham | 320.310.9654 | www.jasontham.com
THANK
YOU