CREATE A PROFESSIONAL BROCHURE

As promised, this post reflects the previous blogpost in regards to brochures. The last post gave direction on what to think about as far as the structure of a brochure, how to lay it out, and to know your target audience. Today's post will go more in depth on the design aspect of the brochure, rather than the layout.

Your brochure is comparable to a book because it informs a story about your product or service that you wish to present. With saying this, there should be a definite beginning, end, front and back cover. Make sure that you put thought into what you want to have included. Although brochures need to include a lot of information, one still needs to be selective. The brochure explains a product and has the goal of the audience or potential audience to go to the next step- purchasing what is offered. Therefore, it is essential to provide evident and pertinent information, so the brochure is not overlooked.


Below are steps for non-designers and/or beginners on how to create a basic brochure:


1. The Cover


The cover of the brochure must be appealing and have a strong message. If the cover is too generic, or general, the reader may not even open it, or worse, not even notice. To cut to the chase- If the cover doesn't sell, there's no motivation to look at the brochure. Have the point of the brochure evident on the cover along with a graphic or image that's appealing, yet describes it-as in the brochure. People say to not judge a book by it's cover, but let's face it...everyone does, and the same message goes along with a brochure. Make it pop!




2. Less is More


Although it's extremely important to have enough information to support the message that your brochure is intended for, it's also important not to create clutter. With saying this, one should utilize short sections (columns) with a headline or subheading to clearly identify different parts or points of the brochure. Although the folds can do this too, the information can still seem cluttered and confusing. This will also make the brochure look professional and set it apart from others.


3. Use Pleasing Graphics


Choose graphics that actually pertain to your point. If your brochure is for a resort in the Caribbean Islands, don't but graphics of mountains. If you think this is funny, I've literally seen it done. It confuses the reader and will not get the point across to the target audience. Also, using maps for locations, and pictures of the specific product being described is a must. If you read previous blogs on this site, high-quality images and appropriate effects put an edge over other brochures as well!


4. Contact Information


This may be one of the most important sections. It's actually essential. Although it may seem obvious, no matter what marketing template or piece that you are doing, it's important to have contact information on it! Company name, logo, address, phone number, fax, email, website, and other contact information that you want to include must be present. If this is absent, what's the purpose of the brochure anyway? It will lead to immediate action that the audience may take.




5. Fold Measurements


This may be relating back to the previous blog, but be aware of fold measurements, and where the information is placed on the actual layout. Keep the information in order from when the consumer opens, flips through and closes.



Again, there are tons of templates that can be downloaded online, as well as tutorials and other articles that go into more detail on the ins and outs of brochure layout and design. The possibilities are endless! This just brings you one step closer to being that much better of a designer!


Brochures created by new designers have many of the same problems as newsletters: lack of contrast, lack of alignment, and too many different types of font. Author, Robin Williams shows some of the do's and don’ts of brochure design in his award-winning article, Peachpit Press.

LAYING OUT A BROCHURE

-So you have a brochure design for a company, and you don't know where to start? Here are some easy tips and pictures to support what to do and what NOT to do when it comes to laying out the template of a brochure.


-Now for some of the even most qualified designers, putting together a brochure can be time consuming and difficult to construct. There are folds, a lot of information to include, and dimensions that can throw a wrench into anyone's work process. However, there are many tutorials and articles on the before-stages of designing brochures, as well as templates that can be downloaded online.  Luckily for the beginners and non-designers out there, we're sticking to the basics until one is ready to handle a higher level of difficulty.

1. Know Your Purpose

-There is one critical thing that is essential to creating a brochure. The first step is identifying the purpose of the brochure you or the client wants to accomplish. It needs to tie directly into the target audience, while having appeal and a professional look. One can use methods such as educating, informing or entertaining the audience.


2. Choose Your Panels


-The next thing you need to do is decide the number of panels or faces are going to be in the brochure...duh. Ask yourself some questions, such as how much information is in the brochure? How is it going to be utilized? How unique will the design be? (again, start off basic if you're just learning). Is it going to be used for mailing? How much money does your budget allow you to spend?
There are important decisions to consider when creating your brochure!


3. Have a Catchy Phrase


- An attention-getting phrase or graphic is essential to have on the cover of one's brochure. Separate your brochure from all of the other general and cliche ones out there. This most often occurs in educational or informative types of brochures. The product appears on the cover with the information listed inside most commonly. As for educational brochures, (used the least) one might see puzzles, drawings, games, and a number of graphics.


