Strategic Communications by Kevin

In this post, I describe an assignment to design several promotional pieces for the Shaw Center for the Arts — a project that was both a creative challenge and a technical learning experience. Using the information provided and five required photos, I created a draft set of materials: an event poster, an Instagram post, a Facebook post, an invitation, and a social media comment.

My goal was to communicate the essential event information clearly while also capturing the architectural character of the Shaw Center. In what follows, I walk through my design process, the visual communication principles that shaped my decisions, and the Adobe InDesign techniques I used to build this first draft.

I should also be upfront: I am a novice in both layout design and Adobe InDesign. I approached this assignment as an opportunity to learn, experiment, and improve. I plan to refine these materials further before the final due date.

My first step was simply to read the assignment instructions carefully and make sure I understood the requirements. If I missed anything in this draft, I will correct it in the final version.

My Design Process

Next, I reviewed the provided text, examined the photos, and looked at the different sizes and formats needed for each media piece. I spent time imagining possible layouts and visual arrangements before opening InDesign.

I also reflected on posters and promotional materials I’ve seen for arts centers, grand openings, and similar events. Thinking about where these pieces might be displayed — and who would be viewing them — helped me prioritize information. Our readings emphasize that designers should consider how people gather information and how limited attention spans shape visual hierarchy. That guided my decisions about what needed to be most prominent and what could be placed in less visually dominant areas.

How I Executed the Draft Design

From the videos and earlier exercises, I learned some foundational techniques related to layout, white space, and typography. Applying those lessons to a full poster and accompanying media set, however, was a much bigger leap than I expected.

I began by selecting the five required photos. The idea of a grand opening made me think of a stage and curtain, so I chose that image as my anchor. I placed it across the top of the page, filling the width, because it created a strong visual entry point and felt appropriate for the theme.

Next, I copied the event title and subtitle into two separate text boxes. I formatted them in a sans serif typeface, following the guidance from our readings that sans serif fonts often work well for titles. I experimented with several placements but ultimately positioned both lines at the top, in white text over the main photo. This saved space and created a cohesive relationship between the text and the image.

I then arranged the remaining four photos, trying to avoid trapped white space and to respect natural eye movement patterns. I attempted to balance color, contrast, and visual weight across the layout, though I’m eager to hear feedback on whether those choices work effectively.

Placing the text was the most challenging part. I prioritized the essential event information by overlaying it on the main photo, keeping it immediately visible. The rest of the text felt less necessary for this type of promotional material, but the assignment required its inclusion. I experimented with different sizes, fonts, and placements, but eventually filled the remaining space with the text. In hindsight, this made the poster feel dense and visually heavy, especially when viewed at a smaller scale.

What I learned so far:

1. my little 13.3 inch laptop screen is a POOR CHOICE for graphics and layout, but it’s my computer and I’m sticking with it
2. I have a lot to learn about the InDesign software to help make prototyping much faster. I believe once I master the platform, I can experiment with more layouts and options quicker.
3. 3) I need to understand and practice more with layout and communication. I am certain that, like most crafts and skills, practice will help a lot.

Regarding the final product: My hope is that feedback from classmates will help me refine the hierarchy, reduce visual clutter, and make stronger decisions in the next iteration.

And Now, My Draft…