1. Colour Theory
Colour Theory is needed to understand how the human eye perceives colour. The eye contains two kinds of receptors: rods and cones. While the rods convey shades of grey, the cones allow the brain to
perceive colours. There are three types of cones, the first is sensitive to red and orange light, the second is sensitive to grain light and the third is sensitive to blue and violet light. When a cone is stimulated, the brain perceives that particular colour.
There are also contrasts that occur when viewing colour.
Contrast of TONE
Contrast of HUE
Contrast of SATURATION
Contrast of EXSTENTION
Contrast of TEMPERATURE
COMPLEMENTARY contrast
SIMULTANEOUS contrast
2. Colour Modes
There are two colour modes used within graphic design, these are CMYK and RGB and both used for different deliverables. Offset
printing, digital printing, paints, plastics, fabric and photographic prints
are based on the subtractive system of color (CMY/CMYK) in which cyan, magenta
and yellow mix to form black (K). Televisions,
cameras, scanners and computer monitors are based on the additive system of
color (RGB), where red, green and blue light projected together make white.
3. Pantone Colours
The Pantone Color Matching System is a standardized color reproduction system mainly for use with CMYK printing. The colours can be picked out from a swatch book and the colour code on the swatch ensures that all the colours within a body of work are the same throughout.
4. Layout and grid
A grid is used within layout to structure the text and/or images within a piece of design. For a standard image and text based layout, a 20 field grid is probably the best to begin with, with around 42 different layout options, but ultimately you need to know the content of the layout before starting the grid.
5. Legibility and readability
Legibility is the ability of a reader to read something without effort. It can depend on a number of things, often the font size or the typeface chosen. Readability is the amount of effort it takes a reader to read a body of text, and not singular letters.
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| This is an example of something that is not very legible, and the individual letters are all different point sizes and fonts, making them hard to read. |
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| This is an example of something that is not readable as the body of text is written in symbols . |
6. 3 Font Rule
There is no need to use more than a few fonts within a piece of design, otherwise it can become cluttered and illegible and not readable. So, although there are lots to choose from, picking the right font is always better than choosing 10 okay ones.
7. Point Size
A point is the smallest unit of measure, being a subdivision of the larger pica. It is commonly abbreviated as pt. The point has long been the usual unit for measuring font size and leading. One point is 1/12 of a pica and there are 72 points in one inch. It refers to the height of the body of the font.
8. Anatomy of Type
Type consists of a number of different elements that make up each letter and the relationship between each letter within a body of text.
9. Categories of Type
There are four categories that fonts and typefaces can be put into. These are Roman, Gothic, Script and Block. Each have different characteristics that mean they are better for certain uses than others.
Roman fonts have serifs and are mainly used for body copy and headlines.
Gothic fonts are sans serif and can be used for body copy and headlines as well.
Script fonts are more elaborate and can only really be used for headlines and large, short text.
Block fonts are big and can only be used for headlines and large, short text.
10. Sign, Symbol and Signifier
Visual semiotics is the way in which an image can mean something and convey a message. There are different ways in which this can happen, the first being a visual metaphor, drawing comparisons between two images to show a message. An example being the apple logo. When asked, many people will say that the logo is an apple but actually it is just a symbol of an apple. Secondly there is a visual synecdoche that represents something that is part of something else. For example the eiffel tower is known to be in Paris, so there is a widely known connection between the two things. Finally there is a visual metonym, where a symbolic image is used to reference something much more literal. For example, a yellow taxi cab is used in reference to New York.
Using these 10 things I went on to design 10 double page layouts to show each of these. I began with some initial layout designs.
Using these I went on to do some final layout designs of how I want each double page spread to look.
After designing the final layouts I put them into InDesign using a grid to create the final layouts.
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