 
Part I: Elements of Design
The purpose of design
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 1. Attract an audience, then
2. Provide a strong visual hierarchy for messages
The
primary task of graphic design is to create a consistent hierarchy,
where important elements are emphasized and content is organized
logically.
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Graphic
design is visual information management. Using the tools
of layout, typography, and illustration, design leads
the reader's eye through the page.
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Readers
see pages first as large masses of shape and color with
foreground elements contrasted against a background.
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Next,
we seek information, first from graphics. Finally, we
parse the "harder" medium of text, to read individual
words and phrases.
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The
overall graphic balance and organization of the page is crucial
to drawing the reader into your content.
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A dull page of solid text will repel the eye as a mass of undifferentiated
gray.
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A page dominated by poorly designed or overly bold graphics
or type will also repel sophisticated users looking for content.
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What you want is an appropriate balance that attracts the eye
with visual contrast. ("Creating
Contrast")
Successful
design is appropriate to the goals of the piece. To serve the goals
well, you must:
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