Professional Documents
Culture Documents
Functions of design
› Defines communication objectives
› Identifies target audience
› Formulates a clear, unambiguous message
› Spells out communication strategy
Functions of Layout
› Translates into visual terms the contents of the
message
› Facilitates quick and accurate comprehension of the
message
› Projects an image suitable to the message and the
company
› Simplifies the message
Questions:
BALANCE
› Balance is an equilibrium that results from
looking at images and judging them
against our ideas of physical structure
(such as mass, gravity or the sides of a
page). It is the arrangement of the objects
in a given design as it relates to their
visual weight within a composition.
Balance usually comes in two forms:
symmetrical and asymmetrical.
SYMMETRICAL ASSYMETRICAL
Most designs can
be made more
interesting by
visually dividing the
page into thirds
vertically and/or
horizontally and
placing our most
important elements
within those thirds.
text
Make a dummy. ears
of layout: HEADLINE
Photo/graphics
“
“
X-layout L-layout
pull-quote cutline
Repetition acts as a visual key that ties your piece
together--in other words, it unifies it. Repetition controls
the reader's eye and helps you keep their attention on
the piece as long as possible.
Identifyvisual theme (colors, graphics
and fonts)
› What is the theme and objective?
› Use at least 3 fonts
› Be consistent in using fonts for titles,
captions, text, etc.
› Use headers or footers
› Use appropriate colors
› Repeat layouts
Fonts:
Categories Titles Header Serif: Cambria
Sans: Centry Gothic
By-lines
Cutlines
Page Numbers
create order
organize page elements
group items
create visual connections
TINTS
and
SHADES
Contrast with Type Contrast with Colors
Bold, All Caps Complementary Colors
Bold
White space is nothing. White space
is the absence of text and
graphics. It breaks up text and
graphics. It provides visual breathing
room for the eye. Add white space to
make a page less cramped, confusing,
or overwhelming.
Use grids in layouting.
White space is any color.
Grids provides visual organization
MARGINS Grid Units GUTTER ALLEYS
Pull-
quote
Typefaces:
Sans Serif: Centry Gothic
Point size Serif: Times New Roman
Idention
Tracking/Kerning
(Letter-spacing) Alignment
Leading
(line spacing)
Line length
Dominance relates to varying degrees
of emphasis in design. It determines
the visual weight of a composition,
establishes space and perspective, and
often resolves where the eye goes first
when looking at a design. There are
three stages of dominance, each
relating to the weight of a particular
object within a composition.
DOMINANT HEAD
Which photo(s) will you use?
› Qualities of a good photo:
News Value
Focus
Depth
Atmosphere
Clarity
Color Tone
Resolution
Handling photos:
› Cropping
› Resizing
› Reversing / Flipping
› Do not edit too much
› Do not distort photos!
CorelDraw
Publisher
Adobe InDesign
Photoshop
Illustrator
GIMP
Lightroom