Publication Design Chapter 02


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Publication Design Chapter 02

  1. 1. Chapter Two: The Principles and Elements of Publication Design
  2. 2. <ul><li>Objectives </li></ul><ul><li>• Learn how a publication’s goal and audience determine its design. </li></ul><ul><li>• Understand how basic design principles support a publication’s </li></ul><ul><li>design. </li></ul><ul><li>• Understand how the elements of design serve as components in a </li></ul><ul><li>page or cover design. </li></ul><ul><li>• How to use proportional systems and grids to develop harmonious </li></ul><ul><li>spatial relationships. </li></ul>
  3. 3. <ul><li>Goal Driven Design </li></ul><ul><li>• A publication’s design should support its goal. A basic goal can be one or a combination of the following: </li></ul><ul><ul><ul><li>1. Inform – textbooks, newspapers, directories and manuals </li></ul></ul></ul><ul><ul><ul><li>2. Persuade – campaign literature, travel brochures, promotional literature </li></ul></ul></ul><ul><ul><ul><li>3. Sell – catalogs </li></ul></ul></ul><ul><ul><ul><li>4. Entertain – comic books, novels </li></ul></ul></ul>
  4. 4. <ul><li>Audience Driven Design </li></ul><ul><li>• A publication’s design should also be appropriate to its audience. Its design should reflect the audience’s beliefs and aesthetic preferences. </li></ul>
  5. 5. <ul><li>Venue </li></ul><ul><li>• A publication’s venue, where it will be viewed and read, also affects its design. In the marketplace a cover must communicate in an instant what the book is about. </li></ul>
  6. 6. <ul><ul><ul><li>Design Principles </li></ul></ul></ul><ul><ul><ul><li>• Hierarchy </li></ul></ul></ul><ul><ul><ul><li>• Balance </li></ul></ul></ul><ul><ul><ul><li>• Proximity </li></ul></ul></ul><ul><ul><ul><li>• Rhythm/Repetition </li></ul></ul></ul><ul><ul><ul><li>• Scale </li></ul></ul></ul><ul><ul><ul><li>• Unity/Variety </li></ul></ul></ul>
  7. 7. <ul><li>Hierarchy </li></ul><ul><li>• Hierarchy is determining which element will be dominant in a design. </li></ul>
  8. 8. <ul><li>Symmetrical Balance </li></ul><ul><li>Balance can be achieved with a symmetrical layout where identical elements are aligned on either side of a vertical axis. </li></ul>
  9. 9. <ul><li>Asymmetrical Balance </li></ul><ul><li>• Balance can also be achieved with an asymmetrical layout where positive and negative space balance each other. </li></ul>
  10. 10. <ul><li>Proximity </li></ul><ul><li>• Proximity determines the placement of visual elements in a layout. The space between two or more elements affects their relationship and the degree of kinetic tension or visual interest in a layout. </li></ul>
  11. 11. <ul><li>Rhythm/Repetition </li></ul><ul><li>• Rhythm, pattern and texture are closely related in that they are all aspects of repetition. </li></ul>
  12. 12. <ul><li>Scale </li></ul><ul><li>• Scale is the variation of size of elements in a layout. Scale is often used strategically to create a sense of spatial depth. </li></ul>
  13. 13. <ul><li>Unity/Variety </li></ul><ul><li>• Unity is achieved by choosing design elements that are similar. Varying these elements creates visual interest. </li></ul>
  14. 14. <ul><li>Design Elements </li></ul><ul><li>• Shape </li></ul><ul><li>• Line </li></ul><ul><li>• Color </li></ul><ul><li>• Type </li></ul><ul><li>• Imagery </li></ul>
  15. 15. <ul><li>Shape </li></ul><ul><li>• Shape exists as figure and ground. Interesting spatial relationships occur when the viewer isn’t sure which shapes are foreground or background. </li></ul>
  16. 16. <ul><li>Line </li></ul><ul><li>• A line is a path connecting two or more points. Linear relationships or implied lines occur when a viewer’s gaze is directed by alignment of elements in a layout. </li></ul>
  17. 17. <ul><li>Type </li></ul><ul><li>• Type also serves as a design element by serving as line, shape, and texture in a layout. </li></ul>
  18. 18. <ul><li>Grids </li></ul><ul><li>• Grids provide guides for the alignment of elements in a layout. </li></ul>
  19. 19. <ul><li>Alignment and Proportion </li></ul><ul><li>• Alignment principles are often based on proportional relationships that are optically pleasing such as the line of golden proportion and golden mean. </li></ul>
  20. 20. <ul><li>Eye Movement </li></ul><ul><li>• Directing eye movement in a layout is a result of placement, scale, contrast, and implied direction. </li></ul>
  21. 21. <ul><li>Summary </li></ul><ul><li>• Publications inform, persuade, sell or entertain. </li></ul><ul><li>• A publication’s goal, audience, venue and budget are important </li></ul><ul><li>factors in determining its design. </li></ul><ul><li>• Design principles are the rules that determine the relationship </li></ul><ul><li>between elements in a layout. </li></ul><ul><li>• The basic design principles are hierarchy, balance, proximity, </li></ul><ul><li>rhythm/repetition, scale and unity/variety. </li></ul><ul><li>• The basic elements of design are shape, line, color, type and imagery. </li></ul><ul><li>• Grids and proportion systems provide structure and a means of </li></ul><ul><li>alignment in a layout. </li></ul>