Color Psychology

Stationary Package

The printed pieces that a company utilizes for communication purposes 

• When establishing a business it is very important that all communications are well coordinated and that the message of the organizations is presented consistently.
• Includes BUSINESS CARDS, LETTERHEAD, & ENVELOPE

Business Card

• an essential part of a stationary design. when you hand someone your business card, they will form an immediate opinion about your company. your business card does more than tell people find you: it says something about your company its mission, its culture, and its goals. Everything from the colors, fonts, the texture, shade, and gloss of the paper you print on says something about you.
• Typically Includes:
• logo 
• company name
• employee name
• title
• phone number
• fax number
• email address
• company address
• web address
• Design tips:
• must be 2"X3.5"
• horizontal or vertical orientation 
• check for accuracy
• check for unity... continuity among other pieces 
• Margins are usually .25 to .125

Letterhead

• printed piece of paper used to send letters, memo's, etc.
• typically includes:
• logo
• company name
• company address
• phone number
• fax number
• web address
• Design tips:
• must be 8" by 11"
• must be a vertical orientation
• must leave room to write the letter, memo, etc- big empty space in middle
• check for accuracy
• check for unity... continuity among other piece 
  
  

  the packaging that contains the letter/form when being mailed 
  standard #10 envelope

Envelope

• 
  

  the packaging that contains the letter/form when being mailed
• 
  

  standard #10 envelope
• 
  

  Design tips:
• 
  

  must be 9" by 4.125"
• horizontal or vertical orientation
• must leave room for recipients address and stamp
• check for accuracy
• check for unity and continuity
• do NOT go all the way to the edges, it will cost time
• when establishing a business, it is very important 

Logos Prezi

Logos: A graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. 

• numerous inventions and techniques have contributed to the contemporary logo (including logographic languages such as Egyptian Hieroglyphics, coats of arms, watermarks, and the development of the printing technology)
• the industrial revolution developed in the 18th and 19th centuries, photography and lithography (early method of printing) contributed to the boom of an advertising industry that integrated  typography and imagery together on the page. 
• the arts were expanding in purpose- from expressing and decoration of an artistic, storytelling nature, to a differentiation of brands and products that the growing middle classed were consuming.
• consultancies and trades-groups in the commercial arts were growing and organizing; by 1890 the US had 700 lithographic printing firms employing more than 8,000 people
• as the printing cost went down, literacy rates increased, and visual styles changed, the Victorian decorative arts lead to an expansion of typographic styles and methods of representing businesses
• by the 1950s, avant-garde artistic movement in Europe became international, commercialized movement in the Us and elsewhere
• the visual simplicity and conceptual clarity that were the hallmarks of Modernism as an artistic movement formed a powerful toolset for a new generation of graphic designers
• LESS IS MORE
• modernist- inspired logos proved successful in the era of mass visual communication ushered in by TV, improvements in printing technology, & digital innovations
• Logo design is an important area of graphic design, and one of the most difficult to perfect; this is because Logos are meant to represent companies' brands or corporate identities and foster their immediate customer recognition
• Why? Because real people in real life situations do NOT stare at and analyze logos; they just "see" it... and a quick glance will not be enough to get all the details in a complex logo
• a logo NEEDS to be simple, but have enough personality that it stands out in a crowd

5 Principles of Effective Logo Design

• Simplicity
• Makes a logo design easily recognizable, versatile, and memorable. Good logos feature something unexpected or unique without being "overdrawn"
• Memorable
• Following closely on this principle simplicity is that of memorability. An effective logo design should be memorable, which is achieved by keeping it simple yet appropriate.
• Timeless
• An effective logo should be timeless...
• Versatile
• An effective logo works across a variety of media and applications. For this reason, logos should be designed in vector format, to ensure that they scale to any size.
• Is your logo still effective if it is printed.....
• in one color?
• in reverse color?
• the size of a postage stamp?
• as large as a billboard?
• Appropriate
• How you "position" the logo should be appropriate for its intended audience. 

