The New Look of Desktop Publishing

The New Look of Desktop Publishing

A Good Design is One That…

Catches their eye Keeps them reading Sparks action

What Catches Their Eye?

The answer to their question “What’s in it for me?”

Will read for 1-7 seconds– Headlines– Photos– Captions

What Keeps Them Reading?

Will read up to 90 seconds– Everything except body text

What Gets Their Attention?

If they are hooked– Will read body text– Review all other items

Planningthe Project

5 W’s WhoWho is the audience?

WhatWhat do you want to know?

WhyWhy should they care (benefit)?

WhereWhere can they get more info?

WhenWhen should they respond or take action?

Brainstorming

Taking key words and turning them into ideas

Mind Mapping

RecruitmentFlyer/

Brochure

Benefits

Target Audience

DesignContent

easy to readrequirements

eye catching

requirements

$$$

teachers

courses

media

size

layout

colors

fonts

graphs/graphics

students

parents

counselors

Working Roughs & Drawings

By Hand—uses Right brain(Computer uses Left brain)

General idea of finished layout

fadsjfklasjdfkajsdfkjasdkfjsk

DFGGGGGGG

hsdjfhasfhsjdafhfajsdhfjashfahdfjhasfaasjdhfjashfjashfdhasdjfhasjdfhjashdfjashdfjashdfjahsdfjhasjfhjashf

Fdgasdfasf

Kjdfkasjdfkfsadjf asked asjdfk d

What Makes a Design Effective?

4 Basic Principles

Proximity Alignment Repetition Contrast

Proximity

Purpose – organize Related items are grouped close

together Organizes info; reduces clutter; gives a

clear structure The closeness OR lack of closeness

indicates the relationship between objects

What Makes a Design Effective?

Contrast Alignment Repetition Relevance

Proportion Direction Consistency Balance

ContrastLarge type with small type

Different Typefaces

Thin & Thick Lines

Contrast

Warm and Cool colors

Bold and Roman typestyles

AlignmentWhat makes the reader move from

item to item?

Repetition Need at least 3 items consistently repeated

throughout the document

Logo Colored Bkgnd Spot Color

Fonts Rules Bullets

Dingbats Header/Footer/Pg # Borders

Headings Style of graphic/photo Drop Caps

Relevance Do the graphics/clipart help the reader

understand? Is each item helpful? Are colors appropriate? Do headlines relate to text?

Proportion

BIGGER is BETTER!

Resize and crop images to call attention to their importance

Direction Reader will go Top to Bottom, then

Left to Right Make the reader move through the

document– Implied motion

Direction

Rodeo KickoffRodeo Kickoff

Rodeo KickoffRodeo Kickoff

Consistency Margins Typeface Spacing Space between

picture Gutters

Type Size Indents Text Wraps Sizes of Boxes Border Styles Side Bars

Balance Ink on headline

should balance the ink used on graphics

Avoid bottom right Don’t “overweight”

a side or an element

HEADLINE HERE

JDFJJFJFK

DF JAFJ AK JDF UAIUR

Now is the time for all good men to come to the aid of their country. Now is the time for all good men.

Now is the time for all good men to come to the aid of their country. Now is the time for all good men to come to the aid of their country. Now is the time for all good men to come to the aid of their

country. This is too top, left heavy

Effective Elements That Will Attract Attention

Attention Getters Boxes

– Repeats– Supplement Info– Frame a photo

Rules– Alternative to boxes– Organize & Direct– Create Rhythm

Sidebars– Usually on outer edge– May have pictures or tinting

Pull Quotes– Text extracted from article—keeps reader from skimming

Bleeds– Item that “falls” into margin or off page…usually

picture

Watermarks– Make sure it is a true watermark…make a photocopy

Tints– Lighter shade of any color– May be a lighter shade of a color in a logo—not really

another color

White Space– Keep it open, clear, simple– Ideal is 30% White Space

Typography

Serifs & Sans Serifs

Serifs

–T M R u t g

– Best for body text– Easier to read– Move eye from one

letter to the next

Sans Serif

–T M R u t g– Best for headlines

and on-screen display

Personality of Type

SophisticatedSerif, small x-height, tall ascenders &

descenders

•Poor Richard (Sophisticated)

•Papyrus (Sophisticated)

Contemporary Sans serif, high x-height, short

ascenders and descenders– Broadway (Contemporary)– Haettenschweiller

(Contemporary)

Elegant Long, pinched bowl, elongated

vertical shape

–Pristina (Elegant)–Mona Lisa (Elegant)

Friendly Sans serif, rounded bowls and

generally round shape– Comic Sans (Friendly)– Tahoma (Friendly)

Elementary Sans serif, long ascenders and

descenders, rounded bowls– Kristen (Elementary)– Tempus (Elementary)

More Typography Adjustments—may be

automatic on the software program– Kerning– Tracking– Leading

Uppercase or Mixed Case All UPPER is harder to read

– Never use script in all uppercase—reader must decipher every letter•KLEIN SCHOOL DISTRICT

– Reader sees all upper case as a boxKLEIN SCHOOL DISTRICT

Paragraph Alignment

Initial or Drop Caps

Not a Drop Cap! Just first letter enlarged! See the gap under the line?

ColorWhy does it look good on the

screen and bad when printed?

–RGB-Red, Green, Blue—what is seen on a monitor or web page

–CMYK-Cyan, Magenta, Yellow, Black—the colors used by a printer

Color

..\Desktop\DTP Pres Color.ppt

Out of the Box Ideas

When in doubt…Tilt it Try Vertical layout or text Print Text over Photos Type as Art …i.e. words as the wick of a candle,

words flowing from a tilted glass

Frame with Graphics/Art Call-outs…labeling items, “balloons” for people in

a picture…

Makeover Projects

Business Card Makeover

See Handout for details.Files are in BusCard Makeover Folder.

Poster Makeover

See Handout for details.Files are in Poster1 Makeover Folder.

Festival Poster #2

See Handout for details.Files are Poster2 Makeover Folder.

Wedding Invitation Makeover

See Handout for details.Files are in Invitation Makeover Folder.

Business Card Makeover

See Handout for details.Files are in BusCard Makeover Folder.

Poster Makeover

See Handout for details.Files are in Poster1 Makeover Folder.

Festival Poster #2

See Handout for details.Files are Poster2 Makeover Folder.