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Graphic Communications
Copyright Goodheart-Willcox Co., Inc.
Inverted Pyramid
The foundation of a pyramid holds up the rest of
the structure. Without a firm foundation, everything
would fall apart. In design, however, an inverted
pyramid is a basic layout structure. The goal is to
visually lead the viewer through our design in a
way that provides meaning to achieve the goal of
the project. With an inverted pyramid, you lead the
viewer from the big end to the point where the key
information or call to action is placed. The pyramid
acts like an arrow leading us through the page. If it
were a traditional pyramid, the top point would lead
our eye off the page and we would never see the
rest of the design.
The Process of Graphic Design
Graphic design is a process. Embracing the
process will not only make your design stronger
and more effective, it will make it easier and more
efficient. This process is about problem solving. You
need to see the problem, define the problem, and
then solve the problem.
The process starts with a plan. This plan may
be generated through the use of a project brief.
A project brief is a series of questions you need f
answers to before you can begin. See Figure 7-41.
Each project will require a different set of questions,
but the easiest course of action to remember is
who, what, when, where, and why. It is less intense
than a full proposal but more than just a simple
outline. It is the foundation for your layout.
Who
Defining who the project is for (your client) and
to whom it is targeted (your audience) are critical
elements of the project brief. One helps you as the
designer, and has the backstory on who you are
working with. The other helps you determine who
you are trying to reach.
Knowing the audience is very important. For
example, one ad might be designed for young
people, while another might be aimed at senior
citizens. The design of each ad should be unique and
must reflect the intent of the printed piece, as well as
meet any specific needs the audience may have.
What
The specifications of the project are needed
at the beginning. Are you creating a brochure, a
poster, a website, or perhaps an advertisement?
Deciding how to organize the format of the printed
piece is of primary importance. The format is the
style, size, spacing, group of pages, margins, and
all printing requirements for a printed job. Will a
single sheet carry the message, or will a booklet do
a better job? The format will also be determined by
its intended use. For example, if the printed piece is
to be posted, it should not be printed on both sides.
The style includes the text and graphic
elements. Some printed pieces will require a set
style, while others do not. For instance, the style
used in this textbook is quite different from the
styles used in advertisements. The designer must
choose the elements that will work best.
When
Graphic communications is a deadline-driven
industry. The time line of a project needs to be
determined at the onset and agreed upon by all
parties. If there is an event or a specific date that
the project needs to meet, work backward through
the entire process, including production and
delivery, to determine your schedule.
Goodheart-Willcox Publisher
Figure 7-41. Project briefs provide valuable information
needed to create a successful design.
Project Brief
Research
Objective
Design
Ideas
Process
Audience
Time Line
Payment