1. Images
1.1. Photos
1.1.1. Must be royalty free
1.1.2. Communicate main message
1.1.3. Image driven
1.1.4. Realism
1.2. Sketch
1.2.1. Think visually
1.2.2. Prevent refining visual concepts too soon
1.2.3. Write down ideas
2. Central Message
2.1. Communicate visually
2.2. Express message
2.2.1. Color
2.2.2. Scale
2.2.3. Contrast
3. Ethics
3.1. Use own work
3.2. Client communication
3.3. Cater design to target audience
3.4. Honesty
4. HAUS
4.1. Hiearchy
4.1.1. What path will the viewers eyes follow?
4.2. Alighment
4.2.1. Architecture of composition
4.3. Unity
4.3.1. All parts of design work together
4.3.1.1. Images
4.4. Space
4.4.1. Create illusion of spatial depth using graphic space
5. Type
5.1. Measurement
5.1.1. Height
5.1.1.1. Measured in Points
5.1.2. Width
5.1.2.1. Measured in Picas
5.2. Font Style
5.2.1. Old Style
5.2.2. Modern
5.2.3. Slab Serif
5.2.4. Sans Serif
5.2.5. Blackletter
5.2.6. Script
5.2.7. Display
5.2.8. Extended family
5.2.9. Super family
5.3. Font selection
5.3.1. Audience
5.3.2. Tone
5.3.3. Personality
5.3.4. Attitude
5.4. Spacing
5.4.1. Letterspacing
5.4.2. Word Spacing
5.4.3. Line Spacing
6. Team
6.1. Brainstorming
6.1.1. Learn audience
6.1.1.1. Needs
6.1.1.2. Wants
6.1.1.3. Ideas
6.1.2. Generate many ideas
6.1.3. Build on ideas
6.2. Mind map
6.2.1. Diagram or Presentation
6.2.2. Helps visualize ideas
7. Elements
7.1. Lines
7.1.1. Point
7.1.1.1. Smallest unit of line
7.1.2. Elongated point
7.1.3. Path of moving point
7.2. Shapes
7.2.1. Texture
7.2.1.1. Tactile Textures
7.2.1.1.1. Can be touched and felt
7.2.1.2. Visual Textures
7.2.1.2.1. Can be seen not felt
7.2.2. Pattern
7.2.2.1. Balance
7.2.2.1.1. Distribution of visual weight
7.2.2.2. Emphasis
7.2.2.2.1. Arrangement of elements by importance
7.2.2.3. Rhythm
7.2.2.3.1. Connection from one graphic element to another
7.2.3. General outline of something
7.2.4. Closed, 2D surface
7.3. Color
8. Process
8.1. Phase 1: Research
8.1.1. Target Audience
8.1.2. Brand, product, service
8.1.3. Communication goals
8.2. Phase 2: Analysis
8.2.1. Strategy
8.2.1.1. Draw Conclusions
8.2.1.2. Examine problems
8.2.1.3. Organize information
8.3. Phase 3: Concepts
8.3.1. Design Concept
8.3.1.1. Primary creative reasoning
8.3.1.2. How and why you use fonts/images/typeface/colors
8.4. Phase 4: Design
8.4.1. Step 1: Thumbnail sketches
8.4.1.1. Drawings of ideas
8.4.2. Step 2: Roughs
8.4.2.1. Refined thumbnail sketches
8.4.2.2. Looks final, but not finished
8.4.3. Step 3: Comprehensives
8.4.3.1. Design concept visualized and composed
8.4.4. Client Review
8.5. Phase 5: Implementation
8.5.1. Production
8.5.1.1. Prepare all files
8.5.1.2. Print or display digital design
8.5.2. Craftsmanship
8.5.2.1. Skill of the execution
8.5.2.2. Includes use of Papers, inks, cutting & pasting, and software programs
8.5.3. Presentation
8.5.3.1. Present comps to client
8.5.3.2. Great presentations increase sales