1. DESIGN that
ROCKS

2. Basic
The Spirit of $76K
Design

3. Basic Design
[Organized arrangement]
of images & words to tell
a story

4. Elements of design ■ Photos ■ Copy ■ White space ►headline & story
►captions
■ White space

5. Placement of elements
Verbal and visual elements create a bull’s-eye effect
White space
Words
Photos

6. Design steps # 1. Determine foundational structure
by dividing layout into columns of equal sizes

7. Design caution All elements begin and end on a column
2 columns
2 ½
3 columns
3 ¾
1 column
1 ¼
All elements begin and end on a column

8. Design steps # 2. Establish the external margins
(the white space that frames the layout area)

9. Design steps
# 3. Note the gutter and the internal spacing (the 1 pica of white space between columns)

10. Design steps
# 4. Place an eyeline

11. Design caution ■ Placement of eyeline
(Place in upper or lower third, never in the middle)

12. Design steps
# 5. Place a vertical axis

13. Design steps
# 6. Select & place dominant photo at axis point

14. # 7. Place headline/copy area near dominant photo to reinforce message
Design steps
# 7. Place headline/copy area near dominant photo to reinforce message

15. Design steps
# 8. Place next largest photo at axis point

16. # 9. Continuing to work from the axis point, place next photo
Design steps
# 9. Continuing to work from the axis point, place next photo

17. Design caution ■ Pause and consider caption placement
(Avoid temptation to fill in the corners)

18. Design imperative
Vary the shape and size of rectangular photos

19. # 10. Working from the eyeline, place the remaining photos
Design steps
# 10. Working from the eyeline, place the remaining photos

20. Design imperative
Photos should rest on
or hang down from eyeline

21. Avoid running pictures into the outside margins unless they bleed
Design caution
Avoid running pictures into the outside margins unless they bleed
(Pictures that bleed run completely off the page)

22. Design steps # 11. Place a caption for each photo
(Captions may differ in length, but must be the same width)

23. Design steps
# 12. Begin design check

24. 2Design check
■ Consistent external margin
A photo touches each margin

25. 2Design check ■ Consistent internal spacing
1 pica separation between each element

26. 2Design check
■ Eyeline
The edges of photos create a line of white space
across two facing pages

27. Design caution Avoid placing pictures on the spread
that are the exact size & shape
unless the content is related

28. The layout of elements flow from the inside out,
2Design check
■ Bull’s-eye effect
The layout of elements flow from the inside out,
black to gray to white

29. 2Design check
■ Caption for every photo

30. 2Design check ■ White space is on the outside
White space is not trapped on the inside

31. Make sure there is a variety of content
2Design check
Check photo cropping & placement
Make sure there is a variety of content
& balanced coverage

32. 2Design check Good variety of content (1 person, two people,
small group, large group); imbalance between girls & guys

33. Design fix
#15. Replace photos or redesign as needed

34. Design maximization
■ Use layout to create more

35. Design modifications
■ Mirror

36. Design modifications
■ Flip

37. Design modifications
■ Mirror flip

38. Your turn ■ Design a layout using an eight-column format
■ Place your eyeline
■ Use 7-9 photos, varying size
■ Create a headline with a subhead & place over
copy area
■ Make sure every picture has a caption placed logically
near the photo it identifies
■ Check your layout before turning it in
The Spirit of $76K

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