1. Good design helps the reader focus on content!

2.  Dominance: achieved by making a content element significantly larger so that it becomes a focal point often a photograph or group of photographs should be important enough to justify dominance

3.  Eyeflow Goal is to help reader move from element to element should direct reader toward center (bullseye) determined by EYELINE, an area of white space that runs across a DPS, giving continuity to spread

4.  Hierarchy creates order and indicates importance through size and placement can be achieved through typography and use of modules

5.  Contrast opposing elements spark visual interest  Size  Format  Shape  Weight  Color

6.  Margins: define the top, bottom, left and right of the spread. Content stays within margins with exception of “bleed” elements (run right off the page)  Gutter: runs down center of spread. Keep typographic elements out, but photos can cross if attention is paid to cropping  Column grids: guides that divide the page vertically as a framework for holding content. All content falls within the grid without stopping in the middle of a column

7.  Picas: one-sixth of an inch unit of yearbook measurement. Each box on a design sheet is 1 sq. pica  Points: used to measure typography and rule lines (stroke)

8.  Where do I start? 1. DOMINANT ELEMENT should be placed on the spread first! It drives the placement of the eyeline. Secondary elements are then grouped around the dominant element.

9.  2. Place headline (and story, if applicable)  3. Place secondary photos around the dominant photo. Remember to use contrast and to maintain eyeline.  4. Place captions within the column grid to the outside of photos, adjacent to the photos they describe. (Bullseye)

10. White space can be a friend or foe.  Standard spacing = one pica  Tight spacing = 1 to 6 points  Expanded spacing = a rail of 3 to 6 picas used to isolate content

11.  They are ready-made designs (can be partial or full).  Use them in entirety, with modifications, or as inspiration.  Click-n-go is also a partial template option.

12.  Traditional: photos and perhaps a headline and feature story make up spread with perhaps a single sidebar module.  Modified: Keeps most of the traditional components with several content modules.  Maximized: each component is used as a module

13. Layers provide visible and invisible structure for the design. modular layer - constructed using a variety of rectangles that will hold the content. content layer – what the reader actually sees. Words and photos make up this layer.

14.  The individually designed modules must work together to create continuity on a spread. Consistent typography Repetition of graphics Unifying headline Tints

15.  Add personality  Unify or separate content elements  Emphasize or de-emphasize content  Are used three or more times to become a strategy

16.  Templates/click-n-go  Look Book  Magazines  Websites