D ESKTOP P UBLISHING

W HAT IS DESKTOP PUBLISHING ? Using a personal computer, word processor, graphics editor, and page layout software to design, lay out, and produce a publication electronically

D ESKTOP P UBLISHING B EGINNINGS The three most popular types of software for many years were word processing, database, and spreadsheet. The introduction of laser and inkjet printers led to the growing popularity of software called desktop publishing. Desktop publishing can be accomplished using dtp software such as Adobe PageMaker or Microsoft Publisher.

I N - HOUSE DTP BENEFITS More dtp jobs can be done “in-house” than in years past. “In-house means that someone within the company does it” More direct control over the project Provides a better, more solid understanding of the needs of the business Reduces costs Saves time

T HE DESKTOP PUBLISHING PROCESS The creation of a publication begins with two steps Planning the publication Creating the content

P LANNING THE PUBLICATION Determine the purpose (provide info, sell a product, get a response, etc.) Who is the target audience ? What format will be used? What do you want your audience to do after reading the message? Look at examples for ideas

C REATING THE CONTENT The most important goal in desktop publishing is to get the message across! The most effective design won’t work if the content doesn’t get the message across. Identify the purpose and organize materials. Prioritize information... what is most important? Clear and organized information combined with good design makes for an effective document.

D ESIGN C ONSIDERATIONS What is the feeling that the document is meant to convey? What is the most important information and how can it be emphasized so that the reader can easily identify the purpose of the document? What different types of information are to be presented and how can these be distinguished, yet kept consistent? How much space is available?

T HUMBNAIL SKETCHES A thumbnail sketch is a miniature draft of the document... a sketch of what you want the document to look like Be careful of overdesigning... that is a tendency of beginners in dtp. Thumbnail Sketches

D ESIGN C ONCEPTS /E LEMENTS Focus Directional Flow Consistency Color Balance Proportion Contrast Repetition Alignment Proximity

F OCUS An element that draws the reader’s eyes. This is created by using elements that are l arge, dense, unusual, and/or surrounded by white space. White space is the background where no text or graphics are located.

G RAPHIC ELEMENTS HELP PROVIDE FOCUS Titles, headlines, and subheads Fonts Reverse text Drop caps Ruled lines Clip art Watermarks Illustrations Photographs Charts, graphs Diagrams Tables Pull quotes Sidebars

P OINTERS WITH GRAPHIC ELEMENTS Legibility... graphic elements should support the message and not detract from it. Communicate, don’t decorate! Less is best! Apply the KIS principle... K eep I t S imple!

C REATING B ALANCE Balance is achieved by equally distributing the weight of elements on a page. Symmetrical balance contains similar elements of equal proportion or weight on the left and right sides and top and bottom of a page. Asymmetrical balance uses different design elements of varying weights and/or proportions to achieve balance on a page.

P ROPORTION Larger elements are generally viewed as more important (titles, some graphics) Readers are more likely to read a page where all the elements are in proportion to one another Determine the importance of each element of the document and size it proportionately.

C ONTRAST Contrast is the difference in the degrees of lightness and darkness on a page. A strong or high level of contrast is more visually stimulating and helps to draw in your audience... keeps the reader’s interest longer. Contrast can be used as an organizational aid so readers can identify the organization of the document (titles, subheads, etc.) Contrast can be achieved with graphic elements (symbols, watermarks), white space, and color.

M ORE ABOUT CONTRAST ! White space is important in achieving contrast. A more open and light feeling is projected with more white space on a page. Limited white space projects a more closed, darker feeling as well as crowded. The use of color in a heading, a logo, a graphic image, a rule line, or as a background can also add to the contrast.

D IRECTIONAL F LOW Directional flow is the pattern that leads the reader’s eyes. Established by using ruled lines, lines of type, or paths created by how you place graphic elements. When scanning a page, the eye tends to move in a Z pattern. Upper left corner Across to right side Down to lower left Ends at right corner Text alignment also affects directional flow.

C ONSISTENCY Uniformity among specific design elements establishes a pattern of consistency in a document. Design elements should remain constant throughout a document to achieve a degree of unity. Repetitive, consistent elements can also provide identity to your document(s) and provide the reader with a sense of familiarity. Inconsistency can be frustrating! Keep the design simple and distinct.

C OLOR Color is a powerful tool in communicating a message and portraying an image. Color helps organize ideas and highlights facts.

M ORE ABOUT COLOR ! Use color to create focus, organize information and documents, and add emphasis. Color can elicit a response. Use color sparingly. Limit to two or three colors (including the paper). The message is most important ; color adds emphasis and style. Text printed with light colors is usually more difficult to read. Color can be used to identify a consistent element.

R EPETITION The principle of repetition states that you repeat some aspect of the design throughout the entire piece. Bold font, thick rule (line), a certain bullet, color, format... Anything the reader will visually recognize Repetition focuses on consistency The purpose of repetition is to unify and to add visual interest.

A LIGNMENT Nothing should be place on the page arbitrarily. Every item should have a visual connection with something else on the page. There needs to be something that ties together all of the elements of the page visually. Alignment focuses on unity. The purpose of alignment is to unify and organize the page.

P ROXIMITY Group related items together. Move them physically close to each other so the related items are seen as one cohesive group rather than a bunch of unrelated bits. Items or groups of information that are not related to each other should not be in close proximity (nearness) to the other elements. The purpose of proximity is to organize.

P UTTING IT ALL TOGETHER ! Design can be learned by studying good design and by experimentation. Layout and design is a lengthy process of revising, refining, and making adjustments. Remember: Take time to design! Communicate; don’t decorate! Less is best!