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DESIGN, PRINTING AND
DESKTOP PUBLISHING
Design
Introduction
� Readers read externally first and internally second. That
is, we judge publications not only by their covers but
also by their overall visual appearance.
� Whether the publication is internal or external, the design
needs careful planning.
Principles of design
� The best design serves its purpose without calling attention to itself.
� Although there are several design principles, most public relations
practitioners need to understand only a few of these. These principles of
design they include:-
� Balance
� Proportion
� Sequence and emphasis
� Unity
� Grids
� Alignment
� Type and types faces
1.Balance
� Balance as is related to design means what is put on
one side of a page should ‘weigh’ as much as what is
put on the other side of the page.
� Elements placed on the page, white space, color and
degree of darkness all play a part in balance.
Example: symmetrical balance
� When designing more formal documents such as newsletters,
designers typically use symmetrical balance.
Example: Asymmetrical balance poster
Example: Proportion
Proportion
� Proportion is a measure of relationship in size. It helps
show one object’s relationship to other objects in the
layout.
� A practical and easier way in creating a pleasing visual
proportion is using the rule of ground thirds. This method
requires that you divide a page into thirds and that you
balance the page using two-thirds to one-third ratios.
Using the ground rule of thirds to
achieve proportion
Sequence and emphasis
� Proper sequence will lead your readers throughout your
page. Emphasis has to do with focusing your reader’s
attention on a single element on a page.
� There different techniques that designers use to place
emphasis on some sections of the publications. These
include placing elements high on the page, near the
bottom and at the center. Larger photos and graphic
designs also impart emphasis no matter where they are
placed.
Example of use of emphasis
Unity
� Unity is one way of providing readers with a
whole by drawing relationships among its
various parts.
� This means that the body type and the headline
type should be compatible. Photos should either
be black and white or all in color.
Example of unity
Grids
� Grids: A grid is another term for the column used in a
layout. Although the use of grids is most common to
newsletters, annual reports and magazine layout, they
can also be valuable for complex brochures and flyers.
� For publications brochures, the most common formats
are three and four column layouts.
Example grid
Alignment
� Alignment refers to the way your copy is arranged in
relation to column margins. The most typical alignments
are flush left and Justified.
� Flush left, ragged right copy is fairly common in
newsletters, in-house magazines and other types of
publications.
Example: Flush left, ragged right copy
Type and typefaces
� Type is the generic term used for the lettering used in printing
whereas typefaces refer to the limitless alphabets and ornaments
available as type.
� Type is usually measured in points. There are 72 points. Type can
also be categorized as script, serif, san serif ad italics.
Example serif
Example serif
Desktop publishing
� Watch video on desktop publishing ( Desktop publishing in Microsoft word
2013, universal class.
Summary and conclusion
� The best design serves its purpose without calling attention to itself.
� Although there are several design principles, most public relations
practitioners need to understand only a few of these. These principles of
design they include:-
� Balance
� Proportion
� Sequence and emphasis
� Unity
� Grids
� Alignment
� Type and types faces

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DESIGN, PRINTING AND DESKTOP PUBLISHING-3.pptx

  • 3. Introduction � Readers read externally first and internally second. That is, we judge publications not only by their covers but also by their overall visual appearance. � Whether the publication is internal or external, the design needs careful planning.
  • 4. Principles of design � The best design serves its purpose without calling attention to itself. � Although there are several design principles, most public relations practitioners need to understand only a few of these. These principles of design they include:- � Balance � Proportion � Sequence and emphasis � Unity � Grids � Alignment � Type and types faces
  • 5. 1.Balance � Balance as is related to design means what is put on one side of a page should ‘weigh’ as much as what is put on the other side of the page. � Elements placed on the page, white space, color and degree of darkness all play a part in balance.
  • 6. Example: symmetrical balance � When designing more formal documents such as newsletters, designers typically use symmetrical balance.
  • 9. Proportion � Proportion is a measure of relationship in size. It helps show one object’s relationship to other objects in the layout. � A practical and easier way in creating a pleasing visual proportion is using the rule of ground thirds. This method requires that you divide a page into thirds and that you balance the page using two-thirds to one-third ratios.
  • 10. Using the ground rule of thirds to achieve proportion
  • 11. Sequence and emphasis � Proper sequence will lead your readers throughout your page. Emphasis has to do with focusing your reader’s attention on a single element on a page. � There different techniques that designers use to place emphasis on some sections of the publications. These include placing elements high on the page, near the bottom and at the center. Larger photos and graphic designs also impart emphasis no matter where they are placed.
  • 12. Example of use of emphasis
  • 13. Unity � Unity is one way of providing readers with a whole by drawing relationships among its various parts. � This means that the body type and the headline type should be compatible. Photos should either be black and white or all in color.
  • 15. Grids � Grids: A grid is another term for the column used in a layout. Although the use of grids is most common to newsletters, annual reports and magazine layout, they can also be valuable for complex brochures and flyers. � For publications brochures, the most common formats are three and four column layouts.
  • 17. Alignment � Alignment refers to the way your copy is arranged in relation to column margins. The most typical alignments are flush left and Justified. � Flush left, ragged right copy is fairly common in newsletters, in-house magazines and other types of publications.
  • 18. Example: Flush left, ragged right copy
  • 19. Type and typefaces � Type is the generic term used for the lettering used in printing whereas typefaces refer to the limitless alphabets and ornaments available as type. � Type is usually measured in points. There are 72 points. Type can also be categorized as script, serif, san serif ad italics.
  • 22. Desktop publishing � Watch video on desktop publishing ( Desktop publishing in Microsoft word 2013, universal class.
  • 23. Summary and conclusion � The best design serves its purpose without calling attention to itself. � Although there are several design principles, most public relations practitioners need to understand only a few of these. These principles of design they include:- � Balance � Proportion � Sequence and emphasis � Unity � Grids � Alignment � Type and types faces