Every graphic element should relate to its particular communications function and unique environment.
Just as in music, there’s nothing right or improper about notes corresponding to Middle C or B-flat, there are not any “good” or “bad” typefaces or type sizes-only appropriate or inappropriate ones.
A newsletter of significant opinion, for instance, requires a very different design than a gardening newsletter with numerous pictures and short articles.
An image-building magazine ad requires a special design approach than a product and price-oriented newspaper ad.
A letterhead for a prestigious law firm must be easily distinguishable from a letterhead for a rock music promote.
Graphic design should be relevant. Each design must be judged on its ability to assist the reader quickly and easily understand your message.
Form should always follow function. Think of graphic design as a way of communication slightly than more decoration.
And a word of caution: Don’t let enthusiasm for the capabilities of your desktop publishing system get in the best way of clear communication.
Clarity, organization and simplicity are as critical to design as they’re to writing.
Always strive for cohesiveness between appearance and content. Important ideas, for instance, must be made visually more outstanding than secondary ideas or supporting facts and figures.
This should come pretty much as good news to those that have been intimidated by graphic design, considering of it as an art practiced only by the gifted or the trained. If you employ the suitable tools, you need to have the option to supply effective, good-looking publication.
The size of all graphic elements must be determined by their relative importance and environment.
Because there are not any absolutes in graphic design, success is set by how well every bit of the puzzle pertains to the pieces around it.
For example, proper headline size is set partly by its importance and partly by the quantity of space that separates it from adjoining borders, text and artwork. A big headline in a small space looks “cramped.”