4. Sort Through the Hierarchy of Information

- Discuss with your client...or if you are your client decide the order of information that you're including in the brochure. Start of course with the primary information and move down from there. With this being said, the panels should be placed so you can see where you want to put the information. Ask yourself questions such as, should the panels relate or hold distinct differences of information?


5. Start Designing!


When all of the previous steps ^ are thought through and finished, one can actually start thinking about the design process. Take into consideration food and basic elements of design to start off with. One doesn't want information and design to conflict. Remember, that balance, scale, color, negative space and the body copy are essential parts to the design and need to be deeply considered.





-These are some pointers that are just getting you started. Follow me on twitter for the sequel to this blogpost for some tips on the actual designing aspects of brochures. In the meantime, check out these examples below for inspiration! Some of them are a little out of reach for beginning designers, but are still enjoyable to look at!

Go to http://digcms.com/2010/11/23/50-best-and-beautiful-brochure-designs-for-inspiration/ for more inspiration!!!

CRAP THEORY

While looking on the internet for inspiration, I came across this hilarious theory...CRAP. I mean, how much better can get it. This post and it's content is entirely from the Non-Designer's Guerrilla Marketing Guide by Robin Williams. Although this theory is short, it's informational and easy to remember. Plus, has some great points for people to remember when putting together a composition! I thought my viewers would enjoy this! :)



C.R.A.P


C= Contrast - Contrast draws your eyes to a page, it grabs your visual interest. Ways to create contrast: use two very different typefaces or use two very different line thicknesses or use two very different colors. The trick is to be strong. Don't be a wimp.


R= Repetition - Repeat certain elements throughout the piece. You might repeat colors, textures, typefaces, rules, dingbats, bullets, or graphic style. Repetition serves to unify a design.


A= Alignment - Make sure everything on your page is aligned with some other item on the page. Either line up the baselines, the right edges, the left edges, the tops, or the bottoms. If items are not aligned, then make sure they are really not aligned - don't almost align things. Thus, don't let a photo hang out a quarter-inch-- let it hang a whole inch.


P= Proximity - Refers to the spatial relationships between elements. The designer must keep appropriate items together. Thus, a subhead should be closer to the text below it than to the text above it; a caption should be close to its photograph. Remember that the space between items on a page gives the reader an instant impression of the content, even before the read the text

TIPS FOR NON-DESIGNERS

So you're not the creative type, ehh? Well I hate to break it to you...Everyone has a creative streak in them. Some just know how to utilize it more than others...


If you're calling isn't in the design medium, yet you still want a little background, you're in luck! It's common for people who don't have design experience or training to make simple mistakes. Below are some helpful tips for non-designers to still be successful AND professional with any template or layout they're constructing.



1. Sometimes Less is a Little More


-This statement is in regards to all aspects of a design- type, graphics and clutter. A piece such as a resume, poster, business card, letterhead, banner, billboard ad, etc...will be more successful with controlled variety.

-Keep fonts to a minimum. Unless you're aware and can utilize several fonts, sticking to 2 or 3 is necessary for a non-designers.

-Color can be used for impact, but it doesn't have to look like a bag of skittles. Color can create contrast if utilized correctly, and minimizing to a few will do wonders and make that piece pop. (Kuler is an online website that offers fantastic color palettes!)



2. Centering Paragraphs? Just don't.


-Let's just be straight-forward and say that centering paragraphs looks cheezy, unprofessional, and just bad. Not only this, but it's also hard to read as well. Keep the centering aligning to headings, subheadings or professionals in general!



3.  Font Caps


-Decorative font can add a lot to a piece, but let's not get to out of hand here people. Script fonts (Ex: Edwardian Script) in all capitals looks tacky and difficult to read. Font that's larger in size to the other text on the poster obviously states it's more primary information, so you don't need to add it all in caps to make the audience aware.



4. White Space


-This blog site can't stress enough on how important composition is. The white space (negative space) in any design is just as important as the graphics or text as well. White space has a form and shape too, so utilize it! Non-designers have a tendancy to cram as much information onto a layout as possible. Refer back to tip #1 please and say it with me- "Sometimes less is more". One sentence or graphic can often have the same meaning as 10. Be selective and separate out primary, secondary and tertiary information.






