graphic_design_101_2013

&Do’s Don’ts of Design
Presented by Rebecca Teaff of Redstart Creative
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San Serif
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Spot
White SpaceHeadline Margin
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Color
Vector Font

Redstart Creative 443.798.2773 rebecca@redstartcreative.com www.redstartcreative.com 2
Rebecca Teaff, Redstart Creative
Redstart Creative is a local design & marketing firm founded by Rebecca Teaff.
They provide quality design & marketing services and strive to help their clients
make an impact with their clients and customers.
Rebecca has worked 14+ years in the Baltimore advertising community
Rebecca received her B.A. in Arts/Communications from Mary Baldwin College.
The combined studies of design, marketing and communications are the basis
of her belief that design is a natural method of communication. Great design not
only looks good, but it clearly communicates to its audience.
Evolving technology is driving the world to move faster and faster. Good design
is key no matter what the medium. A consistent identity carries its content
across print and electronic mediums reaching your audience on all levels.
redstart creative

outline
I. What is Design?
II. Working with Design Professionals
III. Going it Alone
IV. Basic Design Principals
V. Resources
VI. Questions

The Design Process
http://www.youtube.com/watch?v=Wac3aGn5twc
introduction

introduction
I. What is Design?
• Design is a way to communicate to your audience.
• Great design not only looks good, but it clearly communicates to an
audience.
• From the fanciest website to the simplest black white booklet, design can
enhance your message and help deliver to the audience.
• Design can help small businesses look professional, established and build
trust with clients.
• Design can be subjective but there is still a framework to work within to
make sure your message is understood.

introduction
Do you recognize these companies?
They understand the importance of design in relation to business.

working with design professionals
II. Working with Design Professionals
A. Hiring a professional
There are many design professionals out there, from solo-providers to large
agencies to internet-outlets. Make sure you find the right fit.
When looking to hire someone:
• View their samples.
• Check references.
• Have an initial meeting.
• Are you comfortable with them?
• Do you get along?
• Do they understand your business?

B. Budget
In an ideal world you’d have all the money you need to hire a professional
to take care of your design needs. But in reality there are budget and time
constraints.
Talk to your design professional.
Share your budget and goals. Ask what they can do within your budget to
reach your goals. By sharing this information up front you save time and
effort on both sides. If it is open ended you could come back with a proposal
3x your budget and have to start over, losing valuable time.
Adapt your finished product specifications.
Your designer and print provider can offer suggestions on how to maximize
your budget. They can also let you know what has worked in their past
experience. For example if you took ¼” off your postcard you could save
money on printing costs due to sheet size. Or if you printed digital instead of
offset you’d save money due to quantity.
Have an active dialogue with your vendors partners.
Find trusted providers. Ask for their professional opinion and
recommendations.
working with design professionals

outline
C. Goals
Clearly articulate your goals to your designer.
Make sure they are able to understand your vision before the project starts.
General message that needs to be communicated
Target audience
Existing marketing
Imagery
Colors
Fonts
D. Proposal/Pricing
• What is included in the price?
• Does the proposal summarize a clear, creative direction that you
agree with?
• How many designs will be presented?
• How many rounds of revisions?
E. Project Responsibilities
Make sure there is a clear understanding of responsibilities and due dates.
A project calendar or timeline is a great tool for this.

timeline sample
Timeline (Please note all dates are End of Day)
Invitation-Initial Design Concept (Invite, Reply Card Envelopes)
Monday, April 5th Initial Concept presented to Vitranos
Monday, April 12th Invitation Package content due to Redstart
Feedback on Initial Concept to Redstart
Monday, April 19th Proof 1 to Vitranos
Friday, April 23rd Edits to Redstart
Tuesday, April 27th Proof 2 to Vitranos
Friday, April 30th Edits to Redstart
Tuesday, May 4th Proof 3 (Final proof) of Invitation package to Vitranos
Friday, May 7th Invitation Package approved
Monday, May 10th Invitation Order placed
Friday, May 21st Delivery of invitations
Friday, May 28th Invites in the mail
1 -Clarified that each due
date is end of day.
2 -Client Provider detailed
on each item.
3 - Rounds of edits identified.
1
2
2
3

On your own
III. Going it Alone...
In some instances (time, money, etc.) you will make the decision to do
design on your own.
Weigh these factors when making the decision:
• Can your deadline be extended?
• Are you comfortable with taking on the task?
• Can you partner with your design provider to save costs?
• Can you get feedback from your design provider even if they are not doing
the work? Or can you get feedback support from another trusted source?

design basics
IV. Design Basics
#1 What do you want to say and who do you want to say it to?
• Who your audience is will determine how you will relay your message.
• Work for relevancy in your marketing messages. Does your message
design make sense to the audience?
• Find a trusted client or someone similar to your audience that does not
know about what you are trying to communicate. Do they understand it? Is
your message clear?

