creating visually attractive and appealing publications
TRANSCRIPT
Creating visually attractive and appealing publications
*Design Elements
*Focus
*The focus or focal point is the center of interest on a page or set of facing pages.
*Focus is created by using elements that are large, dense, unusual, and/or surrounded by white space.
*Some basic design elements used to create focus in a document are:
*Titles, headlines, and subheads created in larger, bolder, and often contrasting, typefaces.
*Graphic elements such as ruled lines, clip art, photographs, illustrations, logos, or images created with a draw program or scanned into the computer.
*Focus Example
*Focus Example
*Balance
*Balance is attained by equally distributing the weight of various elements, such as blocks of text, graphic images, headings, ruled lines, and white space on the page.
*Balance can be described as either symmetrical or asymmetrical:
*A symmetrically balanced design contains similar elements of equal proportion or weight on the left and right sides and top and bottom of the page.
*An asymmetrically balanced design uses non-identical elements with varying weights and/or proportions on both sides of a centerline on the screen.
*Balance Example
*Balance Example
*Proportion
*When designing a document, think about all parts as they relate to the document as a whole. Readers are more likely to read a page where all elements are in proportion.
*When incorporating the concept of proportion into your documents, consider the following points:
*Size design elements in proportion to their relative importance to the message.
*The message that you want to get across to the reader always takes top priority.
*Size design elements so they are in proportion to each other.
*Proportion Example
*Contrast
*Contrast is the difference between different degrees of lightness and darkness on the page.
*A high level of contrast is more visually stimulating and helps to draw your target audience.
*The following elements can be used to create contrast:
*Add contrast by setting headings and subheads in larger, denser type.
*Make contrasting elements strong enough to be noticed.
*Use bullets to organize information and add visual contrast.
*Use plenty of white space to convey an open, light feeling.
*Select colors that provide a pleasing contrast.
*Contrast Example
*Contrast Example
*Contrast Example
*Directional Flow
*Directional flow is established by organizing and positioning elements in such a way that the reader’s eyes are drawn through the text and to particular words or images.
*When trying to establish directional flow in your document, you should:
*Organize your information into groups of related items and then rank them in order of importance.
*Decide on how to emphasize the most important information
*Position related items close to each other on the page
*Use left or right alignment to establish a stronger visual connection
*Position elements so that the reader is drawn and directed through the document.
*Directional Flow Example
*Directional Flow Example
*Directional Flow Example
*Consistency
*Uniformity among specific design elements establishes a pattern of consistency in your document.
*The following techniques can help when establishing consistency:
*In multi-page publications such as manuals, reports, or newsletters, consistency provides the connecting element between the pages.
*Consistent elements such as typefaces, color scheme, and line styles contribute to a unified appearance.
*If you plan to insert a graphic image into your document, use the graphic to provide you with some ideas for consistency.
*Consistency Example
*Consistency Example
*Consistency Example
*Color
*Color is a powerful tool in communicating a message and portraying an image. Color on a page can help organize ideas and highlight important facts.
*Consider the following when including color in any publication:
*Color can be used to create focus, to add emphasis, to provide organization to the text and to serve as a consistent element throughout a document.
*Color can elicit an emotional response from the reader. If you do not have a color printer, color paper can match the tone or mood you are creating in your document.
*Color Example
*Color Example