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 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.
text
 Make a dummy. ears

 Use the basic types nameplate


Folio (date, volume, issue)

of layout: 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.
 Identifyvisual 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
Fonts:
Categories Titles Header Serif: Cambria
Sans: Centry Gothic

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 provides visual organization
MARGINS Grid Units GUTTER ALLEYS

Pull-
quote
Typefaces:
Sans Serif: Centry Gothic
Point size Serif: Times New Roman

Idention

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