Rules of Thumb is a monthly column where the AJ asks experts which one fact they wish architects knew. As design professionals, architects generally have a graphic eye for presentation. But with visual material such as a practice profile document, which is ultimately about representing the ethos of the firm to potential clients, successful communication relies on more than appropriate image selection. Every design decision you make says something about you. Try to reflect your approach to architecture through the layout. If you work with simple, minimal forms, use a rigid grid to separate blocks of text and images from each other. If your work is more elaborate, then interspersing text, images and captions may be more appropriate. Typefaces go in and out of fashion, and understanding their meaning in contemporary culture is important. When selecting a typeface think about what it says, visually, and whether it reflects your brand. When was it designed? Where else has it been used? Paper choice can also reinforce your message. Bright white, super-smooth paper such as Mellotex says something different to Cyclus Offset, a paper that you can see is 100 per cent recycled.
展开▼
