The New Look of Desktop Publishing

1. The New Look of Desktop Publishing

2. A Good Design is One That… • Catches their eye • Keeps them reading • Sparks action

3. What Catches Their Eye? • The answer to their question “What’s in it for me?” • Will read for 1-7 seconds • Headlines • Photos • Captions

4. What Keeps Them Reading? • Will read up to 90 seconds • Everything except body text

5. What Gets Their Attention? • If they are hooked • Will read body text • Review all other items

6. Planningthe Project

7. 5 W’s • Who is the audience? • What do you want to know? • Why should they care (benefit)? • Where can they get more info? • When should they respond or take action?

8. Brainstorming • Taking key words and turning them into ideas

9. Mind Mapping

10. Working Roughs & Drawings • By Hand—uses Right brain(Computer uses Left brain) • General idea of finished layout blahblah Fdgasdfasf Kjdfkasjdfkfsadjf asked asjdfk d hsdjfhasfhsjdafhfajsdhfjashfahdfjhasfaasjdhfjashfjashfdhasdjfhasjdfhjashdfjashdfjashdfjahsdfjhasjfhjashf fadsjfklasjdfkajsdfkjasdkfjsk DFGGGGGGG

11. What Makes a Design Effective?

12. 4 Basic Principles • Proximity • Alignment • Repetition • Contrast

13. 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

14. Contrast Alignment Repetition Relevance Proportion Direction Consistency Balance What Makes a Design Effective?

15. Thin & Thick Lines Contrast Largetype withsmall type DifferentTypefaces

16. Contrast Warm and Cool colors VERTICAL Bold and Roman typestyles

17. What makes the reader move from item to item? Alignment

18. Repetition • Need at least 3 items consistently repeated throughout the document

19. Relevance • Do the graphics/clipart help the reader understand? • Is each item helpful? • Are colors appropriate? • Do headlines relate to text?

20. Proportion • BIGGER is BETTER! • Resize and crop images to call attention to their importance

21. Direction • Reader will go Top to Bottom, then Left to Right • Make the reader move through the document • Implied motion

22. Rodeo Kickoff Rodeo Kickoff Direction Register Today

23. Margins Typeface Spacing Space between picture Gutters Type Size Indents Text Wraps Sizes of Boxes Border Styles Side Bars Consistency

24. Balance • Ink on headline should balance the ink used on graphics • Avoid bottom right • Don’t “overweight” a side or an element HEADLINE HERE 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. 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. This is too top, left heavy

25. Effective Elements That Will Attract Attention

26. 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

27. 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

28. Typography

29. 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 Serifs & Sans Serifs

30. Personality of Type

31. Sophisticated Serif, small x-height, tall ascenders & descenders • Poor Richard (Sophisticated) • Papyrus (Sophisticated)

32. Contemporary • Sans serif, high x-height, short ascenders and descenders • Broadway (Contemporary) • Haettenschweiller (Contemporary)

33. Elegant • Long, pinched bowl, elongated vertical shape • Pristina (Elegant) • Mona Lisa (Elegant)

34. Friendly • Sans serif, rounded bowls and generally round shape • Comic Sans (Friendly) • Tahoma (Friendly)

35. Elementary • Sans serif, long ascenders and descenders, rounded bowls • Kristen (Elementary) • Tempus (Elementary)

36. More Typography • Adjustments—may be automatic on the software program • Kerning • Tracking • Leading

37. 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 box KLEIN SCHOOL DISTRICT

38. Paragraph Alignment

39. Initial or Drop Caps Not a Drop Cap! Just first letter enlarged! See the gap under the line?

40. Color Why 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

41. Color ..\Desktop\DTP Pres Color.ppt

42. 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…labelingitems, “balloons” for people in apicture…

43. Makeover Projects

44. Business Card Makeover See Handout for details.Files are in BusCard Makeover Folder.

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

46. Festival Poster #2 See Handout for details.Files are Poster2 Makeover Folder.

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

48. Business Card Makeover See Handout for details.Files are in BusCard Makeover Folder.