Understanding Desktop Publishing Desktop Publishing- Publishing can literally take place at your desk *Faster microprocessors, larger storage capacity, improved printer capabilities, clipart, CD-ROMs, access to the Internet, and high quality printers *Microsoft Publisher 2003 or Microsoft Word 2003 Chapter 1

Planning a Publication What is the purpose of publication? Who is intended audience? What type of document best conveys message? How will publication be delivered? What do you expect audience to do after reading message? What is budget? Purpose- Are you trying to provide information, sell a product, or announce an event? Audience- Are they employees, coworkers, clients, friends, or family? What do they expect? Serious, humorous, informal, conservative, etc. Document- Brochure, newspaper advertisement, business card, or tacked on bulletin board? Delivered- Speech, presentation, handout? Expectations- Response, questions, contact you in person or telephone? Budget- How much money can you spend? Word 2003

Designing a Document Creating Focus Achieving Balance Using Proportion Applying Contrast Establishing Directional Flow Emphasizing Consistency Applying Color Why plan and design? A well-planned design sets your work apart; it gets people to read your message! Word 2003

Creating Focus An element that draws the reader’s eyes Titles, headlines, and subheads Clipart, photographs, logos, ruled lines, drawn or scanned images Focus- Focal point on page that draws reader’s eyes (larger, bolder, contrasting typefaces, clipart, photos, watermarks, logos, images) Amount of white space around focal element can enhance its appearance. Word 2003

Creating Focus (Cropping a Graphic) Notice the difference with a cropped graphic. Word 2003

Creating Focus Logo AutoShapes Unusual Fonts Best Homes Word 2003 Position graphic to face the text. Draws attention toward text instead of away from text. AutoShapes Unusual Fonts Word 2003

Creating Balance Symmetrical Balance Asymmetrical Balance Word 2003 Symmetrical- Contains similar elements of equal proportion or weight on left and right sides and top and bottom of page. (Fold paper in half vertically and both halves contain same elements)---Easy to obtain Asymmetrical- Contemporary design, more flexible and stimulating Word 2003

Creating Contrast Power Chicago Degrees of lightness and darkness on a page Typographical Contrast (Size, Weight, Color, Typeface and Style) Warm colors (red, yellow, orange, black, brown) come forward and cool colors (blue, green, neutrals white, gray, and silver) appear to recede. Colors used should project nature of business you represent (artistic- bolder, business- not so bold). Pair fonts together with obvious differences. More white space- Open feeling is projected. Less white space- Closed, darker feeling is projected. Code Red Blue Moon Chicago Power Word 2003

Contrast Headline Headlines and Body Text (Sans Serif vs. Serif Fonts) Larger font size in headlines and smaller font size in body text Headline The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. Serif- tiny lines on characters Sans Serif- Without tiny lines Word 2003

Directional Flow Reader is drawn through the document; organize related items Z-Pattern Strong left or right alignment Z-pattern- Eye starts at top left and skims over to top right, then skims down to bottom left to bottom right. Company names and phone numbers often appear on bottom right of page. Break away from center alignment! Used for more formal look, but can be boring in other types of documents. Word 2003

Directional Flow—Graphic Direction The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox Which graphics are placed appropriately on the page? The two with the red arrows because they are faced toward text instead of away from. Word 2003

Using Proportion Individual parts as they relate to the whole Too much white space makes text look short---fill up white space to maintain proportion. Individual parts as they relate to the whole Size relative to importance of message Size elements in proportion to each other Word 2003

Using Color and White Space Use color or white space to emphasize main message and give the eye a break from too much text Inexpensive alternative—use colored paper or preprinted paper Limit use of colors to two to three in document. Don’t let color overpower words. Black text rather than light text is easier to read. Use color to communicate, not decorate! Word 2003

Using Consistency Consistent newsletter design from issue to issue Uniformity among design elements Be consistent with margins, columns, typefaces, type sizes, spacing, alignment, and color throughout document. Word 2003

To Sum It All Up… Take time to design! Communicate; don’t decorate. Less is best! Readability is the key! Save, save, save!!! Word 2003