Gives a resting point for the eye

Balances out with the rest of the elements

A band of white space at the top of the page (it's like a top margin)

It calls attention to text below

Seperate columns

Seperate topics

Emphasize by framing certain element

Tangible border: Actual physical border

Assumed border: not actually visible-can be just space

Side bar

Reader response coupon

Create clear boundaries for photo

Organize content

Used to highlight important information

Color code different sections

They have more popular appeal

Examples: "Us" "People" "Time"

Magazines published by same publisher

Getting a deal

Advertising is relevant to the magazine

Not let you use editorial style layout

Not let you use a certain typeface

(so it doesnt look like editorial)

Better paper

Better ink

300 DPI

Best printing press

What are rivers of white?

Cure?

Uneven word spacing- caused by gaps between words

Cure: Alter type size or column width

What is tombstoning?

Cure?

Happens when you put parallel headlines together-

read horizontally

Cure: Adjust so not aligned- make sure headline is way different than copy text

Inappropriate column spacing

Cure?

When type size is not appropraite for column width.

Cure: Make sure to guide your reader, spacing.

Trapped white space

Cure?

When a hole/empty space between words-silhouette

Cure: Increase size of headline or type

Claustrophobic layout

Cure?

Too tight

Cure: Give breathing room

Whispering headlines

Cure?

No contrast between headline and copy/headline is buried

Cure: Choose larger, bolder headline

Jumping Horizons

Cure?

When working with multi page document/ horizon line not aligned

Cure: Align master page/ make consistent.

Stretched caption

Cure?

too much type spacing/if type size is not appropriate

Cure: Edit caption, increase type size, or place caption on side of photo

Lack of contrast

Cure?

Lack of contrast between background & text

Cure: Strive for contrast

Overly detailed charts

Cure?

Overly detailed ruins visual experience

Cure: Simplify information

Excess spacing after punctuation

Cure?

Excess spacing after punctuation 

Cure: dont - correct it.

Floating heads & subheads

Cure?

Inappropraite space between/around headline

Cure: Make sure it's closer to text that its introducing than preceding text

Buried head or subheads

Cure?

Followed by only 2 lines of type at bottom of page and then rest of article is on the following page

Cure: Edit text box or push all to same page

Box-itis & Rule-itis

Cure?

Too many Boxes and too many Rules used on a page

Cure: use with restrain

Similar typeface

Cure?

Different typefaces that are too similar

Cure: strive for maximum contrast

Copy filled projection presentation

Cure?

Too many words are used in the presentation

Cure: (4x5 rule)

Irregular shapes/blocks of copy

Cure?

When fun shapes are used- can create weird line spacing

Cure: Avoid if not right

Too much angled type

Cure?

Reader ends up moving head to follow along

Cure: Use with restrain.

Excessive underlining

Cure?

Too much underlining/is confusing

Cure: use bold or italic style instead

Widows and Orphans: Describe

Cure?

Widow: last line of paragraph isolated on new page/ advertising in between

Orphan: first line of paragraph isolated on page- rest of body text is on following page

Cure: Edit text properly

Unequal Spacing

Cure?

Unequal spacing handled carelessly

Cure: Be consistent

Exaggerated tabs and indents

Cure?

Tabs are not modified in publishing program

Cure: Set own tabs and indents

Excessive hyphenation

Cure?

Too much hyphenation-turn off for the most part

Cure: Change from auto to manual hyphenation-adjust when needed

Cramped logos and addresses

Cure?

Not enough space amount given-visually hard to read

Cure: treat logo/address as primary design element

Too many typefaces

Cure?

Too many typefaces used in one document-looks amateur

Cure: limit number of typefaces- 2 or 3 at most

Name Layout type.

[image]

The designer uses rectangles and squares of type and art much as _______ used solid blocks of color. Proportion is most important in this type of layout.

Name Layout type

[image]

More popular than Mondrian Layout.

Designer often bleeds photo or art with a

tight crop for emphasis.

A small amount of copy with a one or two line headline, is below picture.

Name layout type

[image]

Mostly text format when copy is considered too involved, too important, or too dignified to put in a picture or graphic.

Usually a more formal balance with a few exceptions.

Name layout type

[image]

Layout frame can be framed using borders

with various shapes.

Used more in newspaper layout to stand out

from other ads.

Borders can make pictorial element seem smaller.

Name layout type

[image]

Layout at first appears chaotic- but a good designer thoroughly arranges all in a pleasing manner.

Filled with reverse blocks, different size type,

tilts, sunbursts, etc.

Main emphasis is variety.

Good for retail hard sell ads.

Name layout type

[image]

"Comic strip" layout.

Copy usually placed beneath each panel.

Can tell a story or simply display a series of products.

Name layout type

[image]

Layout is arranged in such a way as to form one imposing and interesting __________

Name layout type

[image]

Also called Type Specimen.

Mostly very large type with no or very small visuals.

Name layout type

[image]

Small illustrations or photos inserted at various places within the text.

A true _____ layout replaces words with graphics.

Name layout type

[image]

Basic shape of letters, both capitals and lower case, inverted characters and numbers, can serve as the basic pattern for the arrangement of elements within an ad.

Billboards: outdoor advertising

On premises signage: businesses selling themselves with business name

Out-of-home: buses, bus benches, UTA, ads inside buses

30 sheet

24 sheet

Bulletin

Electric

One sheet

Reduce number of elements.

Keep words to a minimum.

Make sure image is large enough.

Art should say what the headline says.

Clearly identify the product/message to want to convey.

What are the 3 most common outside

bus card sizes by name?

Explain why the following reminders should be considered when creating a newspaper ad:

Registration

Fine lines

Reverses

Surrounding art

Registration: keep it simple/keep colors simple- can be difficult to maintain

Fine lines: they can disappear-quality of lines and paper

Reverses: thin stroke or ornate typeface can be difficult

Surrounding art: Add border-be aware you have no  control what art is surrounding it

Which has a higher readership -

daily or Sunday newspapers?

High pressure, loud, bold style

"$29.99"

A used car salesman

Many items with price on one page

More quality, higher end, selling the idea beside the product

No price listed

Vehicles, watches, jewelry

4 column x 5 inches

2 column x 10 inches

Crop it in

Box it in/border

Create a silhouette

Stretch it

Distort it

They combine visual elements with the data.

Its more engaging

Establishes the overall structure of the layout,

including placement of text, display type, and art

Explain:

Bar Charts

Explain:

Line Charts

Explain:

Pie Chart

Explain:

Diagram

Explain:

Flow chart/diagram

Explain:

Timeline

Attract the audience

Organize its elements

Work for the purpose

What three questions must be answered

for a layout to work?

What is the purpose of the layout?

Who is the audience?

Where and how will the project be displayed?

Use Grids

Use Columns

Use Gutters

Explain:

Headline

Invites readers to become involved.

Most basic text organizing tool.

Explain:

Kicker

Explain:

Sub-head

Transition between headline and text.

Clues readers into the content organization of an article.

Explain:

Captions

Ties photos and illustrations into the rest of the publication.

Next to headlines, most widely read.

Explain:

Header

Explain:

Jump line

Explain:

Masthead

Helps establish identity of publication.

"People" "U.S Weekly" "Time"

Explain:

Logo

A unique design created for a business.

It reflects the nature and philosopy of a business.