Save Money On Printing & Advertising - Series 2 - Design

Graphic design means planning and arranging type and illustrations to convey a message. Designing is often misconstrued by laymen and even people in the trade. There is a tendency to think of the design only as aesthetics: making it attractive, choosing the right colors and so on. A "design" is the WHOLE picture. What follows are broad descriptions of the four main designs.

 
Symmetrical: Lines and/or images are centered on the page and usually with equal margins.

 
Asymmetric: Balance is all-important but hard to achieve. An effective way to organize material.

 
Flush left: 
Setting the text with uneven right-hand edges often harmonizes with the display heads.

 
Grid or Modular:
The design must stay within the patterns that are vertical, horizontal or both.

Some people might ask, "Why bother with design? A good design will draw notice. That's what it is all about, right? You want an advertising mailer to yield high returns; a business card that will be remembered; a flyer that will impel a decision or a brochure that will entice curiosity.

Good design is something that you can take pride in. Most of us do not like to be seen dressed in shabby clothes so why would you want your business dressed shabbily? We should have respect for what we print.

Next article: Series 3 - How To Save Money On Design

If you have a specific question or problem about printing or advertising, please let me know in the comment area and I will be happy to help.
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CHT has worked in the printing business since she was 16 years old. She has hands-on experience in every aspect of the industry from running presses, typesetting/graphic design, sales, customer service, management and ownership.
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