Visual Focus

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The Need for Visual Focus

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• Unlock the secrets

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• Career boost

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• Anyone can design!

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• Not for the art critic

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• Lessons learned

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FOCUS: The Five-Course Meal

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• Defining the design process

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• The FOCUS epiphany

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• Memorize the acronym

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• Remember the appetizer and dessert

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• Visualize a dinner party

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• A new way of seeing

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Formulate a Plan

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• INTRO: Don’t skip the appetizer.

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• PRINCIPLE 1: MESSAGE

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• Don’t forget to communicate.

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• Ask: What am I trying to say?

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• Save ideas in a design file.

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• Connect with the client.

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• PRINCIPLE 2: AUDIENCE

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• Create an audience profile.

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• Search for inspirational images.

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• PRINCIPLE 3: SKETCHES

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• Gather ideas.

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• Find the right environment.

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• Brainstorm new ideas.

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• Exercise: Sketching

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• Key Questions & Quick Review

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Organize the Layout

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• INTRO: Organizational workflow.

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• PRINCIPLE 1: SHAPE

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• Create shape maps.

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• Respect white space.

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• Group white space.

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• Treat white space as a shape.

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• Beware of trapped white space.

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• Value white space.

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• PRINCIPLE 2: PROXIMITY

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• Add grouping to create relationships.

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• Create a focal point and hierarchy.

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• Use flow to lead viewers through the design.

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• Choose leading that sends the right message.

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• Use tracking and kerning to communicate.

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• PRINCIPLE 3: ALIGNMENT

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• Follow the six rules of alignment:

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• Align everything with something else.

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• Try diagonal alignment to add balance.

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• Avoid the overuse of center alignment.

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• Follow the rule of thirds.

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• Use creative alignments sparingly.

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• If you can align, do! If not, have a good reason.

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• Key Questions & Quick Review

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Contrast the Elements

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• INTRO: Ten ways to get bold!

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• PRINCIPLE 1: ASYMMETRY

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• Bend the rules. Balance is boring.

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• Find new ways to peel a banana.

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• Break the grid.

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• Vary shapes.

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• Contrast typefaces.

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• Follow the general rule of typography.

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• PRINCIPLE 2: VALUE

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• Place values for best interaction.

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• Use value contrast for hierarchy.

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• Exercise: Contrast

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• Remember, color has value.

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• Add emotion with chiaroscuro.

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• PRINCIPLE 3: COLOR

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• Learn basic color theory.

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• Understand how light affects color.

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• Learn color properties.

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• Grasp color modes.

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• Select harmonious color schemes.

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• Exercise: Match Color Schemes

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• Create custom color swatches.

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• Exercise: Mixing Digital Colors

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• Use colors from an image.

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• Avoid troublesome combinations.

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• Key Questions & Quick Review

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Unify the Parts

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• INTRO: Find the right balance.

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• PRINCIPLE 1: REPETITION

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• Repeat and complete.

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• Remember repetition in branding.

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• Use the “rule of odds.”

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• PRINCIPLE 2: RHYTHM

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• Use regular patterns for safe rhythms.

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• Try irregular rhythms for bolder statements.

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• PRINCIPLE 3: GESTALT

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• Exercise: Gestalt

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• Prioritize the focal point.

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• Bring things together.

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• Key Questions & Quick Review

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Simplify the Message

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• INTRO: Interact with others.

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• PRINCIPLE 1: EVALUATION

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• Gather critiques.

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• Praise every good thing.

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• Follow the Four-Step Critique Model.

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• Tips for the Four-Step Critique Model.

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• PRINCIPLE 2: ELIMINATION

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• Find the clutter.

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• Trash your junk food.

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• PRINCIPLE 3: COMMUNICATION

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• Create an audience-centered design.

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• Communicate your message.

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• Craft a cohesive message and design.

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• Think outside the box.

  210

• Key Questions & Quick Review

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Tasteful Typography

214

• Introduction

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• History of typography

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• New developments

  224

• Principles of typography

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• Type categories

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• Type terminology

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• Anatomy of a letterform

  227

• Rules of typography

  230

• The blacklist

  250

• Rules of body copy

  251