Graphic Design for Non-Designers. How to design and lay out your important business documents like flyers, brochures, business cards, pamphlets – even presentations.

1. by
Richard Randolph
Based on The Non-Designers Design Book
by Robin Williams
Graphic Design Principles
for Non-Designers

2. At the end of this workshop,
the Participant will be able to:
1. Design an effective layout using the
principles of Proximity, Alignment,
Repetition and Contrast.
2. Select a font appropriate to the piece.
3. Prepare a finished document.
This workshop will last approximately
an hour and a half.

3. This
Workshop
is based on:

4. } Principles of Design
◦ Proximity
◦ Alignment
◦ Repetition
◦ Contrast
} The World of Fonts
} The Finished Product

5. Transactions occur because of two reasons:
1. Logic – all the reasons including rational,
content, function, capability, capacity, etc.
2. Emotion – all the feelings, reactions, likes
and dislikes, instincts, etc.
To win a Customer, you must appeal to BOTH
the logic and the emotion.
Design, therefore, must include the logic and
content PLUS the desired feelings and emotions
you wish to convey to your Customers.

6. The problem: Nothing stands out
Nothing is important
Great Graphics
Don Pixel
456 E. Central Orlando, FL 32123
407-123-4567
A common design / layout:

7. The solution: Group similar items together;
separate them from other items.
Great Graphics
Don Pixel
The card is now organized
visually and intellectually.
456 E. Central
Orlando, FL 32123
407-123-4567

8. The rationale:
When several items are in close proximity to each
other, they become one visual unit rather than
several separate units.
This helps organize information, reduces clutter,
and gives the reader a clear structure.
The rule: Items relating to each other
should be grouped close together.

9. The problem: Simplistic layout is bland,
common, and unimaginative
Great Graphics
Don Pixel
456 E. Central
Orlando, FL 32123
407-123-4567
This design needs some flair
to suggest creativity and style.

10. The options: Great Graphics
Don Pixel
456 E. Central
Orlando, FL 32123
407-123-4567
Too plain and ordinary –
reserve for formal documents
Great Graphics
Don Pixel
456 E. Central
Orlando, FL 32123
407-123-4567
Great Graphics
Don Pixel
456 E. Central
Orlando, FL 32123
407-123-4567
^ Align left
_ Align right

11. The solution:
Great Graphics
Don Pixel
456 E. Central
Orlando, FL 32123
407-123-4567
The right-side alignment
gives order; adds sophistication

12. The rationale:
Every element on your page should have some
visual connection with another element on the page.
Nothing should be placed on the page arbitrarily.
The rule:
Always find something else on the
page to align with, even if the two
objects are far away from each
other.

13. Balance
u Divide your “frame” into thirds,
horizontally and vertically.
“Power”Points

14. Empty space is not “nothing” – it is a powerful
“something” that gives the other elements
their power.
Empty space has a purpose. It's part of the
design and it helps the reader.
Empty space gives the design “air” to breathe.
It's a resting place for your eye.
Empty space implies elegance and clarity.
Use white space to create pauses between
different elements on the page.

15. AVOID
CLUTTER!

16. The problem: It doesn’t stand out;
There’s no “brand identity”
Great Graphics
Don Pixel
456 E. Central
Orlando, FL 32123
407-123-4567
Let’s add some distinctive
design elements…

17. The solution:
Great Graphics
Don Pixel
456 E. Central
Orlando, FL 32123
407-123-4567
The red i and vertical line
add impact and uniqueness

18. The solution:
Great Graphics
Don Pixel
456 E. Central
Orlando, FL 32123
407-123-4567
456 E. Central
Orlando, FL 32123
407-123-4567
Great Graphics
Great Graphics
456 E. Central
Orlando, FL 32123
407-123-4567
Repeat design elements across the entire message
and all pieces of the message.

19. The rationale:
Repetition develops the organization and strengthens
the unity of the piece.
You can repeat colors, sh∧pes, , fonts, sizes,
spatial relationships, line thickness, graphic concepts
The rule:
Repeat visual elements of the
design throughout the piece.

20. The problem:
Great Graphics
Don Pixel
456 E. Central
Orlando, FL 32123
407-123-4567
Looks better, but we can still add
emphasis to make it more memorable.

21. Five ways to create contrast
Size Shape Shade Color Proximity
“…use just notable differences – visual elements that
make a clear difference, but no more…”
~ Edward Tufte

22. The solution: Add a design element that
contrasts with the rest of the piece
GREAT GRAPHICS
Don Pixel
456 E. Central
Orlando, FL 32123
407-123-4567
This will draw the eye to it
and cause it to stand out

23. The rationale:
Contrast can be the most important visual attraction
on a page – it guides the eye, and it’s what makes a
reader look at the page in the first place.
Avoid elements on the page that are merely similar.
The rule:
If elements on your page are not
the same, then make them very
different.

24. Great Graphics
Don Pixel
456 E. Central Orlando, FL 32123
407-123-4567
Before
GREAT GRAPHICS
Don Pixel
456 E. Central
Orlando, FL 32123
407-123-4567
After

25. } Proximity – Items relating to each other
should be grouped close together.
} Alignment – Always find something else on
the page to align with, even if the two objects
are far away from each other.
} Repetition – Repeat visual elements of the
design throughout the piece.
} Contrast – If elements on your page are not
the same, then make them very different.

26. Two major styles of type:
Serif SansSerif
Difference:
Ornamented
with “tic” marks Plain, simple
When to use:
Body text / long
passages
Titles,
headlines,
captions

27. Personality of fonts:
Georgia Formal, practical
Times New Roman Professional, traditional
Courier! Plain, nerdy!
Arial Stable, conformist
Tahoma Young, plain
Century Gothic Happy, elegant

28. Six basic categories of type:
Old style
Modern
Slab serif
Sans serif
Script!
Decorative
Your purpose is communication.
The type should support the communication –
it should never inhibit it!

29. Consistent – only one type family without
much variety in size or weight.
Keeps the page harmonious and quiet. (Boring?)
Conflicts – Combine typefaces that are similar
in style, size, weight. The similarities are
disturbing. (This should be avoided.)
Contrasts – Combining separate typefaces that
are distinctly different from each other.
Appropriate contrast is a good thing.

31. } Design for non-designers
http://goo.gl/VFmJa
} Graphic Design for Non-Designers
http://goo.gl/tXbfb
} The Non-Designer’s Design Book
http://goo.gl/iN5MU
Richard Randolph
randolph.richard@gmail.com
Click on links below
to download