Graphics and Layout

Paul Carson STEWARD, Inc.; Southern Tagalog Agenda

LUNDUYAN 2017 | Cabuyao, Laguna
Outline
I. History
II. Production Phases
III. General Rules
IV. Basic Principles of Layout
V. Guidelines of Layout
VI. Fundamental Elements of Design
VII. Recent Trends in Layout and Design
History
Graphic design
traces its roots from
prehistory, as cave
drawings and other
illustrations of daily
life showed how
people lived
Cave drawings
often presented
representations of
animals, plants,
and even primitive
writing systems
 Click icon to add picture

History
In the 13th century, the printing press became a breakthrough in spreading
information in large quantities, albeit in a slow pace. Shown here is a wood-block
printing press, where letters were first layouted and then pressed to paper.
History
Calligraphy became one of the
ways to display art while
introducing text, while
illustrations were also used
The dawn of the printing press
also provided consistent
typefaces, making layout more
uniform
Also, the time to create a book
became shorter; relying on a
single stamp of the press than
writing
History
Fast-forward, the
introduction of the
silkscreen
technique, modern
printing technology
and software
provided new
inroads for layout
and graphics design
Why design?
To make a good impression through
packaging
To attract the reader
To help the reader grade the news through
page position and headline size
To present the news in an orderly fashion
To give the paper a distinct personality
Graphic design is the process and
art of combining text and
graphics and communicating an
effective message in the design
of logos, graphics, brochures,
newsletters, posters, signs, and
any other type of visual
communication.
Phases
Design phase: involves
determining the basic
form of the document
Document format
decisions
Conceptualization
Color selection
Font selection
Image selection
Phases
Document setup phase:
where desktop publishing
begins
Template selection
Page size and margins
setup
Columns or grid setup
Master pages setup
Color palette customization
Paragraph styles setup
Phases
Text phase
Text acquisition: import
of finished articles
Text composition:
consists of many
individual tasks
regarding where and how
text is arranged on the
page and how the text is
formatted
Phases
Images phase
Image acquisition
(scanning or by acquiring
digital clip art or photos)
Image creation & editing
Image conversion
Image placement
Phases
File preparation phase
Proofing
Font embedding
Trapping
Color specs verification
Imposition
Packaging of digital file
(PDF)
General Rules
typical printing presses
use 4 colors of ink
a mistake often made
when submitting is not
converting the images to
the CMYK color space
this is needed so that the
file can be separated into
the four colors so that a
separate printing plate
can be made for each of
the colors
General Rules
Only include layout elements and copy that support the
message.
Remember, the design is intended to help clarify and support the
content.
Use graphic devices such as white space, rules, images, and layout to
help the reader understand the content.
Use graphic devices to direct the reader through the material.

Rules or Lines
Place rules between headlines, subheads, pull-quotes, and other
elements to separate content.
Separate columns with vertical rules. Be careful: they can interfere
with content or misdirect the reader.
Use thicker rules at the bottom than at the top, but be consistent.
General Rules

White or Negative Space

Leave plenty of white space around
type and graphic elements (an eighth
to a quarter inch depending on size
relative to the layout).
Leave a little more white space at the
bottom of a page relative to the top
of the page (e.g., 0.75 inch at the top
and 1 inch at the bottom). This will
optically balance the page so it won't
look like it is slipping off at the
bottom.
General Rules
Focus
Draw the reader's attention to important
elements by contrasting size (scale),
color, and page position. Make sure the
elements have a function that supports
the content.

Don't forget that concept and content are

everything.
Be consistent, help the reader recognize,
identify, and comprehend different types
of information.
Remember that design is evolutionary,
turn mistakes and accidents into
opportunities.
Don't be deluded, great design can help
bad content, but only for a while.
Fundamental Elements of Design
Color
Line
Shape
Texture
Space
Balance
Form
Color
Line
linear marks made with a pen or brush or the edge
created when two shapes meet.
Shape
self contained
defined area of
geometric
(squares and
circles), or organic
(free formed
shapes or natural
shapes)
Texture

surface quality of a shape rough,

smooth, soft hard glossy etc.
Space
concerned with the area deep within
the moment of designated design, the
design will take place on. For a two-
dimensional design, space concerns
creating the illusion of a third
dimension on a flat surface
Value
How dark/light an area looks.
Size
How small/large
something is
Basic Principles of Layout

Harmony
Balance
Emphasis
Proportion
Movement
Contrast
Harmony
Contents must
blend into a
harmonious unit
Headlines should
complement each
other
Pictures should not
distract the eye
from the type
Balance
Not top or bottom
heavy
Not leaning to right or
left
Emphasis
Display according to
importance
News value must
determine place and
page of the paper
Eye movement
Proportion
Photos must be sized
properly
Length of the story
must be considered
Movement
non monotonous
Describes eye
movement from
important to less
important
Contrast
Using dark and light
headlines
Guidelines for layout
Avoid tombstoning
Know the relative
value of each part of
the page
Have plenty of
breathing space
Avoid using the same
types throughout
Use caps and lower
case
Guidelines for layout
Avoid bunching types,
whether all dark or all
light
Avoid jumping stories
if possible
Avoid separating
related stories and
photos
Avoid gray areas
Avoid placing a small
head on a long story
Respect the fold
Final Reminders
Provided rules are only
guides
They are meant to be bent,
but not broken
Skill improves overtime