The assignment was to design a one-page (8.5 x 11) flier in InDesign for an upcoming Leadership Conference. The logo, image, and body copy were provided.
When taking the class a year or so ago before I had to withdraw for medical reasons, this was pretty much my first InDesign project. Here’s a thumbnail of that draft.
Over a year later, I hoped to vastly improve on this draft by putting new skills to use. I started with the idea of re-exploring the layout. In order to generate ideas, I printed a thumbnail view of a blank InDesign document that had gridlines formed. This way, in pen (which forces me to try things unapologetically), I could quickly explore various options.
Having chosen a layout idea, I formed guidelines in a new document to represent the grid I wanted to follow. I used shape tools to create overlapping rectangles. In selecting values (since the flier would be printed greyscale), was sure to select values dark enough to use white text, without clashing too much with the image (which has a predominantly bright background).
In the end, most of the values on the left (where the copy is located) are darker, while the values on the right are lighter. I hoped this would create an interesting contrast – the largest point of contrast being where the image meets the white box, and the heaviest values being where the text and details are located.
The message centers around the conference, where students nearing graduation have the opportunity to mingle with professionals and learn how to gain credibility in the professional world.
The flier targets graduating students in a professional context. Because of this, I mixed a contemporary layout with a more traditional typeface.
Title Font: Minion Pro (Oldstyle Serif), uppercase with bold weight and small caps with regular weight.
Body Font: Myriad Pro (Humanist Sans-Serif), normal weight.
The body copy needed some work. There were many spelling errors, as well as some content corrections. For example, the text originally said “three-day” seminar, but the date and times are only for three hours.
Here’s the finished product:
In the end I gained faith in the creative process, especially in working in small chunks and drafts. Willingness to start all over or kill your darlings are a must. Exploring ideas in low-fidelity form (brainstorming, sketches) removes a lot of the pressure later on. And finally – we all get better with practice, in proportion to time spent.
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