Assessment 1; Stage 2, Case Study Design Development.

As I continue to explore the different options available to me while developing this case study, I have decided to deviate away slightly from the newsletter idea that was previously hallmarked as an idea. I feel that presenting my design as a short booklet/brochure is more suitable for showcasing the design principles that I am focusing on.

Two further concepts that I will incorporate into my design is a strong focus on a clear entry point and linear storytelling. Lidwell (2010) explains that these design characteristics help to reassure the user and it makes sense to introduce these more austere traits as it fits in with the design language of simplicity and frugality that I’m trying to embody. I am also thinking of including small amounts of red colour, perhaps for important text or page numbers. This technique has been used by advertising business Ogilvy & Mather on their website. There is a chaotic order in the design that they utilise, it manages to stay clean yet inconsistent and this is something I will try to incorporate in my brochure.

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Though there will be clear sub-headings to help ‘chunk’ the information, through a mixture of negative space and minimalist design the booklet will not encourage the user to skip through pages. It will draw attention to design and help the viewer to recognise its importance in communication-intensive fields such as public relations and advertising.





Ogilvy & Mather n.d, The Work, Ogilvy & Mather, viewed 11 December 2015 <>

Lidwell, W, Holden, K & Butler, J 2010, Universal Principles of Design, Revised and Updated : 125 Ways to Enhance Usability, Influence Perception, Increase Appeal, Make Better Design Decisions, Rockport Publishers, Massachusetts USA.