5. Creating Visual Impact
TYPEFACES IN THIS CHAPTER:
Goldenbook at 10/13 for body copy and at 90 point for large heads
A few callouts are in Charlotte Sans Bold
A graphic design almost always has three main goals: 1) Get attention; 2) create a memorable visual impression; and 3) communicate a message.
The best way to accomplish the first two goals is with visual impact. The design and layout of your project will determine if anyone stops long enough to see what you have to communicate. The greatest ad copy in the world will go unread if you aren’t able to get the reader’s attention. And the only way to do that is visually.
Basically it’s all about contrast—contrast of size, color, direction, format, or a contrast of the expected versus the unexpected. ...
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