 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:

 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:

text nameplate
Folio (date, volume, issue)

ears

HEADLINE Photo/graphics

X-layout

L-layout pull-quote cutline

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

Categories

Titles Header

Sans: Centry Gothic Serif: Cambria

Fonts:

By-lines

Cutlines

Page Numbers

 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

Bold, All Caps

Complementary Colors

Bold

 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
MARGINS

provides visual organization
Grid Units GUTTER ALLEYS

Pullquote

Point size Idention

Typefaces: Sans Serif: Centry Gothic Serif: Times New Roman

Tracking/Kerning (Letter-spacing)

Alignment

Leading (line spacing)

Line length

 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