Dominant Elements

STEP 1 – LEARN & PRACTICE View the presentation to learn how dominant elements anchor a spread, lending importance to one visual element Compare dominant elements that work and ones that don’t and complete the exit ticket for the lesson

DOMINANT ELEMENTS . Dominant elements are used to visually link two pages, usually by crossing the page gutter. Dominant elements, usually one photo or a grouping of photos, are the largest elements on the spread and are 2-3 times larger than the other elements. Also can be called ‘emphasis’, Center of Visual Interest (CVI) or focal point, and can also be achieved by color, weight, shape.

HIERARCHY . Good design leads readers around the spread, guiding which item to look at first, which second, and so on, establishing visual hierarchy. Dominant images/packages act as a focal point of the spread and should be the first item placed, creating hierarchy as the spread evolves.

What would you say is the dominant element on this page? Compare this spread to the one on the previous slide. It is a different spread from the same school. This layout includes all the strengths of the previous layout PLUS a clear dominant photo on the left-hand page. The viewer’s eye automatically looks at that photo first because it anchors the spread. Notice how the flow of the photo leads your eye to their primary headline, then up to the photo strip. The photo strip leads the viewer’s eye across to the right-hand page. This is called eye-flow, and it all starts with the dominant element. Photos with a clear dominant tend to get looked at for longer. Very often, pages without a clear dominant are passed over quickly because they are confusing to look at. What would you say is the dominant element on this page? Wakeland High School [TX]

What would you say is the dominant element on this page? . It is difficult to answer the question of dominance on this page. Though it is a beautiful page with lots going for it like consistent spacing, great coverage of lots of students, captions for every photo, good use of fonts and more, the dominant is not clear because the dominant image/package isn’t quite large enough. Each of the photo packages are of similar size and weight. According to the adviser, “I had a conversation with my students because they compromised design due to lack of content. That Homecoming spread is my example of what happens. Had they planned their coverage better before the event instead of scrabbling afterwards, they would have had a more quality photos to use rather than relying on someone else’s photos.” Compare this spread to the one on the next slide. It is a different spread from the same school. What would you say is the dominant element on this page? Wakeland High School [TX]

What would you say is the dominant element on this page? Let’s look at the first layout again. See how much that dominant photo improves the layout? What would you say is the dominant element on this page? Wakeland High School [TX]

What would you say is the dominant element on this page? . It is difficult to answer the question of dominance on this page. Notice how your eyes are bouncing from photo to photo without settling down to really look or focus on reading. Like the example we looked at from Wakeland High School, this layout has many strengths. Unfortunately, the lack of a dominant photo prevents it from being its best. What would you say is the dominant element on this page? Decatur High School [TX]

What would you say is the dominant element on this page? This spread, from the same book as the previous spread, has a strong dominant module in the photo with the bonfire and overlapping photos. The dominant package is larger and reader is drawn to it. Also note how some photo boxes are horizontal, some are vertical and some are square. This school has also effectively used a circle photo, which is very difficult to do. Use shapes other than squares and rectangles VERY sparingly, if ever. What would you say is the dominant element on this page? Decatur High School [TX]

PHOTO PLACEMENT Vary photo sizes & shapes, vertical & horizontal. Photos across the page gutter increase a unified look, BUT be careful to avoid placement of eyes, nose or mouth in gutter. Photo placement is important whether across the gutter or not. Think hierarchy.

DOMINANCE DOs DO have a dominant image/package on all spreads – it pulls readers into the design. DO strategically place the CVI (Center of Visual Interest) near the center to direct the eye around the spread. DO keep in mind the dominant image/package should touch the eyeline.

DOMINANCE DONE RIGHT Dos Pueblos High School [CA] Dominant element is 2-3 times larger than the next largest element on the page. Dos Pueblos High School [CA]

DOMINANCE DONE RIGHT Loudon Valley [VA] Page gutter Notice that the dominant photo in this spread and all of the spreads on the next slides have a dominant element that is near, but not exactly in, the middle of the page. This one crosses over the gutter of the spread, or the place running down the middle of the book where the pages are sewn together. When a photo is placed over the gutter, the designer must be very careful that no faces are in the gutter. Page gutter Loudon Valley [VA]

DOMINANCE DONE RIGHT Starrs Mill [GA] Eyeline This spread includes a dominant module, or grouping of photos that are only separated by thin lines. All of the photos within a module are about the same topic. Once again, as with all of these spreads, the dominant helps tell the story of the event by giving the reader a place to focus their attention before looking at smaller modules. Notice the eyeline running across the spread. This linear empty space connects the two pages visually so they become one unit rather than two separate pages. Eyeline Starrs Mill [GA]

DOMINANCE DONE RIGHT Westlake High School [TX] Visual check list: Where is the dominant module? (advance slide to show dominant module) The dominant should be near, but not exactly in, the center of the page. Where is the middle of the page? (advance slide to show center of page) Does the page have an eyeline? Where? (advance slide to show eyeline) The dominant should be 2-3 times as large as the next largest element. Which is that next-largest element? (advance slide to show size comparison) Westlake High School [TX]

STEP 2 – DO Use your knowledge and the previous examples to create or revise yearbook spreads with an emphasis on strong dominant images