Layout & Design

Objectives Preplan Layout Production Plan for Focus and Flow Incorporate white space

Preplanning Know your audience Who will be looking at your document The obvious is easy Consider additional possibilities Ex: Design a brochure to advertise the next meeting of an organization… Who is the audience?

Preplanning cont. Purpose To inform? To advertise? To seek input? To meet a requirement?

Layout Thumbnail Sketch Orientation Pencil sketch used to illustrate ideas and provide direction. A working document Use stick figures and simple shapes Orientation Landscape vs. Portrait

Layout cont. Organization Page Arrangement What should come first? What needs to be last? How many pages? Page Arrangement Multiple pages require margin decisions Gutter: slightly wider interior margins (pages facing each other like a book)

Production Printing Color Other Cost Considerations Basic printer Copy center (Kinko’s) Professional printer Consider cost Color Costly Around .08 cents for b&w, compared to .39 cents for color Other Cost Considerations Paper Delivery Size Folding/cutting

Focus & Flow

Focal Point The focus of your design should begin at that point where your reader’s attention is initially drawn. Focal Point- the place your reader first sees. A graphic, color, text p. 76

Focal Point Guidelines Larger text is noticed before smaller text Brightly colored text is noticed before black text Images are noticed before text p. 76

Focal Point Example: Text p. 78

Focal Point Example: Notice the difference? p. 79

p. 79 figure 5.4a p. 79

p. 79 figure 5.4b p. 79

Where is your eye drawn? p. 79 & 80

Focal Point with Image Position

What draws your eye in? p. 81

Flow After establishing a focal point, the reader must be encouraged to continue reading by following the flow Flow definition: a visual path created by arrangements of element on a page Flow Guidelines: The eye looks for images before text Larger text before smaller text Colored text before black text p. 81

Z Pattern Lead the eye from: The top left to right Down to lower left Over to lower right If a designer does not use the Z Pattern, he/she must use plan images/text to direct the eye. p. 81

Z Pattern example p. 81

White Space Purposeful blank areas on a page designed to provide a visual break and to give other elements greater impact is called White Space White space includes margins, spacing between lines of text, large open areas on a page. p. 83

Purpose of White Space Reduce the “busyness” of a page Gives the reader a chance to rest while tracking the page Opens up a page so it appears less intimidating Draw a reader’s attention p. 83

White Space Examples p. 83

Design elements

Design Elements Focus on the placement of all components on the page Grids Rule of Thirds Harmony

Grids Grids help guide the placement of the three basic design elements: Text Images White Space

Example of Grids By moving each piece around the page you can experiment with your options Elements can be enlarged or duplicated to fill the page. There are many ways to arrange the page

Example Each component fits into the grid

Rule of Thirds Pages arranged in thirds are more effective than those designed in halves or fourths.

Examples

Harmony of Design Arranging elements in an effective way, all pieces work together to create a readable and interesting page. Rhythm Balance Proportion Symmetry Organization Asymmetry Consistency Closure Repetition Alignment

Rhythm The flow that draws you from one item to another and one page to another The jellybeans draw your eye from page to page, creating a rhythm

Proportion Makes each element on the page a size that reflects its importance

Organization The arrangement of information and graphics on a page. Ex: keeping related information together Poor Ex: interrupting text by placing an image in the reader’s path

Consistency Attention to detail. Ex: Type choice, same space between paragraphs, matching elements to show cohesiveness.

Repetition One way to build consistency. Ex: Reuse an image, duplicate a dramatic line or color, same image/difference size,

Balance Type of repetition where elements that are similar in size or shape are placed in such a way that they counter each other Ex: Text can balance images, white space can balance, text

Symmetry When a page or its elements are perfectly balanced Can be pleasing Also can look to boring

Asymmetry Pages that are not perfectly balanced. One element is separated from the others to make it stand out Can be more interesting

Closure The mind tends to want to finish that which is left undone

Alignment The placement of text or images so that one line of text falls exactly below another, or lines up the edge of the text above or below.

Design Decisions So many decisions make design seem overwhelming. So many decisions makes it hard to know where to start. Best place to learn/becoming familiar is by studying designs created by others Look at Ads, Web pages, Junk mail, Look for tension, Rule of Thirds, etc. EXAMPLE GALLERY