Catch all the action of the first OceanTOwnship high schOOl Ice Hockey
Season at the Gold Coast Ice Arena in Wall.
HOMETOWN HOCKEY
Elite Players • Speed and Skills • Now with Spartan Spirit!
Day Time OppOnenT lOcaTiOn
Thurs 12/3 6:00 pm (H) vs Pt Pleasant Wall
Sat 12/5 8:15pm (A) at Jackson Liberty Wall
Thurs 12/10 6:00 pm (H) vs Marlboro Wall
Tues 12/15 6:15pm (A) at Freehold Twp Wall
Thurs 12/17 6:00 pm (H) vs RBR Wall
Sat 12/19 3:15pm (A) at JP Stevens Woodbridge
Sun 12/20 4:15 pm (A) at Midd North Wall
Sun 12/27 1:15 pm (H) vs TRE Wall
Thurs 1/7 6:00 pm (H) vs Edison Wall
Tues 1/12 6:15 pm (A) at Manalapan Wall
Thurs 1/14 6:00 pm (H) vs Nottingham Wall
Sat 1/16 7:15 pm (A) at Hamilton West Mercer County
Thurs 1/21 6:00 pm (H) vs Jackson Liberty Wall
Thurs 1/28 6:00 pm (H) vs Freehold Boro Wall
Thurs 2/4 6:00 pm (H) vs Manasquan Wall
Sat 1/30 5:20 pm (A) at Lawrence HS Lavino Rink
Sat 2/6 3:15 pm (A) at Edison Woodbridge
Thurs 2/11 6:00 pm (H) vs Monroe Wall
Sat 2/13 8:15 pm (A) at RBR Red Bank Armory
Thurs 2/18 6:00 pm (H) vs Manalapan Wall
Fri 2/19 8:30 pm (A) at TRE Winding River
Adults: $ 3.00 Students:$2.00 Seniors:$2.00
www.oceanicehockey.com
2009/2010 Ocean Ice Hockey Don’t let the puck drop without you!
design basics
#2 Prioritize your information.
• Determine the most important information all the way down to the least.
• Lead your reader through the content with your design placement.
• Make a list and match up to the
following categories:
Headline - the most important content
to communicate (draw the reader in
with main details)
Subhead – Further explanation of
the headline (give them more info to
entice to read further)
Contact information – website, phone
number etc.
Body Copy – All the details and main
content for those interested
Footnotes/Disclaimers – the fine print

design basics
#3 Keep your design clear and simple.
• Stick to a grid, decide 2-5 columns.
2 column grid 3 column grid 4 column grid 5 column grid

design basics
• When placing text and copy, place it within these grids.
• All layout elements should be within these imaginary guides.
Lorem ipsum
dolor sit amet,
consectetur
adipisicing
elit, sed do
eiusmod tem-
por incididunt
ut labore et
dolore magna
aliqua. Ut
enim ad
minim First
Name nostrud
exercitation
ullamco
laboris nisi
ut aliquip ex
ea commodo
aliquip in
reprehe derit
in voluptate
fugiat nulla
pariatur. Ex-
cepteur sint
occaecat
aliquip ali
qui officia
deserunt mol-
lit anim id
est laborum.
Lorem ipsum
dolor sit amet,
consectetur
adipisicing
elit, sed do
eiusmod tem-
por incididunt
ut labore et
dolore magna
aliqua. Ut
enim ad min-
im veniam,
quis nostrud
exercitation
ullamco
laboris nisi
ut aliquip ex
ea commodo
consequat.
Lorem ipsum
dolor sit amet,
consectetur
adipisicing
elit, sed do
eiusmod
tempor
incididunt
ut labore
et dolore
magna
aliqua. Ut
enim ad
minim First
Name nostrud
exercitation
ullamco
laboris nisi
ut aliquip ex
ea commodo
aliquip in
reprehe
derit in
volup-
tate
fugiat
nulla pariatur.
Excepteur
sint occaecat
aliquip ali
qui officia
deserunt mol-
lit anim id
est laborum.
Lorem ipsum
dolor sit amet,
consectetur
adipisicing
elit, sed do
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aliqua. Ut
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Headline Across 3 col Headline Across 3 col
3 column grid good example bad example

