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Layout and Designing
Arrangement of various visual elements
illustration, text, colour and white space in
patterns, pleasing to see, easy to read and
comprehend
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Key Concepts
Proportion of an object isnt tied only to the rules
of mathematics
Optical Centre
Hot Spots
Centre of Interest Only one centre of interest in a visual
It can be an illustration, text or white space
All other elements to support the centre of interest
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Visual Element
1. Illustration
Photographs with background
Block out
2. Drawings
Tone art
Line art
Photo Sketch
Clipart
Silhouette
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Tone art
Line art
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Photo Sketch
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Silhouette
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3. Typographic/Text
Type Style/Font Type
Typography refers to the reproduction of letters
Do not use type styles from ten different families to make a
professional looking publication, but combining a few
different typefaces improves contrast
Do not mix similar/slightly different typefaces/fonts together
Two major categories: Serifand Sans Serif
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Serif
Serifs resemble pen strokes that extend from theends of letterforms
A B C D E F G
Sans Serif
There are no serifs
A B C D E F G
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Serif
Old style
Freestone
Modern
Freestone
Slab serif
Freestone
Angle (downward or straight)
Level of contrast b/w thick and thin parts of letter form
Diagonal/vertical stress
Friendly, informal/formal appearance
Bold/lighter appearance
Differences
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Sans Serif
Freestone Freestone
Don't mix too many fonts together.
If you use more than one serif style, choose them from different
categories: oldstyle, modern, or slab serif.
Don't combine sans serif typefaces on the same page. Choose one,
but use size and weight to create contrast.
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Type Size/Font Size
Font size is more important for design of projected visual than printed visual
Distance (Feet) Height of letters (inches)
100 3.5
80 2.7
60 2.1
40 1.4
25 1.0
20 0.7
10 0.35
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Case
UPPER CASE Lower case
Spacing
Kerning: adjustment of space between individual letters
if amount of space between letters is reduced,
more characters can be fit on every line
reducing the space between letters will darken the
columns of text, but increase the amount of white
space that can be used more creatively elsewhere
on the page
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Leading
Refers to the amount of space between the lines and it is an
important tool for improving readability
Long lines of text should have more space between them.
Short lines of text should have less space between them.
Improve the readability of sans serif body text by increasing
the leading.
Narrow columns should have a smaller typeface and less
leading, and wider columns should have a larger typeface and
more leading.
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Proportion
Relationship b/w width and height of the visual
Regular shapes like circle or square hold ourattention momentarily
More attractive shape is rectangle
Golden Rectangle 3 units/5 units
proportion(horizontally/vertically) most agreeable
and pleasing to human eye
Ratio Value
Long Ratio 1:2 (2)
Golden Triangle 3:5 (1.62)
Printers Ratio 2:3 (1.73)
Regular Ratio 4:6 (1.5)
Hypotenuse Ratio 5:7 (1.41)
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Principles of Design
Balance
Proximity
Alignment
Repetition
Contrast
Whitespace
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BalanceCreate balance with the three elements (text block, graphic, vertical text)
Random elements with
no unity or balance
Text block and graphic are resized to
bring them closer together and better
balance each other
To tie the elements together, move them closer together (resizing helps).
The graphic (one of the marbles) slightly overlaps the box enclosing the vertical
text, unifying the two elements.
Reversing the word "balance" out of the blue box also adds more contrast to the
composition.
The increased leading in the text block redistributes the white space in a morebalanced manner.
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Proximity
Graphic anchors the bottom of the
page, but the four text elements all
float on the page with no apparent
connection to each other
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.
Spacing between the two paragraphs of
text is reduced slightly as well.
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Alignment
Headlines, text, and graphics lend aformal tone to a layout. But, for this
series of layouts something a bit more
informal is called for. Also, large
blocks of centred text are usually
harder to read.
Text alignment is left-aligned, raggedright, 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
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Repetition
Headline is repeated three times using graphics that tie in withthe copy in the text blocks.
Repetition of the colours 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.
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Contrast
Not enough contrast between theheadline and text due in part to size but
also because the two different serif faces
used or too similar
Oversized graphic provides real contrastand 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.
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White Space
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 provides
additional contrast and reinforces the theme of the copy.
Additional leading, larger margins, deeper paragraph indents all add white space
or breathing room to the design.
Oversized drop cap is another element of contrast and also helps to balance the
page with the large dark elements at the bottom of the page