Design Principles:Keys to DTP Success
So What Is Good Design?
There are certain qualities that every printed document must have, regardless of its purpose or form
Use what we learn over the next two days as a safety checklist, not rules
I’ll also expect you to start explaining items using the terminology and design skills we discuss
Design Concepts
Proportion Balance Restraint*
Contrast Rhythm Unity Detail*
* Not in Lichty
Proportion
Design Principle #1
Proportion
How well does each piece ofthe puzzle relate to the other pieces
Hold the layout at a distance and concentrate on the Total Picture– is it pleasing to your eye?
Proportion Obtainers– Importance
– White Space
– Margins
– Grids
Proportion - Importance
The size of an element should be determined by its relative importance to its environment.
The larger an element, the more important it seems to the reader– Works with graphical or textual elements– Stair-stepping elements
• Like this– Or even this
Proportion – White Space
Areas of a page without text or graphics Structured Order White Space
– gutters, leading, indents, etc.
Less Structured White Space– drops, empty left/right column, bands of white
White Space is very inexpensive to use Readers welcome it as a place to rest their
eyes (or a place to take notes)
Proportion – White Space
Too little– Can look hard to read– Overwhelming & confusing
Enough– More inviting– Less intimidating
HOW TO REPEL READERS
How to attract readers
Proportion – White Space
Plan for it - Treat white space as an element on the page– equal in importance to text and graphics– shouldn’t be seen as “leftover” space– should be organized
Use it along the outside edges of a page Use it in unequal concentrations
– Margins, drops, etc.
Proportion – Trapped WS
Space trapped on all 4 sides– Fails to realize its potential
One of the biggest no-no’s in DTP Distracts the reader’s eye Seems to push away other
elements on the page Looks like a mistake
How to avoid creatingtrapped white space
White space, White space, White space
Proportion – Equally Divided WS
When you have an item that doesn’t fill the space, don’t “float” the item by splitting the space evenly
Group WS together
White space, White space, White space
Proportion - Margins
Defined by the grid, which describes the proportion and placement of the margin
Should occupy about 50 percent of the page Margins should always be unequal – equal
margins breed monotony– Should use progressive margins
Proportion – Margins (Simplex)
Proportion – Margins (Duplex)
Proportion – The Grid
A series of non-printing horizontal and vertical guidelines on the page.– Guarantees consistency throughout the
document– Identifies margins– Determines orderly placement of columns and
illustrations on the page
Using the golden section
Proportion – The Grid
Birds of Paradise
The Norwegian Blue
Polly the Parrott
Proportion – Page Structure
Laying out various text columns that account for appropriate white space
You can interchange the page structures, but remember to keep consistent margins throughout a document
Roughly 8 ways to structure a page
Proportion – Page Structures
Proportion – Page Structures
Proportion – Columns in Grids
Balance
Design Element #2
Balance
The weight of the objects on the left side of the page equals those on the right
Unbalanced objects make us uneasy Balanced objects look proper and secure
Balance – Optical Center
To obtain balance, youwork with the optical center
The spot the eye sees when it first encounters a page
Slightly above the mathematical center of the page
Similar to where we look on the face when we talk to others:the eyes
Balance – Formal Balance
Symmetrically formatted Balance is evident along
the optical center Provide feeling of formality,
precision, and reserve Examples: wedding invitations, title pages,
business cards, etc.
Balance – Informal Balance
Asymmetrical format Balance is dynamic instead
of static along the optical center Reader adjusts the balance in own mind More energy, more vigor, more enthusiasm Adds interest to the page and sparkle to the
presentation
Restraint
Design Element #3
Restraint
Strive for simplicity in design DTP gives you so many tools Straight-forwardness is a virtue
– Effective design is invisible to reader
Restraint is achieved by sticking to a few carefully chosen typefaces, styles, and sizes
A good carpenter doesn’t use every tool in his kit on a single task; neither should you
Restraint
If you draw attention to too many items on the page, the result is nothing will stick out
Excessive use of emphasis weakens your publication to the point of losing all impact
Overuse of graphic gimmickry results in a cluttered look
That’s all for today…
More to come on Thursday
Quiz on Tuesday
References
Looking Good in Print, Roger C. Parker The Non-Designer’s Design Book, Robin
Williams Desktop Publishing Design, Kristine Moore Design Principles for Desktop Publishers,
Tom Lichty