design basics

design basics
distribution • manufacturing • sales excellence • value added services • distribution • manufacturing • sales excellence • value added services • distribution • manufacturing
• sales excellence • value added services • distribution • manufacturing • sales excellence • value added services • distribution • manufacturing • sales excellence • value
added services • distribution • manufacturing • sales excellence • value added services • distribution • manufacturing • sales excellence • value added services • distribution •
manufacturing • sales excellence • value added services • distribution • manufacturing • sales excellence • value added services • distribution • manufacturing • sales excellence •
value added services • distribution • manufacturing • sales excellence • value added services • distribution • manufacturing • sales excellence • value added services • distribution •
value added services • distribution • manufacturing • sales excellence • value added services • distribution • manufacturing • sales excellence • value added services • distributionCommitment
• rapid delivery
• our four state-of-
the-art distribution
centers offer huge
inventory
• High profit product
offering
• Professional in-store
service
• long term
relationship-building
with our customers
• user-friendly
computer technology
• exclusive product
offerings not found
in discounters or
box stores
benefits
LOOK FOR US ON-LINE
Place and track your order on-line 24 hours a day. Get retail
price label management, order acknowledgments, and
monthly statements at www.commercecorp.com.
TRADE SHOWS
The largest and most complete lawn and garden trade
shows in the industry are hosted by Commerce in
Baltimore, Maryland and Grand Rapids, Michigan. We
are the leading distributor for the best, nationally known
manufacturers in the lawn and garden industry
with outstanding terms and great deals. Commerce
features many exclusive products available only to the
independent trade.
HOLIDAY DECORATION
Our Good tidings division has a 10,000 square foot, state-
of-the-art showroom at our Baltimore, Maryland facility with
our own brand of Good Tidings artificial trees, greens and
electrical products for all of your seasonal needs.
GARDEN FURNITURE ACCESSORIES
Commerce Global sourcing searches the world for the
newest products in furniture and garden decor. Unique
designs, high quality materials, and consumer warranties
help define our products as the best value found anywhere.
CUSTOM SEED BLENDS
The Commerce Seed division has the ability to custom
blend bulk seed from our Midwest facility. Introduced in
2006, our emerald Park Grass seed offers our customers
a high quality, exclusive, small package grass seed line with
our 100% satisfaction guarantee.
GROWING TO SERVE YOUR NEEDS
Our most recent acquisition of J. Mollema and Son defines
Commerce Corporation as the most diverse and dominant
supplier in the country. Our newest capabilities include a
complete professional grower division and a professional
turf care division.
“OurCommerceteamisfocusedonbringingworld-
classproductsandservicestoyou,ourcustomer,
helpingyoubuildyourbusinessandgrowyour
profits,yearafteryear.Weappreciateandvalue
yourbusinessasatruepartner,andallofourteam
membersstrivetomakeCommerceyourmost
valuedsupplier.”
MALCOMB CORK- PRESIDENT
an introduction to commerce corporation

