The purpose of designing is the logical "thinking through" of the needs of a publication (poster, flyer, banner, etc.) and allowing the medium to do its job. Layout is simply the process by which the words and pictures are brought together on paper in preparation to be mechanically reproduced.

The following are some pointers to remember for the design and lay out of a message:

The three guidelines for effective graphic design are FUNCTION, SIMPLICITY, and INTEGRATION. Analyze the needs of your message, select the key element to enlarge and use as the focal point, arrange the words into an understandable unit, and keep it simple!

FUNCTIONAL - Design must do the job of getting your message to a mass audience (thousands of Tarleton State University students). A visual symbol attracts the reader from a distance by communicating the concepts you are promoting (e.g. large heart for a blood drive, the message being, "Have a Heart -- donate to Campus Blood Drive"). A visual symbol and graphic design grows out of the needs of the message, and are therefore subservient to it.

SIMPLE - Focus on one element that will grab the reader's attention and interest. Relay this main theme in the printed message. Typefaces should vary in size and weights, but use only one or two different typefaces. This keeps the design uncluttered and allows for emphasis.

INTEGRATION - The overall design must be integrated so that separate parts complement each other and work together. Specifically: proximity and nearness indicate related ideas or elements; "leading" the reader's eye from left to right; relative size and isolation of an element indicate its importance (i.e., surrounding white space). A good test of effectiveness is to look at the layout from a distance of 8 - 10 feet; symbols and print that are too close will blend together unreadable. Bordering all or part of the design may create emphasis.

GOOD design will look good in print. Flyers photocopied onto bright colored paper account for some of the most eye-catching and inexpensive publicity around campus. The sharp contrast between a simple, clean design and bright flashy paper, follow the tips outlined above.