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Training design classes for the marketing executive
The full-day executive session.
Learn six things.Then apply the lessons.
1. Concept development
How to get an idea.
How to sell an idea.
How to judge an idea.
How to protect an idea.

2. Layout and design
Margins, white space, contrast.
Symmetry bad / dynamic balance good.Why.
Eye of the reader.

3. Typography
How to select typefaces.
How to mix typefaces, families, weights.
How to set your address and phone number. The Secret Word you should never set in type.

4. Professional resources to find:
Photographers and stock photos.
Illustrators and clip art.
Charts and graphs.
Pricing guidelines and Graphic Artists Guild.

5. Samples from the greats
Writers.
Designers and art directors.
Illustrators.
Photographers.

6. Developing your own style
Let Daddy Desktop help with a current project.
How to manage a project.
The five-lesson plan.
Five consecutive Saturdays. Or:
Five alternating Saturdays.
DayOne:
Basic design

Design history, examples, great ads. Discussion.

Review relevant software and hardware.

Page layout basics including:
Margins, white space
Contrast vs. balance
Focusing the reader's eye.

In-class hands-on assignment.

DayTwo:
Typography, words

Styles of typography including:
Swiss design, Helvetica, the grid.
American typography: Look, Esquire, Rolling Stone, Wired, Men's Health, Volkswagen, CBS, Herb Lubalin, classic and circus posters. Decorative typography.

How to convert a typeface into a logotype.

How to mix and space typefaces.

In-class hands–on exercise modifying letterforms.

Great typography, examples, discussion.

Principles of copywriting.

The one word everyone wants to use and should never use.

Style <<tags>> from word processor to page layout application.

In–class hands–on exercise with headlines.

In–class hands–on exercise with body copy.

Spell-checking, proof reading [sic] your copy.

Review hands-on assignment.

DayThree:
Design management

Working in creative teams.

Collaboration vs. Consensus.

How to remain objective (discussion). And the profound advantage of not caring too much.

How to buy art, illustration, photography.

How to work with a freelancer.

How to buy printing.

Review homework assignment.

DayFour:
Advanced design

Marketing and design.

Positioning. Bottom-up marketing. Guerrilla marketing. Branding.

Art direction vs. design.

New wave and freeform design.

Review more demanding assignments.

DayFive:
Thinking like a designer,
or, Prepress

As a management person, you may be asked to supervise or even produce desktop-published visual material for your company.

It can be a far cry from giving an assignment to a professional and critiquing their work,

to having a hands-on involvement with projects you write or design yourself.

When this course is over, the busy executive will be well on the way to being able to efficiently write, design, and produce effective desktop publishing projects.

(But he or she may not always decide that that's the best course of action.)