![]() ![]() ![]() Making it very easy to draw the attention of the audience to the center of the slide. Which has the logo element in very dark colors, set against a light-colored background. Here, we also have the title slide from a presentation. And we've also used two different typefaces to call attention to the company name, and also what they do. We've used a bright, bold color up top, which helps set the stylized H apart from the rest of the type. Let's take a look at our logo element for Houston Aeronautics. ![]() And the easiest way to direct the viewer's focus as they engage with your work. This is one of the most important elements of design. Contrast means to create a substantial difference between items that are dissimilar on your page. The final piece of the PARC puzzle is contrast. You want it to be instantly recognizable to your customer or viewer that this is your company being represented here. This is very important, especially when you're creating business collateral like business cards, flyers, and letterhead. See how I've used the same dark rectangle shape over on the left hand side, and the colors and fonts all match the previous design that we were looking at? Creating repetition is the key to having consistent design styling in your work. We would also want to carry this design pattern over into other pieces that we create for the company as well. We're using the same color scheme and font on both pages, and overall they have a pretty unified appearance and suggest that they go hand in hand with one another. As you can see here, we have similar dark rectangle shape on the bottom of each page. For example, if we were creating a brochure, we might reuse some of the elements from this cover image, for example, inside of the brochure. When we talk about repetition, we mean that we are creating a consistent look across our designs by repeating elements like colors, graphics and layout styles. And both elements adhere to this sort of invisible border that is represented within the piece. Card number four has the right balance and alignment because it is visually the same weight on each side. Card number three has a cleaner appearance than the first two, but it has no clear separation between the elements, and it also causes large amounts of whitespace on either side of the design, making it sort of all run together. Look at all that dead space over to the right. While card number two is much cleaner than card number one and well aligned, it also has a very one-sided appearance. Everything's just sort of placed all over the page without any rhyme or reason. Again, as is the case with proximity, we want to use alignment to create a sense of balance. Items should be placed with purpose and in relation to other objects on the page, not just thrown about haphazardly. Alignment is the second key aspect of good design. We've also achieved an informal sense of balance as well. This not only groups items that are the same together but it also separates items that aren't like one another and also by staggering their position on the card. You can see that the logo and company name are grouped and placed in the top left hand corner while the personal information is grouped and placed in the bottom right hand corner. The one on the right looks simple and clean, which is what we want. However, when it's compared to this version, the one on the left looks extremely cluttered and messy. At first glance, this card might not look too bad. Let's take a look at this business card, for example. The general idea here is that related items on a page should be grouped together, and they should also be separated from items that aren't like the ones in their group. The P stands for proximity, the A for alignment, R for repetition, and C for contrast. Exactly, what is PARC? Well, PARC is an acronym for four terms that we will use to create better and more efficient designs. I highly recommend that you check it out. This book is been around for quite a while, but it remains one of my go to resources for new and inspiring graphic designers. The idea that came from a book that I read some time ago called 'The Non-Designer's Design Book' by Robin Williams. Now, unfortunately, I can't take the credit for developing the system. So I'm basically going to try to distill all four years of that information into four basic points, which we're going to call the PARC system. You don't want or need all that information right now. ![]() In fact, there are four year colleges that build entire programs around these ideas. The theories of graphic design can be rather complex. ![]()
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