Content is so much more than text. We all know that. But for most of us, visual design isn’t our first language. In this presentation, you’ll learn how to support your content with great visual design when you don’t have the time or ability to work in tandem with a design strategist.
Designed and presented by Niki Blaker and Patricia Tompkins.
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Additional resources:
Adobe Kuler color wheel: https://kuler.adobe.com/create/color-wheel
Colour Lovers: http://www.colourlovers.com
The Non-Designer's Design Book by Robin Williams: http://amzn.to/RNlv7r
Thinking with Type by Ellen Lupton: http://amzn.to/1jEfTqS
2. PATRICIA TOMPKINS
Senior Art Director, Sitewire
Programs Director, AIGA Arizona
NIKI BLAKER
Design Strategist, Forty
President, AIGA Arizona
A little bit about us
8. Game of Thrones
Drinking Game Rules
Sip
Joffrey acts like a scumbag
Jon Snow is called a bastard
Tyrion makes a quip
Someone makes a toast
Shot
Someone claims X to be the true King
Khaleesi is referred to the “Mother of Dragons”
The Iron Throne is mentioned
Gratuitious sex or nudity
9. CONTRAST
is what makes the reader look
at the page in the first place.
The bold and the beautiful.
10. GAME OF THRONES
Drinking Game Rules
SIP
Joffrey acts like a scumbag
Jon Snow is called a bastard
Tyrion makes a quip
Someone makes a toast
SHOT
Someone claims X to be the true King
Khaleesi is referred to the “Mother of Dragons”
The Iron Throne is mentioned
Gratuitious sex or nudity
11. REPETITION
is the process of creating a
visual pattern that helps
unify your message.
Marcia, Marcia, Marcia!
12. GAME OF THRONES
Drinking Game Rules
SIP
Joffrey acts like a scumbag
Jon Snow is call ed a bastard
Tyrion makes a quip
Someone makes a toast
SHOT
Someone claims X to be the true King
Khaleesi is referred to the “Mother of Dragons”
The Iron Throne is mentioned
Gratuitious sex or nudity
13. ALIGNMENT
connects the visual elements
together, creating an invisible
line of cohesiveness.
From lawful good to chaotic evil.
14. GAME OF THRONES
Drinking Game Rules
SIP
Joffrey acts like a scumbag
Jon Snow is call ed a bastard
Tyrion makes a quip
Someone makes a toast
SHOT
Someone claims X to be the true King
Khaleesi is referred to the “Mother of Dragons”
The Iron Throne is mentioned
Gratuitious sex or nudity
Someone gets killed
16. GAME OF THRONES
Drinking Game Rules
SIP
Joffrey acts like a scumbag
Jon Snow is call ed a bastard
Tyrion makes a quip
Someone makes a toast
SHOT
Someone claims X to be the true King
Khaleesi is referred to the “Mother of Dragons”
The Iron Throne is mentioned
Gratuitious sex or nudity
17. Game of Thrones
Drinking Game Rules
Sip
Joffrey acts like a scumbag
Jon Snow is called a bastard
Tyrion makes a quip
Someone makes a toast
Shot
Someone claims X to be the true King
Khaleesi is referred to the “Mother of Dragons”
The Iron Throne is mentioned
Gratuitious sex or nudity
18. GAME OF THRONES
Drinking Game Rules
SIP
Joffrey acts like a scumbag
Jon Snow is call ed a bastard
Tyrion makes a quip
Someone makes a toast
SHOT
Someone claims X to be the true King
Khaleesi is referred to the “Mother of Dragons”
The Iron Throne is mentioned
Gratuitious sex or nudity
19.
20.
21. RECR
AP
By creating bold contrast, using repetition, and
organizing your content through alignment
and proximity, you create a visual heiarchy that
guides the reader through their experience.
35. If you really want to hear about it, the first thing you’ll probably
want to know is where I was born, an what my lousy childhood
was like, and how my parents were occupied and all before they
had me, and all that David Copperfield kind of crap, but I don’t
feel like going into it, if you want to know the truth. In the first
place, that stuff bores me, and in the second place, my parents
would have about two hemorrhages apiece if I told anything pret-
ty personal about them. They’re quite touchy about anything like
that, especially my father. They’re nice and all--I’m not saying
that--but they’re also touchy as hell. Besides, I’m not going to tell
you my whole goddam autobiography or anything. I’ll just tell you
about this madman stuff that happened to me around last Christ-
mas just before I got pretty run-down and had to come out here and
take it easy. I mean that’s all I told D.B. about, and he’s my broth-
er and all. He’s in Hollywood. That isn’t too far from this crumby
place, and he comes over and visits me practically every week end.
