MODULE 18: DESIGN 2

The dominant element should be placed on the
spread first.
The dominant element drives the placement of
the eyeline.
Secondary elements are grouped around the
dominant.

STEP ONE | Begin by establishing the margins and column guides. An 18-column grid is used.

STEP ONE | Begin by establishing the margins and column guides. An 18-column grid is used.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

STEP TWO | Following the column grid, the dominant photo is the first element placed on the spread.

STEP THREE | The dominant photo guides the placement of an eyeline running horizontally across the spread.

STEP FOUR | The dominant photo strategically guides the eye into the headline and story module.

STEP FIVE | Secondary photos are placed around the dominant, maintaining the eyeline and following the column grid.

STEP SIX | Captions are placed within the column grid and to the outside rather than between the photos.

FINAL RESULTS | Guides, margins, eyeline and column grid disappear leaving effectively-organized content.

Space is very powerful.
Planned space organizes the content.
Unplanned white space weakens the design.

STANDARD SPACING | Default, one-pica spacing is used consistently between many of the content elements.
STANDARD
SPACING

EXPANDED SPACING | By leaving a column grid empty, a rail is created. The secondary headline bridges the
rail.
EXPANDED
SPACING

TIGHT SPACING | Generally 1 to 6 points used to package photos and other elements that belong together.
TIGHT
SPACING

LEVELS OF SPACING | Vertical and horizontal rails of expanded spacing, tight spacing and standard spacing.

A template is an electronic prototype of the
design.
Templates promote consistent story and caption
sizes.
Templates establish consistent use of graphics.

SIMILAR YET DIFFERENT | Templates promote unity and variety while building each design around the
content.

SIMILAR YET DIFFERENT | Templates promote unity and variety while building each design around the
content.

SIMILAR YET DIFFERENT | Templates promote unity and variety while building each design around the
content.

MODULE 18: DESIGN 2