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MARKETING 40S

MARKETING 40S. Designing for Communication. INTRODUCTION TO DESIGN. “Information is power, a world currency upon which fortunes are made and lost. And we are in a frenzy to acquire it, firm in the belief that more information means more power.” Richard Saul Wurman.

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MARKETING 40S

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  1. MARKETING 40S Designing for Communication

  2. INTRODUCTION TO DESIGN “Information is power, a world currency upon which fortunes are made and lost. And we are in a frenzy to acquire it, firm in the belief that more information means more power.” Richard Saul Wurman

  3. DESIGNING FOR COMMUNICATION “As we proceed through the 20th century, information will become an increasingly important commodity. Those who will be able to communicate messages effectively will have great power.” Ted McCain

  4. DESIGNING FOR COMMUNICATION • Generate immediate interest • Effective communication = profit • Do not over-do it • Publications are not all about the content • Visual stimulation

  5. 3 CRITICAL STEPS IN READING • SCAN • SKIM • SCOUR

  6. 3 CRITICAL STEPS IN READING

  7. 4 GOALS FOR DESIGN • Get the reader’s attention • Draw the reader in • Keep the reader’s attention • Make a lasting impression

  8. GATEWAY TO THE MIND • 2 Characteristics that all readers share that publishers must remember! • EYES ARE THE GATEWAY TO THE READER’S MIND • EFFECTIVE PUBLICATIONS MUST BE DESIGNED TO STIMULATE THE EYE!

  9. VISUAL INTEREST • The reader’s eyes will respond to certain stimuli automatically and without conscious thought: • CONTRAST OF COLOR AND SHADE • ALONG STRAIGHT LINES • Attracting the eye and keeping it stimulated is known as the “VISUAL INTEREST OF A DOCUMENT”

  10. KEEP IN MIND • Who is the message for? • What is the message? • How will you present it in the best way?

  11. WHITE SPACE • Eyes do not rest on white space • Eyes continue to scan until they find an object • Proper white space is important in all documents • White space can force the reader to read something that you want them to read

  12. TYPE • FONT STYLE (Try to make it easy to read) • FONT TYPE (don’t bold & italicize everything) • FONT SIZE (don’t make size too big or too small) • COMBINGINGFONTSTYLES • APPROPRIATE SIZE FOR HEADINGS • READABILITY IS A KEY FACTOR

  13. PAGE LAYOUT • Plan the layout • Think 3 • Graphics • Borders • Keep it simple • Section the Page

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