design basics
value added services • distribution • manufacturing • sales excellence • value added services • distribution • manufacturing • sales excellence • value added services • distributionCommitment
• rapid delivery
• our four state-of-
the-art distribution
centers offer huge
inventory
• High profit product
offering
• Professional in-store
service
• long term
relationship-building
with our customers
• user-friendly
computer technology
• exclusive product
offerings not found
in discounters or
box stores
benefits
LOOK FOR US ON-LINE
Place and track your order on-line 24 hours a day. Get retail
price label management, order acknowledgments, and
monthly statements at www.commercecorp.com.
TRADE SHOWS
The largest and most complete lawn and garden trade
shows in the industry are hosted by Commerce in
Baltimore, Maryland and Grand Rapids, Michigan. We
are the leading distributor for the best, nationally known
manufacturers in the lawn and garden industry
with outstanding terms and great deals. Commerce
features many exclusive products available only to the
independent trade.
HOLIDAY DECORATION
Our Good tidings division has a 10,000 square foot, state-
of-the-art showroom at our Baltimore, Maryland facility with
our own brand of Good Tidings artificial trees, greens and
electrical products for all of your seasonal needs.
GARDEN FURNITURE ACCESSORIES
Commerce Global sourcing searches the world for the
newest products in furniture and garden decor. Unique
designs, high quality materials, and consumer warranties
help define our products as the best value found anywhere.
CUSTOM SEED BLENDS
The Commerce Seed division has the ability to custom
blend bulk seed from our Midwest facility. Introduced in
2006, our emerald Park Grass seed offers our customers
a high quality, exclusive, small package grass seed line with
our 100% satisfaction guarantee.
GROWING TO SERVE YOUR NEEDS
Our most recent acquisition of J. Mollema and Son defines
Commerce Corporation as the most diverse and dominant
supplier in the country. Our newest capabilities include a
complete professional grower division and a professional
turf care division.
“OurCommerceteamisfocusedonbringingworld-
classproductsandservicestoyou,ourcustomer,
helpingyoubuildyourbusinessandgrowyour
profits,yearafteryear.Weappreciateandvalue
yourbusinessasatruepartner,andallofourteam
membersstrivetomakeCommerceyourmost
valuedsupplier.”
MALCOMB CORK- PRESIDENT
an introduction to commerce corporation

design basics
• People read left to right, top to bottom. Put the most important information
on the top left of a design.
• Dating back to the late 1700’s, Catholic Charities is today a well-respected,
cutting-edge social service and advocacy agency making lasting
differences in the lives of 160,000 Marylanders every year.
• Catholic Charities is one of the most effective and efficient non-profit
organizations. A donation to Catholic Charities guarantees you a great return on
your investment in people. Ninety cents of every dollar goes directly to our programs for those who need us.
• Catholic Charities welcomes and serves children, women, and men of all faiths, races, and circumstances. Our 2,000 employees,
10,000 volunteers, and 20,000 donors serve all who come to us with love and compassion.
Catholic Charities:
Helping People of All Faiths
8% Administration
2% Fundraising
Awareness
90% Direct to
Service Programs
Please call us at 410.625.8477 or visit www.cc-md.org for more information about our work.
Thank you for
supporting a
brighter future for
people in need!
Donate today at
www.cc-md.org
bymakingagifttoday.
Build
Brighter
Futures...
•Datingbacktothelate1700’s,CatholicCharitiesistodayawell-respected,
cutting-edgesocialserviceandadvocacyagencymakinglasting
differencesinthelivesof160,000Marylanderseveryyear.
•CatholicCharitiesisoneofthemosteffectiveandefficientnon-profit
organizations.AdonationtoCatholicCharitiesguaranteesyouagreatreturnon
yourinvestmentinpeople.Ninetycentsofeverydollargoesdirectlytoourprogramsforthosewhoneedus.
•CatholicCharitieswelcomesandserveschildren,women,andmenofallfaiths,races,andcircumstances.Our2,000employees,
CatholicCharities:
HelpingPeopleofAllFaiths
8%Administration
2%Fundraising
Awareness
90%Directto
ServicePrograms
Thankyoufor
supportinga
brighterfuturefor
peopleinneed!
Donatetodayat
www.cc-md.org
by making a gift today.
Build
Brighter
Futures...

design basics
• Shorter line lengths are easier to read so
if you have a lot of text don’t make the line
length longer than 5”. Keep this in mind when
deciding on a grid.