5. Proofread. Proofread. Proofread!


-Spellcheck doesn't always cut it. There's a little more to design than that. If you go to the character tablet in any program you're working with, you can change things like leading and word spacing which can really enhance the body copy in your work!

-If have any text on the layout you're designing, read through it yourself to not only catch grammatical errors, but if it makes sense and SOUNDS professional! Read it out loud in fact...lol...but really, I promise it will help and you will catch even more errors this way as well.





Here are some not-so-great examples of design pieces. Can you see identify the mistakes after reading some of these tips?

Below are some books for non-designers to further assist knowledge in the adobe programs. You can search for these books and look at the ratings...Looks like a good find to me!!

DESIGNER'S BLOCK?

Being a designer has its challenges like anything else in the world today...especially if you're just beginning! There's a number of things that may cross your mind. Are you certain that your design is "correct"? Even if it is, is it on the right path? How is it in comparison to other peoples' work? Is it original enough? Creativity may be interrupted by insecurities. Confidence starts to wither away and designer's may pull back rather than taking risks that could turn into amazing pieces.



As a designer using any media, especially a beginner, you do not want to fall into this trap! Below are insightful tips of inspiration to provide knowledge on how to succeed, not fail in the design world.



1. Become Comfortable with Yourself and Your Work


     - Once you've required minimal knowledge, apply it.  For example, if your interest is logo design, practice often and market attributes. Don't hold back and don't be to overly proud or confident with yourself. If you have the skills and believe in yourself, spread your name. By doing this, it will not only market yourself, but you will get feedback. Like a critique in class, you take a risk (or you don't) and you get feedback on it whether it is positive or negative, it will help develop you as a designer. Don't be shunned by it, take the heat (if there is heat) and use it for what it's worth!

     -Be proactive in advertising. Show your skills off and market your work! Confidence, not cocky is the key, no matter how comfortable you are with your work. Visit Facebook and Twitter and share some photos of your lates work for example. Not enough?  Go to the next step and create a Linkedin profile or go to Weebly or Wix and create an online profile. These are just minimal starters to the possibilities that are out there! Become a brand that is comfortable, marketable and memorable.



2. Maintain a Balance


     -Always think outside the box, but have constraints. Take risks and avoid hesitation if it feels right. However, with saying this, find a sense of balance, and a positive attitude in relation to your skills as a designer. Success doesn't come easily. Yeah, yeah, we've heard all of those cheesy quotes in regards to failing first and eventually succeeding in the end. Well, it's true in the design world in a sense as well. So one of your designs wasn't as successful as intended? Retweek it, recreate it, revise it. Make it something completely different. This is how innovation is engineered...by recreating. Install imagination by bridging that balance within your attitude, beliefs, values and design work.



3. Learn From Others


    -Although it's encouraged and almost mandatory in today's world to be honest with your work, it's important to learn from others as well. Inspiration assists any designer no matter what stage they are in their career. Inspiration and knowledge is accumulative. You may like a certain picture here, a photo editing tip there, or a typography typesetting composition there. Like I said, the best of the best designers didn't get where they are today by sitting in a room by themselves with no access to the outside world for inspiration. They learn from others while applying their own knowledge and design styles. Learning from others will help you find a creative pulse. Don't isolate yourself, but don't copyright either (because you could go to jail...lol...but seriously). Reach out and embrace the beautiful artwork that's out use it to your advantage!




I hope these three inspirational spurts bumped your self esteem up a little! For all of you beginners out there, I've hit a designer's block many, many times...and still do! Don't become discouraged if your not the best, or aren't where you expected to be. Embrace.

Go to this website to check out some amazing inspirational ideas and creations from former designers! The range is endless from typography styles to animation to anything involved with CSS! -->
http://mashable.com/2009/03/16/design-inspiration/

CREATING LOGOS

-Logos are everywhere, whether it be for a business or a personal icon. It's recognizable and is what brands you or your business/company. Although commonly assumed, a logo may not always be an image. Today's exerpt is going to give you some tips to creating an effective logo.

-Illustrator is the easiest and most efficient Adobe program to create logos. It is simplest to 'illustrate' your logo using the pen tool, as well as adding any effects such as drop shadows, blends, blurs, filters, etc... This can be a frustrating program to use if one has never used it before. The MOST helpful website/tutorials I have found to use is below.  

