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LSC 332: Lecture 3Strategic Communication Design
A Quick Review
Why? It’s All About the Brain
What is Design Then?
Design is the planned arrangement of elements to form a visual pattern that communicates a specific message to a specific audience/s.
What does it do?
It attractions attention, it clarifies, it communicates, and it accelerates learning
What are the Attributes of Effective Design?
Effective Design is:Purposeful – EVERYTHING in design should reinforce the messageFunctional – legible Elegant – creative, innovative, appropriate (Don Norman, Ph.D.)Clear – communicates quickly with the RIGHT audience
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Strategy for Being Effective
USE THE 3D1. Discovery/Definition2. Design and Dictate3. Delivery
LET’S REVIEW PGN AGAIN
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LET’S LOOK AT YOUR SAMPLES
Let’s reverse engineerLook for patterns
TIP: Know what you want to say and say it clearlyTIP: View your design from a user perspective
Carefully consider your impressions about Plain Good Nutritionafter viewing their promotional flyer. Now, how will you improve it?
WHAT IS THE MAIN MESSAGE BEING COMMUNICATED?
WHAT ARE YOU REALLY SAYING?
EYE DIRCTION, FOCUS
Red = most attentionYellow = next mostGreen = leastNo color = no attention
EYE DIRCTION, FOCUS
Red = most attentionYellow = next mostGreen = leastNo color = no attention
EYE DIRCTION, FOCUS
Red = most attentionYellow = next mostGreen = leastNo color = no attention
EYE DIRCTION, FOCUS
Red = most attentionYellow = next mostGreen = leastNo color = no attention
EYE DIRCTION, FOCUS
EYE DIRCTION, FOCUS
DESIGN TOOL 1: CONTRAST
CONTRAST = CLARITY
What is it? It’s a tool to help …• clarify the main message• clarify who the message is for (audience)• convey main offer or problem it solves
• Without good contrast, you will not get 1st attention
CONTRAST PITFALLS
Common Pitfalls: • Lack of white space, • too many typefaces, • unnecessary images and borders.
Types of Contrast >>
6 PRO CONTRAST TECHNIQUES
Common Pitfalls: • Lack of white space, • too many typefaces, • unnecessary images and borders.
Types of Contrast >>
Tool 1: Contrast Before & After
Tool 1: Contrast Styles
Before & After: Which is clearer? Why specifically?
Contrast with Color. What’s most important?
Contrast with Color. What’s most important?
The Before: What are the problems? LSC 530
A Quick Demo …
DON STANLEY | @3rhinomedia | Fall 2013
HomeworkASSIGNMENT 1: Work on Plain Good Nutrition Flyer
PROJECT REQUIREMENTSYou must use all content in the flyer with the following exceptions:1. You can change the headline text2. You do NOT have to use the logo (of the sunflower)3. You CANNOT add any new text other than a new
headline but you can reorder the text4. You CAN use any image/s you would like to, but you
don’t have to use images5. NO CENTER ALIGNING!