design basics
• If you have a table with multiple rows, shade
every other row to help with legibility.
Catch all the action of the first OceanTOwnship high schOOl Ice Hockey
Season at the Gold Coast Ice Arena in Wall.
HOMETOWN HOCKEY
Elite Players • Speed and Skills • Now with Spartan Spirit!
Day Time OppOnenT lOcaTiOn
Thurs 12/3 6:00 pm (H) vs Pt Pleasant Wall
Sat 12/5 8:15pm (A) at Jackson Liberty Wall
Thurs 12/10 6:00 pm (H) vs Marlboro Wall
Tues 12/15 6:15pm (A) at Freehold Twp Wall
Thurs 12/17 6:00 pm (H) vs RBR Wall
Sat 12/19 3:15pm (A) at JP Stevens Woodbridge
Sun 12/20 4:15 pm (A) at Midd North Wall
Sun 12/27 1:15 pm (H) vs TRE Wall
Thurs 1/7 6:00 pm (H) vs Edison Wall
Tues 1/12 6:15 pm (A) at Manalapan Wall
Thurs 1/14 6:00 pm (H) vs Nottingham Wall
Sat 1/16 7:15 pm (A) at Hamilton West Mercer County
Thurs 1/21 6:00 pm (H) vs Jackson Liberty Wall
Thurs 1/28 6:00 pm (H) vs Freehold Boro Wall
Thurs 2/4 6:00 pm (H) vs Manasquan Wall
Sat 1/30 5:20 pm (A) at Lawrence HS Lavino Rink
Sat 2/6 3:15 pm (A) at Edison Woodbridge
Thurs 2/11 6:00 pm (H) vs Monroe Wall
Sat 2/13 8:15 pm (A) at RBR Red Bank Armory
Thurs 2/18 6:00 pm (H) vs Manalapan Wall
Fri 2/19 8:30 pm (A) at TRE Winding River
Adults: $ 3.00 Students:$2.00 Seniors:$2.00
www.oceanicehockey.com
2009/2010 Ocean Ice Hockey Don’t let the puck drop without you!

design basics
• Use white space to focus the
reader’s attention
• Use adequate space before after
text to help with legibility.
• Use bullet points to guide readers
through body copy.
• Shade areas to highlight.
Friday, April 16th
1:00pm – 2:30pm
Emerging Technology Center
2400 Boston Street
Baltimore, MD 21224
Graphic
Do’s Don’ts of Design
Co-Presented by Rebecca Teaff of Redstart Creative and MyCity4Her.com
cMYKrasterKerningrGB
San Serif
Grid
Spot
White Spaceheadline MarGin
coluMnSerif
color
Vector font
Space is limited! Registration is required.
Register online: http://handsonfyi4herlunchapril2010.eventbrite.com/
or for more information call: 410.327.9090.
Complimentary for clients of MyCity4Her.com Redstart Creative, $15 registration fee otherwise.
Bring your own lunch and enjoy water, coffee, tea and dessert as our guest.
Please join us for this hands-on, working lunch.
• Rebecca, Principal Owner of Redstart Creative, will discuss the
Do’s and Don’ts of good design and lead us through the exercise
of creating a simple, but eye-catching and effective word flyer -
efficiently and effectively.
• Meet other dynamic business women, network, learn something
useful and be inspired.
• Bring your ideas, your questions and your enthusiasm!

fonts
• Use one to two fonts, three maximum. If you are using 3 the 3rd font should be
used minimally. Usually a nice combination is a serif san serif font. A script
could be used sparingly as an accent.
Patricia Lott, M.Ac. Licensed Acupuncturist, Owner
31 Allegheny Avenue, Suite 301 • Towson, Maryland 21204
info@communityacupunctureoftowson.com • 443.275.2050
www.CommunityAcupunctureofTowson.com
Our fees are based on a Sliding Scale: $20-$40.
Sans Serif
Sans Serif
Serif
Serif
A f l s A f l s

