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Design Concepts & Layouts

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Liane Coulahan

on 20 September 2012

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Transcript of Design Concepts & Layouts

colours, grids, and layouts Basic Elements of
Visual Communication The Works-Every-Time Layout The Grid Basic Design Elements The Dot The Line Shape Direction Tone Colour Texture Scale Dimension Movement The Dot The Line Shapes Horizontal Direction Vertical Diagonal Curved Tone Colour Texture Scale Dimension Dimension Movement Everything should anchor to the gridlines

Don't fill every square inch; negative space has value

It's okay to modify your grid as your sketch!

Sometimes your main art work will suggest your grid

Make your layout outline and margins, then place your dominant visual. Insert Image of labeled grid Live Area and Safe Area
- area with content that will print or appear on screen

Column/Alley Gutter:

Grid Unit/Module:
- A grid is divided into rectangles or squares Surprise your audience!

Stretch or condense a portion of your grid
Bleed the headline or visual off the grid
Tilt or rotate an item
Tilt the entire grid 1. Start with project format

2. Draw a box in the shape and proportion of your document

3. Add margins
- Include your trim size and bleed

4. Add columns

5. Sketch in visuals, headlines and type
- make sure everything lines up with your grid Creating a Grid Format:
standard size that helps you determine your layout width and height (edges of the page)

width of space on all four sides

Trim Size:
physical dimension of a flat page

running content to the page edge Grid Vocabulary What are some common places you've seen a grid used (outside of the design world)? …is a series of horizontal and vertical lines charting out an area

…gives design a unified cohesive skeletal structure

… improves your layout's composition

…organize items in your layout How has the grid been broken?

How does breaking the grid effect the visual communication in terms of capturing attention, controlling eye flow, conveying information and evoking emotion? Impact of Breaking the Grid Things to Remember WHAT:
The works-every-time layout Why: It controls the eye’s movement across the layout How:
7 easy steps Grid Vocabulary The Grid… Discussion Breaking the Grid 1. Create generous margins around all 4 sides
2. Margin size grows with size of layout Step 1: Margins Divide your layout into vertical columns
*The trick of the eye* Step 2: Columns 1. Tool for capturing your audiences attention
2. Visual is positioned at the top of the layout Step 3: The Visual A caption: Short text used to describe a photo

Cutline should not be longer than the image itself

Situated directly underneath the image

Font size no smaller than 9 no bigger than 11

Match with header or body font Step 4: Cutline Step 5: Headline High impact

Place the header under the visual

Your headline must count

Chose an appropriate font

Avoid bad line breaks Lead: information you want to expand on underneath your header

Do not separate the headline and the lead

White space is not your enemy Step 6: Copy (Logo, slogan, URL, phone number)
Information that is typically found
at the bottom of an ad

Place the tag
on the lower right corner
of the page Step 7: Tags FINAL EXERCISE 1. Margins: Lay in generous margins on all four sides

2. Columns: Establish columns guides. The number of columns depends on the size of your layout

3. Visual: Position the visual at the top of the layout

4. Cutline: Snuggle the cutline (if necessary) under the visual

5. Headline: Position the headline under the cutline

6. Copy: Position the text into columns under the headline

7. Tags: If applicable, place tags (logo, contact information, etc.) in the bottom right corner CREATE YOU'RE OWN
LAYOUT! Discussion Format - standard size that helps you determine your layout's width and height

Ex. subway poster: 20" X 28"
Business card: 3.5" X 2"

Margins - space on all four sides Grid Vocabulary Live/safe area - area with content that will print or appear on screen

Column/alley gutter - space between a layout with two pages

Grid unit/module - unit used when a grid is divided into rectangles or squares Grid Vocabulary The grid is your anchor!

White space is NOT your enemy.

You can change as you go.

Your main artwork may suggest your grid. Things to Remember Surprise you audience.

But how?

Stretch! Condense!
Tilt! Rotate! Breaking the Grid Column - space for type

Alley - negative space between a layout's columns

Gutter - oversized margin between two facing pages Grid Vocabulary In your BIA poster design, which visual communication elements have you used? Was it easier to include some elements over others? Did you do so without realizing? Please provide your rational. Discussion
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