He’s going to drive me home when I go home next month may-
be. He just got a Jaguar. One of those little English jobs that can
do around two hundred miles an hour. It cost him damn near four
thousand bucks. He’s got a lot of dough, now. He didn’t use to. He
used to be just a regular writer, when he was home. He wrote this
terrific book of short stories, The Secret Goldfish, in case you nev-
er heard of him. The best one in it was “The Secret Goldfish.” It
was about this little kid that wouldn’t let anybody look at his gold-
fish because he’d bought it with his own money. It killed me. Now
he’s out in Hollywood, D.B., being a prostitute. If there’s one thing
If you really want to hear about it, the first thing you’ll prob-
ably want to know is where I was born, an what my lousy
childhood was like, and how my parents were occupied and
all before they had me, and all that David Copperfield kind of
crap, but I don’t feel like going into it, if you want to know the
truth. In the first place, that stuff bores me, and in the sec-
ond place, my parents would have about two hemorrhages
apiece if I told anything pretty personal about them. They’re
quite touchy about anything like that, especially my father.
They’re nice and all--I’m not saying that--but they’re also
touchy as hell. Besides, I’m not going to tell you my whole
goddam autobiography or anything. I’ll just tell you about this
madman stuff that happened to me around last Christmas
just before I got pretty run-down and had to come out here
and take it easy. I mean that’s all I told D.B. about, and he’s
my brother and all. He’s in Hollywood. That isn’t too far from
this crumby place, and he comes over and visits me prac-
tically every week end. He’s going to drive me home when
I go home next month maybe. He just got a Jaguar. One
of those little English jobs that can do around two hundred
miles an hour. It cost him damn near four thousand bucks.
He’s got a lot of dough, now. He didn’t use to. He used to be
just a regular writer, when he was home. He wrote this terrific
book of short stories, The Secret Goldfish, in case you never
heard of him. The best one in it was “The Secret Goldfish.” It
was about this little kid that wouldn’t let anybody look at his
VS
Serif
Sans-serif
36. Letterspacing
L e t t e r s p a c i n g
Word spacing
Word spacing
&
Kerning
Tracking
37. Line length LeadingAKA LINE SPACING
If you really want to hear about it, the first thing you’ll probably
want to know is where I was born, an what my lousy childhood
was like, and how my parents were occupied and all before they
had me, and all that David Copperfield kind of crap, but I don’t
feel like going into it, if you want to know the truth. In the first
place, that stuff bores me, and in the second place, my parents
would have about two hemorrhages apiece if I told anything pret-
ty personal about them. They’re quite touchy about anything like
that, especially my father. They’re nice and all--I’m not saying
If you really want to hear about
it, the first thing you’ll prob-
ably want to know is where I
was born, an what my lousy
childhood was like, and how
my parents were occupied and
all before they had me, and all
that David Copperfield kind of
crap, but I don’t feel like go-
ing into it, if you want to know
the truth. In the first place, that
stuff bores me, and in the sec-
ond place, my parents would
have about two hemorrhages
apiece if I told anything pretty
personal about them. They’re
quite touchy about anything
like that, especially my father.
If you really want to hear about it, the first thing you’ll probably
want to know is where I was born, an what my lousy childhood
was like, and how my parents were occupied and all before they
had me, and all that David Copperfield kind of crap, but I don’t
feel like going into it, if you want to know the truth. In the first
place, that stuff bores me, and in the second place, my parents
would have about two hemorrhages apiece if I told anything pret-
If you really want to hear about it, the first thing you’ll probably
want to know is where I was born, an what my lousy childhood
was like, and how my parents were occupied and all before they
had me, and all that David Copperfield kind of crap, but I don’t
feel like going into it, if you want to know the truth. In the first
place, that stuff bores me, and in the second place, my parents
would have about two hemorrhages apiece if I told anything pret-
ty personal about them. They’re quite touchy about anything like
that, especially my father. They’re nice and all--I’m not saying
&
45. RECAP
Well-designed type considers the overall
communication goals, takes into consideration
the brand personality and thoughtfully utilizes
appropriate typographic treatments to convey
meaning.
78. RECAP
By understanding the basics of color theory
and how colors work together, you can then
incorporate other factors such as your audience,
mood, branding and imagery to create your
ideal color palette.
88. THEY FINISH EACH
OTHER’S SENTENCES
When choosing images to compliment copy, look
for visual stories that support written content,
encompass the broader message, and contain a
primary focus, while providing useful context.
91. When choosing stock images, try to avoid generic,
overused or overly-simplified subjects and
compositions. There is nothing more damaging to
user engagement than publishing interesting copy
paired with boring visuals.
92. PUTTING IT ALL
TOGETHER
The design principles of visual heirarchy along with the
understanding of color, type, and image match-making,
will help support the voice and tone of your message,
connect with your audience, and achieve your clients’
goals to create one complete, holistic experience.