Printing and Purchasing

Design

Today everyone can be a designer. No longer do you need to go to design school and purchase expensive equipment. Today you can purchase software for your personal computer. Whether using Word, PageMaker, InDesign, Publisher or one of the other software options, everyone can design their own forms or brochures.

I reviewed one of these brochures the other day, and the design principles I learned from Rochester Institute of Technology [RIT] School of Printing came to mind. Design should be prepared in a way that allows readers to receive the message of the author or the purpose of the advertisement. The design should create an atmosphere that enhances the message, not distract the reader nor should it dominate the message.

There are many ways to distract the reader from the message. Images are used many times in a design, for good reason. We all have read the quote by Napoleon Bonaparte “A picture is worth a thousand words“. When images are sized, however, some designers distort their images to make them fit the design. I believe this shouldn’t be done, for example, if an image is the correct height but not the width. When a designer elongates the image to fit the space, people in the image will look short and exceptionally fat. This distortion will distract the reader from the author’s message. Whether reading a book or sales flyer the design/images are to support the author’s message not distract from it.

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