Skill Level Appropriate for all
- You may have seen before in my short course Fast Easy Cover Design, how a super simple grid organizes your page very easily. I'd like to flesh that out little more. When you have info to put into an empty space like this, it can be tempting to just fill it up. And you can do that, and sometimes it works, but that's generally not design, it's just filling space. Design is always intentional. It's to organize, bring hierarchy, set a mood, whatever.
So here's a technique you'll find lots of use for, and that's simply to set your type in small blocks, aligned vertically and horizontally. You want a focal point, in this case it's Studio G, and then note what I've done here. All the type is in upper case, it runs from big to small, that's hierarchy, and dark to light, which is also hierarchy. Two different graphical means of doing the same thing, so they reinforce each other. The result is neat, it looks intentional, it has strong presence.
The white space on the right, that quiet space, keeps your eye pinned to the type, which is where the voice is. The type doesn't sprawl and dilute your attention. Now I want to take this same idea and run it horizontally. Again, you might be tempted to fill this space, but do this instead. Different photo, so different colors. These were pulled from the photo. There's a very mechanical look to this. It's a built space. It's like that kitchen. It leaves a rectangular white column, you may have noticed that.
Your eye just traverses it. And the result is very intentional, very structured. A variant of this is to move the type to the left. This is a shift in emphasis. It's subtle, and a visual softening, because that white column doesn't form. It's lighter, airier, a bit less structured, all without changing the type. Let me show you a similar effect in a different way. Let's go back to the previous page and swap out the rectangular photo for a more organic one.
Studio G remains structured. That's it strength, but the rectangular column doesn't form here either, because of the irregular space. So again, the look is softer. Same thing, this time horizontally. Three blocks, this time we're going to move the title block into the open space on the left, then push the entire structure up. I've left the guide line to show that everything remains aligned. By now, even without showing it, you can see the grid that underlies the design and keeps it organized, how very neat, very efficient.
Let's change it in another way. This time, we'll change the typefaces into something more freeform. And here, you trust your eye for placement. You know, design is not math. Guides are guides, not rules. So beautiful script, and now I'm going to do something cool, and that's take a large script G, same typeface, and set it in the background, then move the whole structure a bit to the right. So it's still generally in the corner, and it's still generally aligned. Now swap out the block type for a Didot-style italic, which is very complementary.
These are beautiful typefaces. The script is Bellissima and the italic is Essonnes Display Light, which is available is Adobe Typekit. Add our photo, and we're done. One last simple variant. Set our name, this time in Didot. The black picks up the black of the lamps, but those lights give us the option to turn on the light, so to speak, and turn the G white. Now we'll just add a vertical guide, then our two blocks of text, this time above and below, still in Essonnes, which is a perfect complement for Didot.
In this case the hierarchy starts in the middle, company name above, small contact info below. Very simple, very handsome, very easy to do. You'll find a million uses for this. Anywhere you want to project a sense of clarity and structure. It works mechanically, and it works freeform. The typefaces you use, and where you put them, will depend on your context. The key is to keep the type in small blocks and always aligned horizontally or vertically.
And that's your design for today. See you next time.
Q: Why can't I earn a Certificate of Completion for this course?
A: We publish a new tutorial or tutorials for this course on a regular basis. We are unable to offer a Certificate of Completion because it is an ever-evolving course that is not designed to be completed. Check back often for new movies.