Consistency in the design of your brand’s marketing materials creates a sense of logic for your audience. People like consistency because they know what to expect. It helps aid their comprehension of your material. If your branded marketing pieces are distracting and confusing to scan, your audience won’t get your message. Inconsistency forces them to stop and process what the difference means, why it’s different, and if there is any reason to continue. Ease of interaction yields better experiences and, thus, the need for consistency. Read more
Conceptually planning, interpreting and developing creative strategies that best showcase your product or service.
1 Avoid distracting “widows”, “rivers” and “orphans”.
Rivers are a series of word spaces on consecutive lines of type that align more or less one over the other to create the appearance of a visual river in the text. Rivers can be vertical, diagonal, or even curved. They can be hard to ignore and divert your reader’s eyes, competing for needless attention.
A widow is a single word alone on a line at the end of a paragraph.
Orphans are single lines of copy alone at the bottom or top of a page or column.
2 Optimal Type Alignment – Aligned Left, Right, Justified, or Centered?
Justified body copy creates more rivers, undesirable letter- and word-spacing and hyphenation issues. If you must justify, there are a few things you can do to minimize visual disturbances. Adjust the size of margin, decrease the body copy size, or manually hyphenate the text.
Right-aligned and centered are generally not used for body copy. Left-aligned text is just right!
3 Insert only a single space after all punctuation.
4 Avoid underlined text. In today’s world this is a visual cue that the text is a hyperlink. Emphasis can be achieved by using italic or bold.
5 Text longer than a short headline or subhead should never be in all caps. As a rule use upper/lowercase letters.
8 Lines of type should not exceed 52 characters in length, or two alphabets. When lines are too long, readers may lose their place in returning to the next line.
9 For a single-column width – 4.25 inches is ideal and a two-column width can be as narrow as 2 inches.
10 Avoid letterspacing upper/lowercase copy.
11 Create a hierarchy of messaging with your type. Which one or two messages do you want to command the viewer’s attention? Vary their size and weight accordingly and direct the viewer’s eyes.
Read more about Visually Leading Your Viewers With Intent.
Keep these simple rules in your arsenal to ensure your copy is readable and have fun with type!
Often people have a very literal idea about what they want others to see in their visual(s). It is what has meaning to them in relation to how they themselves see something, not in relation to what their customer sees and will understand. When we talk about a design (or a brand) meaning something or having significance beyond its obvious face value, it is the conceptual meaning we are talking about that is conveyed through the visual.
How do we strive to ensure the success of a design project?
We want our clients to focus in on what they want and how they want it. What do clients want?
Design Briefs can hold the answer.