design and layout

Who are the intended readers? How and where they will use the

publications? What is the intended lifespan of the

publication? How much information must be

communicated? How much is the budget?

Give a clear reading path. Divide the lines into columns. Keep the design simple. Make an eye catching nameplate or

cover. Make sure that each page has a focus

using a dominant head. Put important material on top, less

important at the bottom.

Design is a plan or a scheme.

Layout is an arrangement of parts according to a plan;› It is the implementation of the plan.

Functions of design› Defines communication objectives› Identifies target audience› Formulates a clear, unambiguous message› Spells out communication strategy

Functions of Layout› Translates into visual terms the contents of the message› Facilitates quick and accurate comprehension of the

message› Projects an image suitable to the message and the

company› Simplifies the message

Questions:› Who does the design?› Who does the layout?

BALANCE› Balance is an equilibrium that results from

looking at images and judging them against our ideas of physical structure (such as mass, gravity or the sides of a page). It is the arrangement of the objects in a given design as it relates to their visual weight within a composition. Balance usually comes in two forms: symmetrical and asymmetrical.

SYMMETRICAL ASSYMETRICAL

Most designs can be made more interesting by visually dividing the page into thirds vertically and/or horizontally and placing our most important elements within those thirds.

Make a dummy. Use the basic types of layout:

nameplate

X-layout L-layout

ears

Photo/graphics

cutline

text

HEADLINEFolio (date, volume, issue)

pull-quote

“ “

Repetition acts as a visual key that ties your piece together--in other words, it unifies it. Repetition controls the reader's eye and helps you keep their attention on the piece as long as possible.

Identify visual theme (colors, graphics and fonts)› What is the theme and objective?› Use at least 3 fonts› Be consistent in using fonts for titles,

captions, text, etc.› Use headers or footers› Use appropriate colors› Repeat layouts

HeaderTitlesCategories Sans: Centry GothicSerif: Cambria

Fonts:

By-lines

Page Numbers

Cutlines

create order organize page elements group items create visual connections

LEFT RIGHT CENTER EDGE

VISUAL ALIGNMENT

adds interest to the page and provides a means of emphasizing what is important or directing the reader's eye.

makes a page more interesting so the reader is more apt to pay attention to what is on the page.

aids in readability by making headlines and subheadings stand out.

shows what is important by making smaller or lighter elements recede on the page to allow other elements to take center stage.

Contrast with Size Contrast with Value

TINTS and

SHADES

Contrast with Type Contrast with Colors

Complementary Colors

Bold

Bold, All Caps

White space is nothing. White space is the absence of text and graphics. It breaks up text and graphics. It provides visual breathing room for the eye. Add white space to make a page less cramped, confusing, or overwhelming.

Use grids in layouting. White space is any color.

Grids provides visual organizationMARGINS GUTTER ALLEYSGrid Units

Pull-quote

Typefaces: Sans Serif: Centry GothicSerif: Times New RomanPoint size

Line length

Leading (line spacing)

Tracking/Kerning (Letter-spacing) Alignment

Idention

Dominance relates to varying degrees of emphasis in design. It determines the visual weight of a composition, establishes space and perspective, and often resolves where the eye goes first when looking at a design. There are three stages of dominance, each relating to the weight of a particular object within a composition.

DOMINANT HEAD

Which photo(s) will you use?› Qualities of a good photo:

News Value Focus Depth Atmosphere Clarity Color Tone Resolution

Handling photos:› Cropping› Resizing› Reversing / Flipping› Do not edit too much› Do not distort photos!

CorelDraw Publisher Adobe InDesign Photoshop Illustrator GIMP Lightroom