This tutorial is fantastic to use for starting with Illustrator. It is structured and the lessons are divided into 4 weeks, but it's extremely easy to catch on and practice on your own time. You can also skip around to different lessons depending on your purpose and your speed of learning. Check it out to learn more!

http://www.vectordiary.com/illustrator/illustrator-training-course/

This link has 5 different detailed tutorials site strictly for the pen tool:

http://www.illustratortips.com/index.php/Instruction/Beginner-Tips/5-essential-illustrator-pen-tool-tutorials.html

-Scanning an image and playing with it on your default computer settings doesn't make the cut, guys. Below are examples of logos made through Illustrator to help create a professional and appealing logo for your need. 

1. Know Your Purpose:

A logo's intention is to brand the nature of your 'business'. The most efficient designs relate to what you do, your products, or what you have to offer. One wouldn't have the same logo for a night club and a non-profit organization...Well, let's hope not. Some examples of effective logos are below:

2. Always Brainstorm:

Next step is brainstorming an effective logo design. Think of an image that you or your business wants to portray to your audience. What is the 'mood' of your business? Where are you located? These are some questions to ask yourself and consider. Never hurry a brainstorm session either. "Good things happen to people who wait." Do some sketches and research online to get ideas!

3. Think of a Tagline:

What is a tagline you ask? A tagline is either a word or phrase that describes the company. It can be a motto or statement similar to your company or brand's mission statement. This creates a memorable jingle that pulls an audience in. Does "Just Do It", "Mmm, mmm, good" and "I'm lovin' It" sound familiar? Of course they do, not only does this associate with the logo, it also give the opportunity to incorporate the tagline in the design.

4. Be Original:

It's extremely important that your logo not only looks professional and represents your company, it's important that ir STANDS OUT! Come up with a design that isn't generic or similar to the competitors. If it isn't, there's no way to distinguish from the other logos that are in the same industry. Hence, be creative :). Some professional examples are below that caught my attention and I hope yours too!

5. The Three P's - Play. Practice. Perfect.

Yes...I did just make this up. The meaning of this, is that a logo isn't going to be perfect on the first try. It's going to take revision, trial and error, and outside critique to get the final product. 

• Play around with the features and applications on Illustrator, (or any other program you're using) to see what effects there are! 

     *Remember, if you're not familiar, the beginning of this blog ^ has links to amazing tutorials to get        you started.

• Practice using those features once you have discovered them. Just because you 'discovered' it once, make sure you know how to fully utilize the tool. Just like athletics, practice also makes perfect in the design world.

• Perfect the applications you use and apply. Make sure there are no errors or glitches in the design. Sometimes the pen tool gets the best of me and I don't realize hanging points or uneven spacing. You want the end-product to be perfect. 

-Exploring fonts is also necessary and essential when designing a logo. A lot of logos have text of some kind (Doesn't necessarily need to). Make sure the fonts relate to the image and are proportional as well. Like stated in the previous blog, knowing the difference and relation between serif and san serif fonts is useful as well!

6. Make Your Logo Flexible:

The logo design that you are creating needs to be flexible so it can be altered and used in all mediums, files and forms. It should be adaptable so it can be spread across all cultures. Make sure it's going to relate to your company in the future, especially if it grows :). Below are just a few more examples that are inspirational to say the least. They have great quality, can be changed with file size, and relate to the company's intentions.

7. ATTENTION!

Below are some bad (and hilarious if I may say so myself) examples of logos. Please stand as clear as possible of making the same mistakes as these companies did...

Feel free to literally LOL.

ENHANCING DETAIL IN YOUR PHOTOS

-Now that we've learned a few basic principles and elements of graphic design in regards to composition, grid structure, elements and typographical composition, we can venture out a little bit and dive into some fun tips and pointers!

-I see the 'I've-always-wanted-to-be-photographer' in all of you...Okay, even if you don't there's still some great ways to really enhance photos whether you're printing them off to hang on your fridge, uploading to Facebook, using for a Christmas card, or for a design project (Yay!). There's always ways to make images look their best and improve the quality.

-An easy way to improve the visual effectiveness of a picture is to apply some techniques through Adobe Photoshop. If you don't own this program you can always download a 30-day trial from the Adobe CS5.5 website to try out before you purchase.

