Index
A
accent marks, 160
acronym for basic design principles, 13
Alignment, Principle of
basic principle of, 13, 33–54, 87
comparison of different text alignments, 37, 42
messy alignment example, 46
mixing alignments, 72
sitting on the ground vs. clothesline, 58
soft vs. hard edges, 35
strengths of, 87
use baseline of text, 44
visual connection, 54
all caps
bad examples of, 26
caps vs. lowercase form, 200–201
when to use, 201
analogous colors, 101
Anguish Languish
stories from, 58–59, 194–195, 198, 210–213
ANSI codes
for accent marks, 160
for special characters, 158
ascenders, 186
asymmetry, 85
B
badges, examples of, 40, 134, 182
baseline
explained, 186
Before & After Magazine, 235
blank space. See white space
body copy, body text
defined, 235
uncrowd the text in a border, 166
bottom out, 58
branding, 114
break the rules, when to, 51, 225
Brunel University London, 36
Brutus in Julius Caesar, 39
bullets
definition of, 235
in a list, not hyphens, 166
relationship to text, 18
Burns, Robert, 43
reinforce your package, 134
business package, 60
C
Canva.com, 235
cap height, 186
Caveglia, Jerry, 43
centered alignment, 35
make it look intentional, 42
Chace, Howard L., 2
clothesline, 58
color
analogous combination, 101
blue, red, yellow, 96
color wheel
analogous combination, 101
complementary colors, 98
image of full color wheel, 102
monochromatic colors, 104
primary colors, 96
secondary colors, 96
split complements, 100
tertiary colors, 97
triads, 99
complementary colors, 98
contrast of, 208
comparison of typefaces, 212–213
cool vs. warm colors, 107, 208
effectiveness in marketing, 137
examples of contrasts in, 74, 80, 82–83, 208
hues, 102
in black-and-white, 209
monochromatic colors, 104
primary colors, 96
secondary colors, 96
split complements, 100
tertiary (or third) colors, 97
triads, 99
warm vs. cool colors, 107
web colors, which model to use, 112
Wildflower Theory of Color, 106
color palette, how to use it, 103
comparison
of color in typefaces, 212–213
of type contrasts, 215
complementary colors, 98
concord
basic principle of, 167
basic principle of, 167
how to avoid it, 69
consistency, 120. Also see Repetition, Principle of
contrasting type
Contrast, Principle of
basic principle of, 13, 69, 89
like wall paint, 84
use as repetitive element, 80–81
using white space, 144
copy machines, design for, 124
corners, what not to do in them, 204
CRAP, 13
D
Davis, J. Philip, 180
dazzling, 177
decorative type examples, 182
descenders, 186
design tips
advertising, 144
brochures, 136
business cards, 120
flyers, 128
letterhead and envelopes, 124
newsletters, 132
postcards, 140
résumés, 148
direction contrasts, 204
basic principle of, 204
use for contrast, 75
E
Egyptian fonts, 178
em dash
when to use it, 157
em space as paragraph indent, 47, 132
en dash
what it is, when to use it, 156
envelopes
design tips, 124
size of, 124
standard size, 124
Evans, Dana Gwendolyn, 110
extended text
defined, 235
type not good for, 177
eye, eye flow
and white space, 85
contrast and, 84
examples of, 16, 17, 32, 56, 71, 87
F
faxing, stationery for, 124
flag, newsletter, 129
flush left
defined, 42
examples of, 36
flush right
defined, 42
examples of, 37
design tips, 128
focus, focal point, 81, 124, 128, 220
fonts
fonts to let go of, 81
for contrast, 132
for readability, 132
where to buy
CreativeMarket.com, 235
FontSquirrel.com, 235
MyFonts.com, 235
FontSquirrel.com, 235
caps versus lowercase is contrast, 200–201
roman versus italic is a contrast, 202–203
frame. See borders
G
glossary, 235
gray page, what to do, 195, 210
gutter, what is it?, 133
H
hang from a clothesline, 58
Hazlitt, William, 31
hierarchy, use contrast to show, 194
hues of colors, 102
hyphen, 156
I
identity package, 114
indented text
first paragraphs not indented, 47, 132, 166
“typewriter” wide indents, 46, 165
