Desktop Publishing Design Elements

Proximity

• Content-related items should be in close proximity.

Alignment • builds a strong

backbone to anchor your design

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Balance• organizes content visually

Flow

•The reader’s eyes should flow from left to right.

Emphasis

• Use graphics, design, typefaces, & white space that emphasize items of importance.

Contrast

• Creates an interesting effect. • Establishes emphasis.• Something small in a large space

reduces competition.

Plant is emphasized

!

Type Classification

• generally used for body copy or text.• letters have lines or

curves at top and bottom.

• used for headlines, sub heads.

White Space

• A layout tool planned along with the visual elements.*

• Enhances readability.*

• Most effective if it has clearly defined geometric shape.*

GraphicsUse Graphics to:

• Support content. • Convey intended

message.• Appeal to

audience’s senses.

Clarity or Confusion??

CMY Color

Cyan Magenta Yellow (CMY)

• Subtractive Primary Colors • Used for Print • Clash - opposite colors• Harmonize - too similar• Contrast - optimum readability

Available at www.google.com.

RGB Color

Red Green Blue (RGB)

• Additive Primary Colors • Used on screen• The visible spectrum of

light breaks down into RED, GREEN, and BLUE. TIP: Use Pantone

Matching System (PMS) codes to achieve true colors.

Repetition• Builds

consistency.

• Emphasizes information.

Grids• An underlying series of vertical and horizontal lines that are

visible to the designer but do not print.*• Used as a guide to help place text and other design

elements.*

Margins

• If you have a 1⁄4" margin from the edge of the sheet, you need a 1⁄2" margin between the text in the two panels so it is centered when it is folded.

Consistency• Overall

cohesiveness of content within a document.

Unity

• Refers to how the elements appear together as a unit.*

• Link related pieces to create visual effect. – Ex: Logos, colors, or slogans.

Design Pitfalls

• Orphan word or words isolated

at the end of a column or paragraph.

• Widow word or words isolated

at the top of a page.

Desktop Publishing Sins

• Excessive fonts• Improper margins• Misuse of type• No clear “Hierarchy of Importance• Busy layout• No layout flow

Citations

http://www.landmarkproject.com/citation_machine/index.php