-If you've never used the program, check out this article for the easiest navigation and tips to get started--> http://mashable.com/2010/08/12/12-beginner-tutorials-for-getting-started-with-photoshop/

Some of the ways to improve the quality and visual appeal to a photo:




Saturation: Improves the colors the color in your picture
   1. open up the saturation editor (image->adjustments->hue->saturation) in Adobe Photoshop CS5.5 (or older versions if you have although navigation may be slightly different)
   2. Move the saturation slider to the right (15-25 points) to increase the overall richness of your image.
   3. If the picture has too much of a specific color, select specific CMYK to adjust it
   4. Changing the hue also creates an appealing look. You can change certain colors (blues or reds) to image a richer color

-Saturation and focus was utilized to make the colors on the parrot really stand out against the foreground!

Levels:
   1. Open up the levels editor (image->adjustments->levels)
   2. A graph will display the image data
   3. Move the right-hand pointer to the edge of the graph data to improve brightness quality without losing the picture effectiveness
   4. If you move the pointer closer to the graph data you wills tart seeing the quality decrease
   5. Utilize the left-hand pointer and glide toward the right so the dark colors are accentuated, but be careful
   6.The middle pointer changes the overall brightness (white balance) but this isn't something to play with carelessly. Only use if the quality of the original image is dark

-Practice makes perfect. Also realize that the color on screen is always different from the color when it prints, especially with a low-quality printer. The color is usually darker when on paper compared to the screen.

-Personal photograph of my newborn niece

-The image was originally dark, but by changing the levels to improve the brightness quality, the picture looks so much better!

Image Resolution: Number of pixels measured with color information within an inch
   1. Low resolution images look pixelated and lack detail. It can also come across as fuzzy and is hard and rarely used in larger templates and documents
   2.Super-high resolution can be used for large file sizes and need few adjustments to improve visual quality.
   3. Images should at least be 300 resolution (300 dots per inch) to utilize as an image
   4. Resolution and image size are inversely related
   5. The settings used during the 'capture' of an image (from a digital camera for example) determines base resolution...which is usually lower for people who aren't aware of those settings



Beware: Low quality images
   1. This appears in web images because it's good for quickly uploading. Do not directly download from the internet to use in a project without adjusting
       a. Also make sure that you're being legal about the situation if you are! Copyright is a huge issue!
   2. Do not print these images without editing and adjusting!
   3. The only way resolution and quality of an image can be improved is if the size is decreased or recapturing the image at a higher quality setting

-I hope some of these tips help with the use of images and editing them to get the best out of your photo or image! Below are also some tutorials if reading the information isn't quite grabbing your understanding. I introduced these tips and videos to my mom and now she's quite the little photographer herself :)

-Another personal photograph of my niece

-Editing utilized all tips in this post, plus some paint brush application (You'll get there!)

http://vandelaydesign.com/blog/design/photoshop-photo-editing/   --> I've used this site so many times!

-Watch this video ^ for more tips!

TYPOGRAPHICAL COMPOSITION DO'S AND DON'TS

        -Some general issues to utilize and watch out for
        -Good and bad examples to illustrate tips




White Space: Work around holes and gaps in the middle of publications. This occurs when unnecessary or unappealing space appears between a headline or text with a separate graphic, text, or column. Adjust the size of the graphic or fill the space so that the negative space (white space) looks purposeful, attractive and readable.

Note: Sometimes making the white space dominant puts the focus on the intention of the message, which can also work in the intention's favor. See examples below.

White space to focus attention on a single matter

A good and bad example of white space...

Similar Typefaces: Whether it be the same color, style, or font of a typeface, it's important to have a contrast when using more than one on a template. Underlining, bolding, or italicizing doesn't always create enough contrast and can create clutter and confusion, so be familiar with the choices of fonts available. It may also take more time for readers to separate the text if the typefaces are too much alike.


Too Many Typefaces: In regards to the previous tip of 'Similar Typefaces', it's important to not use too many as well. One should utilize texts for contrast, but using too many can have the same consequences of using typefaces that are too similar. Use enough to create contrast variation, but don't make the layout too busy and hard to comprehend.

Also be aware of sans serif and serif when choosing fonts to contrast! It needs to be visually appealing, yet make sense and readable. There are great typography links and tutorials listed at the end of the post to visit to get a better understanding.

