MODULE 17: DESIGN 1

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CONTENT drives the

design process.

DESIGN IS AN IMPORTANT EDITING FUNCTION.

A DESIGNER EMPLOYS SEVERAL STRATEGIES TO ENHANCE READABILITY.

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DOMINANCE: The large photo serves as a powerful focal point for the design.

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EYEFLOW: Photos are placed so they direct the eye into the center of the design.

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CONTRAST: Visual interest is created when one of the photos is a different size and shape.

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HIERARCHY: A range of text point sizes pulls the reader from the headline to the drop cap to the story.

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Displaying

verbal and visual

content

ELEMENTS together

presents a more

complete story.

WORDS AND PHOTOS WORK TOGETHER AS A TEAM.

PHOTOGRAPHS SHOW WHILE CAPTIONS TELL.

HEADLINES GRAB WHILE STORIES EXPLAIN.

ILLUSTRATIONS COMMUNICATE, NOT DECORATE.

DROP CAP

1 2 3 Design 1Verbal and visual CONTENT ELEMENTS communicate best when they work together.

SECONDARY HEADLINE

PRIMARY HEADLINE

STORY CONTENTMODULE

EYELINE CAPTIONS CONTENT MODULE

FOLIO/ FOLIO TAB

DOMINANT PHOTO

OVERLINE

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A design is built

on an invisible

framework of

GUIDES that

promote

consistency and

organization.

MARGINS ESTABLISH BOUNDARIES FOR THE CONTENT.

THE GUTTER RUNS DOWN THE CENTER OF THE SPREAD.

COLUMNS AND GRIDS PROVIDE ALIGNMENT AND ORGANIZATION.

PICAS ARE THE UNITS OF MEASURE PREFERRED IN GRAPHIC DESIGN.

POINTS OFFER MORE PRECISION.

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A design is built on a framework of GUIDES including MARGINS, GUTTER and COLUMNS.

MARGINS

GUTTER

COLUMNS

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Graphic arts uses a measuring system based on PICAS and POINTS.