fonts
• If you have a lot of text serif fonts such
as Times or Sabon are easier to read.
L
earning that a close relative requires open-heart surgery can be a very traumatic experience. But just
imagine how much more devastating that news would be if the relative is a newborn child. That is
the horror Annie and Jeff Whittle faced 10 years ago.
After their son Shane was born at a local hospital, his doctors quickly
discovered that he had a rare heart condition. It is called Transposition
of the Great Arteries. That meant Shane’s aorta and pulmonary arteries were
reversed. Oxygen-rich blood returned to his lungs while oxygen-poor blood
was carried to the rest of his body. In short, Shane’s organs were being
deprived of necessary oxygen. Immediate surgery was the only solution.
But such delicate surgery could not be done at the community
hospital. So the Whittle’s obstetrician contacted Dr. Marcello Cardarelli,
Assistant Professor of Surgery and Director of Pediatric Cardiac Surgery
at the University of Maryland Hospital for Children. Dr. Cardarelli knew
a procedure that might help correct Shane’s condition. Best of all,
Dr. Cardarelli could operate within the week. Shane was immediately
transported to Baltimore by ambulance. When the Whittles arrived
at the University of Maryland Hospital for Children, Dr. Cardarelli was
waiting for them.
“Dr. Cardarelli sat down with us right away and explained exactly what
he was going to do,” recalls Annie Whittle. “I felt completely at peace for
some reason. I remember he drew a picture of what a Transposition of the
Great Arteries meant and then sketched out what he was going to do to
fix it. I knew at that point everything was going to be all right.”
In a procedure that lasted over ten hours, Dr. Cardarelli corrected the
defect using a series of complex microsurgical techniques he perfected
through dozens of similar procedures.
Annie still remembers the tremendous sense of relief after Shane came
out of surgery. Her child had been given a second chance through the
life-saving operation from Dr. Cardarelli.
“When they wheeled him out of the operating room, my whole
family was there standing in the hallway. It had been a really long day.
And there Shane was with all these tubes and wires attached to his tiny
body. His chest was actually still open and you could see his little heart
pumping away, the right way.”
Though Shane had to struggle for his life over the next two weeks, Dr.
Cardarelli and his dedicated team at the University of Maryland Hospital
for Children were always there. They were there for the Whittles as well.
“When it was time to take Shane home, I remember turning to Dr.
Cardarelli and telling him I could never thank him enough for giving
our precious little boy the gift of life. It was a completely overwhelming
experience.”
Even today, Annie vividly recalls the harrowing experience, and how the University of Maryland Hospital
for Children helped her through it. She even has the scrap of paper Dr. Cardarelli used to diagram Shane’s
condition. “It meant so much to me for him to do that,” she says. “It is the little things like that which set
apart the University of Maryland Hospital for Children from other medical institutions in the area.”
Last September, to celebrate Shane’s tenth birthday, the Whittles made another trip to the University of
Maryland Hospital for Children. This time, the occasion was more joyful. At a luncheon, the Whittles
presented a check for $10,000 – $1,000 for every year of Shane ’s life – to the Pediatric Cardiology
pms 2727
pms 1375
AMessagefromourCEO:2TransformingaDevastatingLoss:3PediatricBereavementProgram:4The1823Society:6AroundtheSystem:7
continued on Page 8
A Generous Gift to Celebrate a
Special Life…And a Strong Heart
The Whittle family presents the University
of Maryland Hospital for Children with a
check for $10,000.
Inside
Winter2005Winter2005

fonts
• When choosing your fonts, keep in mind the mood of the piece, professional,
casual, quirky?

fonts
• Do not overuse bold or italics to draw attention to information. It is hard to
read. Use spacing or color to draw attention.
Commerce Corporation is the premier lawn
and garden specialty distributor serving
America’s leading garden centers.
value added services • distribution • manufacturing • sales excellence • value added services • distribution • manufacturing • sales excellence • value added services • distributionHistory
Dear ValueD Customer
welCome
Commerce Corporation is eager to help you grow your
business. As America’s leading lawn and garden distributor,
we provide top-notch service, as well as an unrivaled selection
of product categories. We offer our customers exceptional
quality and diverse capabilities with personal attention to
your business needs. Since 1923, Commerce has been
committed to helping your business grow and increase
profitability.
We pledge to be both responsive and proactive in meeting
your product and service needs and to continually provide you
with innovative ways to improve your business.
Commerce Corporation is grateful for the opportunity to serve
you, and recognizes that you make our success possible. We
want to remain your business partner for many years to come,
and welcome your feedback on our performance.
Call our professional staff at 1-800-289-0982 to inquire about
our products or to receive information on the status of your
order. we’re here to help.
Our goal is your success.
Sincerely,
Richard Lessans, C.E.O.
Established in 1923, Commerce Corporation has grown with
the ownership of the Lessans family, whose third generation
is actively involved in the business. We are the largest
independent lawn garden distributor in America with
a unique and flexible product line that adjusts to today’s
changing retail marketplace.
IN-STOCK AND READY TO SHIP
Over 950,000 square feet of modern warehouse space
in four states allows Commerce Corporation to deliver
products and services to all of the markets we serve.
CUSTOMER SERVICE
Our trained full-time support team is always available to
take your calls. Our professional staff can answer your
questions about our products and the status of your order
toll-free at 1-800-289-0982.
Malcomb Cork, President