-Cluttered and use of unprofessional text (Comic Sans)

Boxes and Rules: Avoid using headline and subheadings that are too close to other columns, texts, or boxes. Too many bordered elements on a page can be an overload and even harder to decipher. The result is clutter that interferes with the purpose of the easy-to-read aspect and purpose of any type of design.


Unequal Spacing: Strive for consistent spacing between text and graphics. Pay attention to the the relationship between the two for any grammatical or even appealing errors that could occur.

For example:
     -subheads and text
     -captions of artwork or images
     -columns starting and ending
     -the spacing between the information of text
     -text or graphics in relation to margins, borders, headlines and other text

-Personal example of a booklet layout

-Information is proportional and in relation to images

-Use of spacing between columns and variation of heading/subheading size and color makes it easy to read

Tabs and Indents: Default tabs in files should be changes to be proportionate and consistent throughout. It can be unappealing if it's not in relation to the text size, font or style on a template. Depending on which type of document or medium you are designing for, it may not even be necessary (classical book structure for example).


Cramped images, logos, and addresses: Information can be difficult to read because they may be squeezed by, together, or next to other information, just to get it on the page. No matter the layout you're designing for, if the information is on it, it has to have some importance. To avoid this, place the image, graphic or logo first and then place the important information next, and then build the rest of the document together/place the tertiary information last.

-Personal corporate system design example of text placed around a logo

-Text is easy to read and not cramped with the logo

Body Copy: Centered alignment of text is often difficult to read, especially on resumes, posters, word files, and website design. Flush left type is easiest to read, and is most often, the most appealing. To add a little style or change it up, there are such tools and differentiations of alignment. For example, left justified, right justified, forced and so on. This needs to be taken into consideration as well in the respect of the other objects, graphics and text surrounding the information

-Difficult to read, unappealing, centered text alignment

Headings, Subheadings, Tertiary Information: Utilize and create contrast based on the most important information that one wants to grab the attention of, to the tertiary information that can be read as the supporting text. Be sure to create this contrast by size, font style, or text difference. Also be sure that the headlines are subheads are closer to the text they are intended to represent or introducing. This can be weak if it's not immediately clear.

-Hard to distinguish which information is primary, secondary, or tertiary

-Drop shadow makes it difficult to read

     -->  Although these few tips can be utilized and transition between all medias and types of design, this is just the beginning! Below are some fantastic articles and sites to further your knowledge and skills in creating successful typographical composition layout for posters, business cards, website layouts, advertisements and more! 

http://www.ideastraining.com/PDFs/TypographyBasics.pdf    <---- A pdf to download!

http://designinstruct.com/tools-basics/the-basics-of-typography/

http://www.noupe.com/design/a-crash-course-in-typography-the-basics-of-type.html

ELEMENTS OF DESIGN

-The elements and principles of design are building blocks used to create and establish an understanding of not only art, but design as well. Elements can be learned and developed as supporting aspects of a design for all medias of artwork.

Line
   -Line can be considered marks made that have an edge created when two shapes meet.

Shape
   -A shape is a self-contained defined area of geometric and organic forms. A positive shape in a design can also create a negative shape at the same time. It can have a powerful and proportional influence on a design as well.

Direction
   -All lines have a direction whether it being horizontal, vertical or oblique. Direction can correlate to different feelings or purposes such as calmness, tranquility and stability. Other directions, such as vertical, gives a vibe of balance and structure. Oblique suggests more movement and direct action.


Size
   -Size is the relationship of the area occupied by a shape of another. Size relationship can be equal, largest to smaller, asymmetrical, etc...

Texture
   -Surface quality of a shape. Texture creates substance and can be seen as rough, smooth, hard, rigid, furry and many other textural surfaces. It can actually be physical or even visual.

Color
   -Also known as hue. Design can be based off of thousands of different color systems and patterns. Kuler is a fantastic website to obtain color patterns and palettes from.
http://kuler.adobe.com/

   -A color wheel is based on the three primary colors (red yellow and blue) placed evenly around a circle
   -Between the three primary colors are secondary colors (green, orange and violet) which are mixtures of the two primary colors they sit between.
   -The tertiary colors fall between each primary and secondary color. Between blue and green is blue-green for example.

Value
   -Lightness or darkness of value which is also known as tone.


