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Design

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by

Heidi West

on 20 May 2016

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Transcript of Design

Overview:
Moen's 5 Principles
Modular Design
Packaging Differences
Text Alignment
Serif Sans Serif

"feet" "no feet"





Design
Moen's 5 Principles
4. Focus
5. Unity
With design, there isn't a completely right or wrong approach
BUT ... there are basic principles to help novices get started and help seasoned designers justify their product choices
Objective: Demonstrate layout and design
Asymmetrical
is preferred
over symmetrical because it's more flexible and useful.
Use headlines, photos, pulled quotes and graphic devices.
Vary
tones and weight from light to bold
Clearly define starting points, emphasizing most important or visually interesting elements
Establish a
center of visual impact
to attract attention to content
Avoid clutter
2 Basic Types
2. Headlines
Add art to headlines
Uniformity
of publication content: fonts, colors, page number styles, section headings and page designs
In 2015, The Society for News Design chose the
National Post
as one of the two
best publications in the world
. This is the
National Post
's
fourth

win
in its 14 years.
2 Basic Text Shapes
Baseline:
Invisible grid line
on
which characters sit
Ascender:
Part of letter that extends
above
body of type
Descender:
Part of letter that extends
below
body of type
X-Height:

Height
of typical lowercase letter
Attract the reader with words, designs
5. Cutlines
Packaging Differences
2. Contrast
Single most important principle of design
Weight:
Normal vs bold or italic
Type:
Varying point sizes
Forms:

Verticals = longer stories, taller space
Horizontals = shorter stories, wider space
Size:
Small photo beside large photo
Modular Design
Basic, rectangular shapes that organize the thoughts for the reader by making pages neat, orderly
Text
Headlines
Art/Photograph
Cutline/Byline
Q: What makes this
a balanced cover?
Q: What elements of contrast do you see?
3. Proportion
Q: What makes
this page appear
proportional?
Q: What is the
focus of this page,
and why do you
think the editor
took this approach?
“This is a paper that knows when to
whisper
, and knows when to
shout
. It chooses its words, pictures, graphics and illustrations with care. It knows its mission. And it delivers it each day … with style.”
Interim Review
TEXT
TEXT
ART
PHOTO
HEADLINE
HEADLINE
BYLINE
CUTLINE
1. Text
The most important element of publication design
Recommended: 12 pt, Times New Roman
Change the size
Change the alignment
Add a pulled quote
Add bullets
Add a drop cap, or large capital letter, at the beginning of an article
Dress Your Text
Q: What elements were used to dress the text?
Text wraps in U-shape around photo
Text wraps around photo without
going into remaining columns
Q: Which articles are U-Shaped?
Q: Which articles are L-Shaped?
Type Terminology
Type Terminology
Justified:
Flush left or flush right (news)
Ragged Right:

Text aligned only to the left (features)

Tip:
If you can place a line down the right edge of text and the text hits the line, it's justified. If it doesn't hit the line, it's ragged right.
Ragged Right
Justified
Ragged Right
Streamer or banner
Kicker
Slammer
Raw wrap
Hammer
Tripod
Sidesaddle head
Types
{
One-line headline that stretches across the text and reaches to the halfway point of the last column
Streamer or Banner
Kicker
Lead into headline with a word or phrase
to label topics. One line of secondary over one or more lines of primary
Slammer
Two-part headline uses bold face word or phrase to lead into contrasting main headline.
Raw Wrap
Lets text wrap alongside
Hammer
Bold phrase to catch eye
with lengthier deck below - opposite of a Slammer headline
Tripod
Main headline is set to the left of a two-line headline
3-Legs
Sidesaddle
Park the headline beside text
Dress Your Headline
Change headline color to complement story photographs
Add art
Change font
3. Photos or Graphics
Vertical or horizontal rectangles
Horizontal is the most pleasing to the eye
Re-size all photos properly to avoid skewed images
Recommended: Outline all photos with .25-width black line
Photos should face
toward
text
Use a variety of left- and right-facing photos
CONTENT
is more important than shape
Q: Do you think the editor chose the correct layout for these photos?
Typeface:

Contrast body text, remain consistent throughout publication
Placement:
Rest below photo byline or beside photo - not within or between photos
Recommended:

10 pt, Arial, bold, left align - do not indent
Print
Big photo, or Center of Visual Interest
Four basic elements
Modular design
Multiple stories side-by-side
Longer stories can jump
Online
Text is large
Photos are smaller, click for enlargement
More interactive elements, action buttons
Unlimited space
Linked stories, layers of information
Print Layout:
What elements do you see?
Online: What elements do you see?
Final Review
Audience needs
drive print and online information packaging ... but
Every designer can eye a product and determine whether it's proportionally balanced.
A
3X5 ratio
is the most visually appealing ratio
1. Balance
Example of Design Greatness:
4 Basic Elements
U
L
Basic
Recommended: No smaller than 30 pt., no larger than 72 pt.
Each headline is half the size of the previous
Audience
— Scope of organization
Mobile web / responsive vs. app
— Works well across devices, app experience
Performance
— Speed, easy to use/intuitive
The content
— Relevant, easy-to-find presentation, elegant, clean, intuitive
Community
— Fosters conversations
Portability
— Of content, elements of the site, experience
... meet industry criteria
Main Headline
Photo
Byline
Cutline
Text
4. Bylines
PHOTO:
Place between photo and caption
Recommended: 8 pt, Arial, italics, right align
STORY:
Place between headline and body text
Recommended: 12 pt, Times New Roman, italics, left align
Full transcript