Contrast and Harmony
Another thought about color. First think about your message. What is it about? What is the emotion behind it? Should it be dynamic or harmonious? Analogue colors - close to one another in the colorcircle - like shades of green, create an atmosphere of harmony. While complementary colors - opposite in the colorcircle - like red and green, are more dynamic and dominant. All depends on the message you want to convey. colorcircle - J. Itten
Happy New Year!
Make it a great year, with a lot of time to create, to receive, to share and to give. Best wishes, Martine
Visual language is powerful
'Anyone who suspects that more information is picked up by the heart than by the head, should be interested in visual language because it has the power to open the heart.' Peter Bonnici, Visual Language, the hidden medium of communication It's interesting to read about the impact of messages when they are empowered not only by imagery, but also by letterform, shape, colour, proportion, texture ... When a message is being visually supported, it is picked up more easily. 'All communication takes place through language; not all languages use words...'
Choose the right paper
So many choices! Apart from the price, there is the color (with many shades of white), grammage and finishing of the paper. Should the print be plain or special? Should the paper feel dry or smooth? It is important to think about the use of your prints. Will it be folded? Should you be able to write on it? Is it necessary to add a stamp (without bleeding?) ... Tip : including a notification about the environmental attributes of the papers you choose, educates others about how terrific these papers can look. It also illustrates that you're a responsible person/company.
Printing: digital or offset ?
Four parameters will help you to make a good choice: 1. quantity - how many prints do you need? offset will be more interesting for more than 500 copies 2. quality - offset printing gives the best results, but is best quality really needed for this kind of job? 3. budget - depends on quantity and choice of paper - digital printing will be cheaper for less than 300 copies 4. time - when does it need to be ready? - the printing process of offset takes longer than for digital printing The only difficult category is the one of…
Colors are great
Colors are magnetic and draw attention. For your communication it's best to choose colors that direct attention to the areas where we want the eye to go. A splash of color here and there place visual markers of importance for our readers. However, using too many colors can become a distraction --- there will be too many places for the eye to go and it can cause attention paralysis. I LOVE color, but I minimize it in my communication layout and the reason is this: If the layout is too colorful, it becomes confusing because there isn't a focal point…
Body text – spacing
By giving your document a good amount of white space, you can create a well balanced page layout that allows pleasant reading. Wider margins and columns can do a lot to improve readability. However, working with fully outlined texts often gives too much space between the words. This doesn't look professional at all ;-)
Body text – readability
It's hard to read longer texts when they're printed in CAPITALS or in bold. Reason is the equal look of all letters. Ascenders and descenders help the reader to make distinctions much quicker. The best way to check the readability of your text is to have someone else read it. A proper test should not contain any Latin or placeholder text, but requires a real story.
Good design is good business
Great design will not sell an inferior product, but it will enable a great product to achieve its maximum potential. Thomas J. Watson Jr. (1914 – 1993) American businessman, political figure and philanthropist.
Lists make people happy
Did you know that lists are more attractive to read than text? Provided the list is not too long of course... Information that is clearly labeled and well structured is easier to read than full sentences. It makes people happy when they can read and understand very quickly what your point is. Interesting reading on this subject is the article in Metro this week (click on READ MORE to find the article). It's based on the findings of Maria Konnikova in The New Yorker. Konnikova is an American-Russian author who wrote several books on how the brain is functioning.