"Focus on user experience", "Story telling", "Remove everything that doesn't belong"
Contrast (adds visual interest through making two similar items VERY different, "make it BIG, or make it very small") It brings out dominant elements and creates dynamism
Works with typography
Blue and orange are opposite colors on Goethe ’ s color wheel
A classic example of contrast in an ad
Repetition (adds visual interest, creates unity, example: background color or pattern)
1 : 1.61803398875 – also called the golden section (Latin: sectio aurea ) or golden mean Fibonacci sequence : 0, 1, 1, 2, 3, 5, 8, 13, 21, 34, 55, 89, 144, ...
Proximity (group related elements, separate unrelated ones) (use just the right images, no more) Gestalt "People often don't look at every detail, but experience a page/spread as a 'unified whole' (Gestalt psychology, Germany 1920s)
“ Things that are seen together seem to belong together. ”
First decide on a physical dimension: standard / non-standard, portrait (vertical) / landscape (horizontal), square, round, etc. Size matters and communicates. If it ’ s a brochure, how is it going to be bound? Spiral, traditional, or simply a large piece folded into small?
Examples
Examples
Examples
Examples
Examples
Examples
Helvetica only! Hierarchy is important, “ what to look first at? ” , using styles Clear discernible headlines Text as a design element should be easy to scan with the eye Balanced relationship between body text, line spacing and white space
Hierarchy of importance
Examples
Examples
Examples
“ A picture says more than a 1000 words ” How much? Full page w. a headline, balanced btw. text and pictures, just one picture per page? Consistency in image style, decide on art direction: focus on people / illustration / metaphors / abstract Resist using built-in clip art
A picture says more than a 1000 words
Or focus on people
Or using illustrations –
Or a combination of pictures, illustration, etc.
We all should know by now that the TEDx logo is fixed in shape, color, font and the size relationship of all it ’ s elements
It ’ s very easy: there are only 3 colors in TEDx design, red, black and white (mostly background)
Mostly in web and print design, but as a style element it should be used consistently across all platforms
Example
Example
User experience, usability principles
User experience, usability principles
Horizontal is better Two holes to hang is better First name needs to be VERY large
User experience, usability principles
Nancy Duarte: Slide:ology, Garr Reynolds: Presentation Zen “ Remove what doesn ’ t belong ” Big supporting images, little to no text NO bullet points!