Four Color Process

•  technique for printing with full color. The four colors reproduce all colors the spectrum when mixed in proper proportion. Also called full color printing. 
• CMYK

Spot Color

• method of specifying and printing colors in which each color is printed with its own ink. Spot color printing is effective when the printed matter conins only one to three different colors, but it becomes prohibitively expensive for more colors. 
• Pantone Matching System
• Color plays an important role in logo design. 
• Interpretation of color may vary depending on age, gender, and cultural demographics. So color should be carefully considered based on your target audience.
• Colors tend to follow trends,  just like fashion. So a new vibrant company may want to follow current trends, whereas a bank may choose to stay with a more conservative color palette. 
• Keep color palette to two or three. Too many colors will increase your cost of production. As well, it may cause a chaotic design. 

Combination Mark 

• are both graphics with text and symbol that signifies the brand image that you wish to project for your for your company or organization
• Should be able to stand on its own.
• Goal is not to fill up the entire document size
• Goal is to make the text integrated

Iconic/Symbolic

• are compelling yet uncomplicated images that are emblematic of a particular company or product. 
• Use imagery that conveys a literal or abstract representation of your organizations.
• Icons are less direct then straight text

Wordmark/Lettermark

• incorporate your company or brand name into a uniquely styled type fonts treatment. 
• Wordmark: text alone
• Lettermark: initials only 

Graphic Design Poster

Time to Change

Speak Out For Those Who Can't

Visual Organization

Eye Movement 

• Misdirecting: not directing the audience through a design; be clear at what you want the audience to notice
• The typical eye moves left to right, and top to bottom
• Controlling the eye movement within a composition is a matter of directing the natural scanning tendency of the viewer's eye
• The eye tends to gravitate towards areas of complexity first. In pictures of people, the eye is always attracted to the face and particularly the eye
• Light areas of a composition will attract the eye, especially when adjacent to a dark area
• Diagonal lines or edges will guide eye movement

Optical center 

• The spot where the human eye tends to enter the page. Optical center is slightly above mathematical (or exact) center and just to the left.
• It takes a compelling element to pull your eyes away from this spot

Z Pattern

• Our visual pattern makes a sweep of the page, generally, in the shape of a " Z "
• effective page design maps a viewer's route through the information. The designer's objective is to lead the viewer's eye to the important elements or information 

Fonts

• No more than two fonts total in one composition. 
• Make sure they complement one another and that they are not confusing or distracting. 
• Avoid Uppercase!!
• Choose the right font for the composition
• Fits the theme and the tone of your design
• Do not overuse fancy or complicated fonts
• Dont use as base font. 
• Scripts and calligraphy are examples
• Use to add emphasis to something 
• www. typography.com/email/2010-03/index.htm

Visual Hierarchy

• Will establish focal points based on their importance to the message that's being communicated.
• Establish an order of elements, a visual structure, to help the viewers absorb the information provided by a design. 
• To establish Visual hierarchy you must ask yourself....
• What do I want my viewer to look at first, second, third, etc.?

The Grid System

• A grid is used to help clarify the message being communicated and to unify the elements. 

  
  

Creative Process

Brainstorming: 

• Creative
• Unique
• something never done been designed in the class.

Inspiration:

• get ideas from other designs

What I liked about this design was that you can tell three people had an entirely different idea of how they expected the design to turn out. This is also something you would not expect and it grabs your attention, which is another thing I admire about this piece. 

   This man makes me laugh with his oversized mustache, Buzz Lightyear torso, and hula skirt. When I look at him I cannot take him seriously and thats why I enjoy it.

Exquisite Corpse Research

Research: The more you know the easier the project will be!

• Exquisite Corpse: a method by which a collection of words or images is collectively assembled (Wikipedia)
• old parlour game called Consequences in which players write in turn on a sheet of paper, fold it to conceal part of the writing, and then pass it to the next player for a further contribution.
• Surrealists (movement of from an unconscious mind) created this.