C
O
N
C
E
P
T

Unity

Balance

Relevance

Emphasis

Contrast

Appropriateness

Repetition

Consistency

Simplicity

White Space

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C
O
N
T
E
N
T

Focused

Alignment

Hierarchy

Readability

Information Rich

C
O
M
P
O
N
E
N
T

Type

Color

Images

Graphic Elements

Details

appropriateness: Appropriateness is all about image. What image correctly reflects you and your company? It should be tailor-made to suit you and your company and should appeal to your audience/clientele.

Appriateness at work:
This was a 4x5.5 custom-made postcard for a gym handed out in the streets. It was designed with two colors because of budget considerations. A successful campaign, it is repeated quarterly.