Aldus-Guide-to-Basic-Design

Appropriateness

Be flexible in applying the rules that follow.

There are no hard and fast rules for graphic design. Advice that works in one circumstance may not apply in another. Success in graphic communications is based on appropriately relating the elements of graphic design to their surroundings. Choose the particular arrangement that works best in its respective environment. Appropriateness is based on proportion. The size of any graphic element should be based on the size of the page, the graphic elements that surround it and the emphasis you want it to receive. Appropriateness also relates to the publication’s audience and content. Whether or not a graphic solution is appropriate depends upon two issues: how much it furthers the publica- tion’s purpose and whether it is suitable for your audience. A legal document should have a totally different appearance than a grocery store handout. Consistency helps to organize information. Be consistent in the way you handle the various ele- ments of graphic design, both within each page and within a publication. If you use 1-inch margins on page 1, for example, use 1-inch margins throughout the publication. If some of your headlines are set flush left, all headlines should be set flush left. Do not change typeface or type size unless there are compelling reasons to do so; such as when you want to attract attention to certain elements. Inconsistent handling of design elements leads to confusion, which will weaken your publication.

Consistency

DEVELOP CONCEPTS

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