Layout Dynamics

MCJ 312 GRAPHIC DESIGNLijie Zhou

The Balancing ActTwo senses of balance in layout design:

Diverse elements in one page (graphics, text type, display type, artwork)

Relationship between figure and ground (No leftover space should be undersigned)

By Terry Koppel

The Balancing ActProportion

The organization of several things into a relationship of size, quantity, or degree.Golden mean or golden section: One rectangles>two sub-rectangles according the proportionJust a toolBased on the feeling, sense of balance and contrast

DE/DH=(√5-1)/2

By Emil Ruder

Larger than life

By Rene Magritte

Visual TempoReal life: tempo of days (fast or slow), seasons, history, personal life, city development…Visual tempo: repetition of shapes, values, color, and texture, space…A single word: tempo of ascenders and descenders, curves and lines, letter spaceText: word space, typeface, type size…Page: Full-page image on right & full text on right…

By Frand Ormrod

By Dugald Stermer

Grid LayoutAn invisible structure Underlies the pageGuide for placement of elementsLarge publication (single or multiple pages)Organizing elements Using it with changes (flexibility)

ByHer Lubalin

Grid LayoutKeeping the beat: Four unit grid, two unit grid…Playing the theme: Visual theme and editorial themeChoosing a grid

Overall elementsArt (Photography book vs. academic journal)Division: vertical or horizontal division

Constructing the gridVertical division: picas or inches (overall size)Horizontal division: points (line, words, paragraph)E.g. 10-point type with 2-point leading between lines…

Path LayoutNo underlying and unifying grid structureA blank sheet of paper (webpage design)Unconscious design based on unconscious level

Focal point:The first area that catches attentionEncourages the viewer to look furtherFocal points setting:

A heavy black value in a field of gray and whiteA small isolated elements set next to several larger elementsAn irregular shape sent next geometric onesA textured elements set next to solid areas (text as an example)An emotional image

CroppingResizing (72 ppi for screen images; 300 ppi or dpi for printing)Selecting (theme, copyright, quality, size…)Retouching

Photography in a Layout

By Dan Bittman

Multipanel Design