1. Page Design

2. Overall design issues u Know audience expectations u Know client expectations u Maintain a consistent look and feel u Consider how each page will look before starting the work. –Each page must be part of a whole –Prevents having the 1 page that looks awkward

3. Design points u Audience needs come first –What are audience goals and information needs u Obvious organization -- lead the reader –Informative headings –Enough white space to show structure u Design to draw reader in –How does it look at 10 feet?

4. Fonts

5. Serif and sans serif fonts u Serifs are the tails on the letters u Serif leads the eye from letter to letter u At large font sizes, the serifs get too big

6. Sans serif fonts Note varying line weights on Optima

7. Serif fonts

8. Display fonts

9. Font tone u Each font carries a visual tone that affects how the reader reacts to the text u Can be

10. Type anatomy u Points u x height u Body size u Baseline

11. Align with tabs, not spaces

12. Heading Design

13. Font choices  Normally sans serif –The sans serif is visually distinct from the serif body font. This allows the eye to more easily distinguish a heading from the body text. –At larger sizes, the serifs become too large and are distracting for the reader.

14. Font size  Use a different font size for each heading  Avoid all caps or underlines  What is the most important attribute for distinquishing a heading?

15. White space  Any space that does not contain text  White space breaks up the page  Large blocks of dense looking text turn off the reader  Too much white space makes the page look disjoint

16. Heading white space  Sets off the heading from the text  Ensure the heading is visually tied to the proper text elements

17. Use unbalanced white space  Put more white space above the heading than below it. Gives a visual connection with the text.  Make the white space part of the paragraph formatting. Do not use returns. –Format-Paragraph-Spacing –Allows partial line spacings. Better control.

18. Balanced vs unbalanced

19. Flush left text and heading

20. Indenting heading

21. Different formatting

22. Paragraph formatting

23. Technical paragraph formatting

24. Line spacing u Also called Leading u Double or 1.5 is usually too much u Can be set in small increments u Some fonts look better with slightly more leading u Small changes can have large effect on document length

25. Line spacing examples 12 pt 15 pt 18 pt

26. Line spacing 12 pt 10 pt 8 pt

27. Text justification u Four options – Justified left, ragged right – Full justified – Ragged left, justified right – Centered

28. Left justified, ragged right u Easiest to read u Broken right edge helps eye remain oriented u Gives overall page a distinct shape for later recall

29. Full justified u Both left and right hand sides are justified u Not as easy to read u Page lacks distinct shape u Most publishers use this u Word processors are bad at good justification

30. Ragged left, justified right u Hard for eye to find new line u Only use for special effects u Never use for large text blocks

31. Centered u Hard to read u Eye can’t find new line u Use for special effect u Each line should stand alone

32. Line length u Best line is about 2 alphabets long – Actual length varies depending on the font u Too short, the eye is always doing a “fly back” u Too long, the eye gets lost on the “fly back” u Longer lines require more line spacing

33. Line length and paragraph width u If the material will be scanned for specific information, indent the text from the headings. u Longer page count = $$

34. Line length and paragraph width u If the text will be read in long blocks, align the text with the headings. u Saves page count

35. Hanging indents u First line flush and rest are indented u Useful for definition lists u Tips for the word processor – Set tab properly – Define hanging indent. – Never try to use hard returns and spaces.

36. Setting the hanging indent

37. Setting line spacing

38. Examples for analysis

44. End