--> Check out this website for more in-depth information and ideas about the elements and basics of design!
http://www.online.tusc.k12.al.us/tutorials/grdesign/grdesign.htm#elemdes

GRID STRUCTURES

Grid Structure- Structure of intersecting vertical, horizontal, and diagonal axes used to organize and arrange content. It serves as a system that the designer utilizes to place text and images in a rational and easy way.

Personal Grid system

-The main idea behind a grid-based system in the design world is the solid visual and structural balance that you can use to base an idea or composition from. Proficient layout structures offer more flexibility and enhance the design for a potential pleasing visual experience to the audience. It can be easier to follow the consistency of the layout, while developers can update the layout in a well thought-out and consistent manner.


-As a tool, grids are useful for organizing and presenting information. If they are used in the correct manner, they can enhance by creating predictable patterns for users to follow. From a designer's point of view, they allow for an organized approach for planning systematic layouts. As from the audience's point of view, the result from using a grid system can appear to the eye as visually appealing, relevant, controlled, and accessible for retaining information.


-Grids also maintain chaos, confusion and disorder...but that isn't necessarily a bad thing. The purpose of the grid is to create a system for presenting the intended use of information. They suggest ordered hierarchies, proportional relationships, clear visual paths for the eye to travel, and more.


-The first rule to understanding and using a grid system is to be aware and familiar with the programs and tools used to create them. This means you should study the grid and understand how to successfully use it to create the layout.

Below are a few basic and helpful pointers on successfully utilizing a grid structure in a design element.

      1. Utilize Angles
          a. The use of angles can break up a design in an interesting way and create appeal. If you restrict the use of lines and angles, you could lose interest to the audience.

     2. Break Boundaries
          a. Although a grid is available to guide you, it doesn't hurt to break the boundaries of the grid. Thinking 'outside the box can create a masterpiece and provide many more possibilities.
   
     3. Use Space
          a. Arrange the composition so the empty space creates a message and is visually appealing. Create interest by using elements such as symmetry and asymmetry. These elements can equalize, even though they may be completely different approaches
          b.Vertical and horizontal images, lines, rules, etc...can break up the page and allow space and opportunities for a successful piece to be produced. The designer uses this precision as an eye to fill unused and/or creative space.

-Below is an illustration based off a grid system created for a symbology project in an Identity Systems class I was enrolled in.

-The example above and to the right is a product based off of the grid system using those pointers and skills suggested. Notice the grid system is mathematically arranged and complicated. Grid structures (especially for a beginning designer) can be much more simplified and limited.
http://www.spd.org/images/blog/TimeCom-Home-Article-grid.jpg

-Creating this in the Adobe Illustrator program and using the 'pen tool' allowed me to easily construct the grid.


-If you were to align the image and the grid up, it probably isn't the same to the grid layout exactly, but still creates structure and an appealing end product. By using design elements of asymmetry, negative/positive, and directive symbology, I was able to create a visually attractive piece that was structured around the grid system and successful for the project assignment given.


-These tips are only the beginning! There are many articles, summaries, and tutorials that can give tips, hints, and suggestions on the fundamentals of not only grid structures, but for design elements in general!

http://www.poynter.org/how-tos/newsgathering-storytelling/visual-voice/12369/the-grid-the-structure-of-design/   is a great place to start!

COMPOSITION

Composition is known as the placement or arrangement of visual elements or ingredients in a 'work of art', as distinct from the subject of a work. In other words? The term means 'putting together', and can apply to any work of art of subject.

There are numerous approaches or techniques to achieving a sense of unity within an artwork, depending on the goals of the artist. For example, a work of art is said to be aesthetically pleasing to the eye if the elements within the work are arranged in a balanced compositional way, but can also be pleasing if something is offset, asymmetrical, or even disruptive.

Why is this relative information? For many reasons. Understanding how to utilize composition is one of the first things a designer should learn and comprehend. It determines what can make a piece of work successful or unsuccessful. If one understands the use and value of composition other aspects of design will come much easier. Design is apparent everywhere. When design is present, the way the subject fills the plane of design is arranged is extremely important and essential to understand.

The purpose and subjects that will be shared in this blog will b e providing hints, tips, and guidance to any audience for making facets of design appealing and successful. These tips are not only based off of individual and personal experience, but also relate to inspirations from outside sources such as text, images and professional pieces from areas of social media, graphic design, advertising, campaigns and other medias.

Make sure to tune in next time for the first topic- Grid Structures!