color
Color can draw attention to important points.
• Consumers are 55% more likely to pick up a
piece of full color material.*
*Xerox
Please join us for
a Baby Shower honoring
Kristi Blyer
Sunday, March 14, 2010
at 1:00 p.m.
10165 Sword Court
Mechanicsville, Virginia 23116
Hosted by Lisa Hart, Dara Geller,
Sarah Beck Rebecca Teaff
RSVP by March 6th to
Dara at gellersd@gmail.com or 804.559.8878
Kristi is registered at Babies ‘R’ Us and Target.

color
• Color increases retention by 82%. Use Color to emphasize important points.*
*Xerox

color
• Color helps messages be understood by 80%.*

*Xerox

Color Terminology
Bleed - The printing that goes beyond the edge of the sheet after trimming. The
bleed is the part on the side of your document that gives the printer that small
amount of space to move around paper and design inconsistencies.
Gradient - A gradual blend of color which can be considered as an even
gradation from low to high values
color
Rebecca Teaff • Creative Director
227 Dumbarton Road • Baltimore, Maryland 21212
410.382.1135 • Fax 866.584.6376
redstartcreative@gmail.com • @redstartcreativ
www.redstartcreative.com
business_card_PMGT2.indd 1 4/18/10 12:15:20 PM
designing clear communications
for those who want to
change the world.
identity • collateral
publications • invitations
web • email • direct mail
marketing campaigns
business_card_PMGT2.indd 2 4/18/10 12:15:20 PM
No Bleed Bleed

Color Modes
There are multiple color modes for documents and images:
CMYK - CMYK refers to the four inks used in traditional color printing: cyan,
magenta, yellow, and black. This is for materials printed on offset presses.
RGB - Red, green, and blue light are added together in various ways to reproduce
a broad array of colors. RGB is used for representation and display of images in
electronic systems, such as televisions and computers.
Spot or PMS - In offset printing, a spot color is any color generated by an ink
(pure or mixed) that is printed using a single run.
color

design basics
Multiple Items
If you are designing multiple items for an event they should function as a unit.
They don’t need to look the exact same but should build off one another.
• Find new ways to grab your prospect’s attention, change your design but keep
familiar elements.
• Continue the theme across all pieces with slight variations.
• Use a similar graphic look including graphics, fonts, colors.
• Continue the same message or “Call to Action”.

design basics

images
Use High Quality Images
• When using photographs or other images make sure they are high quality, 300
dpi. Anything lower will appear pixilated or grainy.
• If you do not have a good image get creative with type. Leave out fuzzy
graphics. You will look more professional.
• Use relevant images.

images
Purchase Photos
Buy your photos from a reputable site - do not use Flickr or unauthorized
downloads from someone’s website.
Stock Photography sites have economical, general photos vector images
for purchase:
www.istockphoto.com
www.photos.com
There are also more expensive photo sites with more variety of images:
www.gettyimages.com

images
Make the most of your images. If you only have one image use different crops of
it to make multiple pictures and visual interest.

Vector vs. Raster
Vector graphics are made up mathematically generated shapes within a drawing
program. This allows them to be enlarged infinitely.
• Vector graphics typically are saved as EPS format.
• This makes vector graphics ideal for logo design.
Raster graphics are made up of pixels, small squares. These pixels cannot
generate new information and when enlarged will look fuzzy.
• Photographs are raster.
• Raster images can be made smaller but not larger.
images

computer tips
Quick Computer Tips
• Always back up your data (all computer files) to a separate backup drive.
• When sending a file to print include your file, fonts and all supporting images.

resources
V. Resources
Graphic Design Glossaries
http://creativecurio.com/graphic-design-glossary/
http://www.adigitaldreamer.com/2/graphicdesignglossary.htm
AIGA Baltimore
http://baltimore.aiga.org/
Helpful Articles
5 Dumb Design Mistakes That Crush Copy (And How to Fix Them)
http://ow.ly/174dSf
10 Characteristics to Look For in a Printer
http://jwatsoncreative.wordpress.com/2010/04/06/10-things-printer/

VI. Any Questions?
Email me: rebecca@redstartcreative.com
questions

graphic_design_101_2013

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