Design Principles Understand business publications
Desktop Publishing • The process of using computers to combine and arrange text and graphics to produce printed materials. Examples: • Newsletter • Cards • Flyers • Brochures • Calendars • Labels
Six Principles of Design • Balance • Proximity/unity • Alignment • Repetition/consistency • Contrast • White space
Balance • Graphics don’t overpower text • Page is not too heavy on one side or the other • Example: Putting matching text boxes at the top and bottom of a publication
Balance • Making a few changes can make document pop!
Proximity/Unity • Distance between elements (objects) on a page • Used to demonstrate a relationship or a lack of relationship between elements • Example: Place captions (text) next to the related photograph
Proximity/Unity • The graphic anchors the bottom of the page, but the four text elements all float on the page with no apparent connection to each other (proximity/unity). The change in the headline (font change, reversed out of blue box) along with the subheading pulled in closer provides balance with the graphic on the bottom. The spacing between the two paragraphs of text is reduced slightly as well.
Alignment • Justification of elements (How and where items are position on the page.) • Related items should be justified the same to emphasize their relationship to each other • Example: The text giving the location, date, time, and cost of an event are all CENTERED on a flyer
Alignment • In the second "Alignment" example, text alignment is left-aligned, ragged right, wrapped around the bottom graphic which is aligned more to the right, opposite an added graphic that is aligned to the right to help balance the overall design.
Repetition/Consistency • Consistent pattern of fontand color schemes and graphic types; repeated fonts, color schemes, or graphics • Specific font, size, and style for headings, subheadings, and body text. • Do not mix photographic images or digital and cartoon images on the same page. • Scheme - a planned combination of elements, such as a combination of font styles and sizes
Repetition/Consistency • Scheme examples: • In a publication: • All Headings are keyed in 14 pt. Arial font and • The Bodyis keyed in 12 pt. Times New Roman font • All text is in the same font type/style • The graphics that are used all relate to the topic of the publication
Repetition/Consistency • In the second image, the headline is repeated three times using graphics that tie in with the copy in the text blocks. The repetition of the colors in the shapes and headline text that are in the copy help to reinforce the theme. Overlapping the graphic and text elements unifies the elements of the design.
Contrast • The use of color and size to emphasize the most important elements on a page • For example: • Use black font on a light pink colored page • Use white font on black paper • Use light gray on dark blue
Contrast • That oversized graphic provides real contrast and reinforces the copy (tall basketball players). • Dropping the text down to the bottom portion of the page also reinforces the 'towering' aspect of the graphic. • The reversed text in the blue box, the blue border, and the drop cap carries through the overall unifying elements found throughout the series. • Additionally, the round shape of the drop cap and its color echo the shape and color of the basketball in the graphic.
White Space • White space: Blank or negative space on a page • Used to give the reader’s eyes a break • Used to focus the reader’s attention on important details • White Space does not have to be white • Example: • Wide margins • Leading • Deeper Paragraph Indents
White Space • The large block of black created by the graphic of people adds a large block of black white space. Multiplying the number of people and reducing the size of the car in the second "White Space" example provides additional contrast and reinforces the theme of the copy.
Reference • http://desktoppub.about.com/od/designprinciples/l/aa_pod2.htm