InDesign PDF Magazine, 235
inspiration, 94
invisible type, 176
italic, true-drawn vs. fake, 202
J
Joshua tree, 11
justified type, 42
K
kerning, 163
L
Ladle Rat Rotten Hut, 48, 210, 211
left alignment
examples of, 36
letterhead and envelopes, 121–124
Life
accenting your clothes, 68
consistency creates clarification, 55
design your life, 85
don’t be a wimp, 85
dynamic relationships, 69, 167
physical closeness implies relationship, 15
rules of, 74
Your attitude is your life, 199
Lindbergh, Ann Morrow, 14
line, drawn, 235
M
McDonald, Nikki, 2
McWade, John, 235
Melville, Herman, 172
messy alignment, 47
modern type examples, 177
monochromatic colors, 104
monospaced lettering, 151, 152
monoweight, 179
multiple-page publications, 58–59
N
repetition in, 58
newsprint, printing on, 144
O
oblique, 202
odd-sized postcard, 138
Old Singleton, 210
oldstyle type examples, 176
open book, open mouth, 223
optical illusions
reverse type size, 144
orphans, 164
P
paragraphs
first p. not indented, 47, 166
indent or extra space, not both, 166
Pie Day, 38
primary colors, 96
printing, color model for images, 112
Proximity, Principle of
does not mean everything is close together, 20
purpose of, 32
review of principle, 86
summary of, 32
punctuation
and quotation marks, 153
following styled text, 165
in parentheses, 165
Q
quad left or right, 42
quizzes
apostrophes, 155
color, 112
contrast or conflict, 216
design principles, 90
dos and don’ts, 217
my philosophy on, 223
redesign this ad, 91
serifs, 185
thick/thin transitions, 184
quotation marks, 153
R
radical thin/thin transition, 177
readability, 132
in brochures, 136
in newsletters, 129
review of principle, 88
summary, 68
Return, after paragraph, 24
reverse type, when not to use, 144
right-aligned text examples, 34, 35, 50
Riley, Barbara, 222
roman type, 202
rules (drawn lines), 235
contrast in, 74
S
Sanford, Arlan, 142
sans serif
putting two or more on a page, 199
type examples, 179
vs. serif, 198
Sayers, Dorothy L., 201
script type examples, 181
secondary colors, 96
serifs
horizontal and thick (slab), 178
horizontal, thin, 177
illustration of, 176
none (sans), 179
quiz on, 185
slanted, 176
Shakespeare Papers
color scheme, 109
Sheldon, Carmen, 3
sixes and nines, 153
contrast, 188
standard envelope, 124
type size in business cards, 120
slab serif examples, 178
slanted text, 204
spacing arrangements, 21, 22, 25
clarifies information, 31, 143
letterspacing, 163
one space after punctuation, 152
Principle of Proximity relies on, 28
special characters, how to type them, 158–159
split complement colors, 100
stress, illustration of, 176
basic principle of, 196
contrast, 196
different categories of type, 196, 197
serif vs. sans serif contrast, 198–199
symbols, use dramatically, 191
T
tertiary colors, 97
thick/thin transitions, 176
little or none, 178
moderate, 176
quiz on, 184
radical, 177
slight in sans serif, 180
threefold brochure, 133
Tollett, John, 2, 113, 116, 131, 219
tracing paper, using to sketch ideas, 91
tracking, 163
triads of colors, 99
true-drawn italic, 202
Tschichold, Jan, 4
typefaces
comparison of color in, 212–213
typewriter photo, 151
typographer quotation marks, 153
typographic essentials, 151–166
typography
dynamic relationships in, 167
graphic design is type, 149
list of contrasts in, 215
on cheap paper, 144
reverse type, 144
U
underline, don’t do it, 162
unity in design, 54
V
Van Ness, David, 2
VIP, visually illiterate person, 221
W
weight contrast, 192
by-product of organization, 32, 142
defined, 235
organization of, 17
to create contrast, 140
trapped
defined, 235
solutions for, 50
widows, 164
Wildflower Theory of Color, 106
Williams, Cliff and Julie, 126
Williams, Pauline, 151
Williams, Robin, 240
Williams, Scarlett, 146
WingDings, 235
X
x-height, 186
Y
your attitude is your life, 85–89
Z
Zapf Dingbats, 235
Zazzle.com, 235