Design elements in advertisements
- Strong Diagonals
+ "Z" like formation
+ "period on the page"
+ on people, we look at their eyes
+ Gillette Razor used scale, one huge razor. & color contrast (z pattern was blue, everything else was orange)
symmetrical / formal balance
strong focal point - where the eye ultimately rests
"muted background (color .. the lack there of)
line / repetition
Quantity / Proportion
Asymmetrically balanced ads
drinks
==
Think about the demographic you're designing towards.
Function - does it serve the purpose it's supposed to serve?
== Break ==
TYPE
Capline, Meanline, x-height, Baseline
Arm, Stroke, Counter (negative space in a letter), Crossbar, Serif, Ascender (above meanline), Descender (below baseline)
Freakin' awesome handout about typography!
Conflict, Contrast, and Concord
using different font (typefaces/size) in harmony.
Do's and Don'ts
Helvetica / Times New Roman
over used i'm afraid
Garamond < he seems to like this one
Smart quotes (look like sixes and nines) quoting someone "Fun!"
straight quotes (better for time and symbols 6' 7"
Two spaces after punctuation is wrong. (Thank you!)
made for monospace characters..such for fonts like Courier.
m m
iii i
Indents should be no more than half an inch.
Hyphens for bullets...don't.
• Use Bullets (opt + 8 = bullets) "it's your friend"
Italicizes is the new Underline
Bold is the new CAPS
— – -
Hyphen
• multisyllabic words that fall at the end of the line of type
• phone numbers
• Modifiers (well-reasoned)
En dash (option + -)
no spaces between numbers
read pp. 45–54
Em dash (shift + option + - )
to offset—most often used—a phrase in a sentence
