desktop publishing cs 121 concepts of computing ii ron wallace
TRANSCRIPT
Desktop PublishingDesktop PublishingDesktop PublishingDesktop Publishing
CS 121CS 121
Concepts of Computing IIConcepts of Computing II
Ron WallaceRon Wallace
Design PrinciplesDesign PrinciplesDesign PrinciplesDesign Principles KISSKISS Know your audienceKnow your audience Consistency with varietyConsistency with variety
boring vs. chaosboring vs. chaos
Avoid templatesAvoid templates destroyer of creativity and originalitydestroyer of creativity and originality
Consider the work of othersConsider the work of others get ideas ... don’t steal or plagiarizeget ideas ... don’t steal or plagiarize
Ask for adviceAsk for advice proof by someone else & don’t explainproof by someone else & don’t explain
8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)
1 - How much time?1 - How much time? get the job done on timeget the job done on time enhance laterenhance later
time?time? money?money?
8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)
2 - Who is the audience?2 - Who is the audience?age
reading level
education level
conservative vs. liberal
serious vs. humorous
white-collar vs. blue-collar
ethnic background
understanding of terminologyTwo Real Life Examples:
- Gerber- General Motors
Two Real Life Examples:- Gerber- General Motors
8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)
3 - Why are they reading this?3 - Why are they reading this?
Personal Interest
Need for Information
Required Reading
Casual Browsing
Personal Interest
Need for Information
Required Reading
Casual Browsing
8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)
4 - How will they get this?4 - How will they get this?
Direct Mail
Bulletin Board
Brochure Rack
Table or Counter
Person to Person
Direct Mail
Bulletin Board
Brochure Rack
Table or Counter
Person to Person
8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)
5 - What is our/their image?5 - What is our/their image?
fun vs. serious
young vs. mature
business vs. pleasure
contemporary vs. traditional
fun vs. serious
young vs. mature
business vs. pleasure
contemporary vs. traditional
8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)
6 - Can I make the reader’s job 6 - Can I make the reader’s job easier?easier?
Important!Ajkl kle jdijf iamf ljjfkajd fdk jfwo jdo jfdkljie. Lj fjkl sieja lej.
Ajkl kle jdijf iamf ljjfkajd fdk jfwo jdo jfdkljie. Lj fjkl sieja lej. Ajkl kle jdijf iamf ljjfkajd fdk jfwo jdo jfdkljie. Lj fjkl sieja lej.
direct attention
Type … READABILITY
Color?
Headline
organization?
8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)
7 - Are there limitations?7 - Are there limitations?
Always !Always !budget
resources
size•dimensions of the page•number of pages
time
medium (type of paper)
personal preferences•developer’s•client’s
8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)
8 - Is reader feedback desired?8 - Is reader feedback desired?
contact information•address•phone•email•web site
coupons
forms
surveys
contact information•address•phone•email•web site
coupons
forms
surveys
8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)
TimeTime AudienceAudience Reader MotivationReader Motivation Method of DeliveryMethod of Delivery
ImageImage Ease of ReadingEase of Reading LimitationsLimitations FeedbackFeedback
Planning Your LayoutPlanning Your LayoutPlanning Your LayoutPlanning Your Layout
““Dummy” mock-upsDummy” mock-ups SeveralSeveral Focal pointFocal point Normal eye movementNormal eye movement Optical VS geometric centerOptical VS geometric center
Think!
Type...Type...Type...Type...
Must be legible and readable! Must be legible and readable! LegibilityLegibility = How easily a reader can = How easily a reader can
decipher the letters on the page.decipher the letters on the page. ReadabilityReadability = The document’s overall = The document’s overall
appearance.appearance.
FontsFontsFontsFonts
Dictionary DefinitionDictionary Definition ““A complete set of type of one size and face.”A complete set of type of one size and face.”
Includes Three CharacteristicsIncludes Three Characteristics typeface (shape of letters)typeface (shape of letters) style (attributes)style (attributes) size (height)size (height)
SerifSerif = easy to read blocks of text = easy to read blocks of text Blue Mtn … Blue MtnBlue Mtn … Blue Mtn
Sans serif Sans serif = clean look= clean look Blue MtnBlue Mtn
NoveltyNovelty = special feeling/affect = special feeling/affect Blue MtnBlue Mtn
Symbol Symbol = non-alphanumeric= non-alphanumeric
Types of TypefacesTypes of TypefacesTypes of TypefacesTypes of Typefaces
Appropriate Typeface?Appropriate Typeface?Appropriate Typeface?Appropriate Typeface?
Which of the following would be Which of the following would be better for a truck stop advertisement?better for a truck stop advertisement?
Good FoodGood Food
Good PricesGood Prices
Good ServicesGood Services
Good FoodGood Food
Good PricesGood Prices
Good ServicesGood Services
Good FoodGood Food
Good Good PricesPrices
Good Good ServicesServices
Good FoodGood Food
Good Good PricesPrices
Good Good ServicesServices
How Many Typefaces?How Many Typefaces?How Many Typefaces?How Many Typefaces? OneOne gives consistent look. gives consistent look. TwoTwo complementary typefaces is complementary typefaces is
commoncommon ThreeThree is the max! is the max! MoreMore makesmakes thethe publicationpublication
to to busybusy andand confusingconfusing..
Style …Style … Adding Emphasis to TextAdding Emphasis to Text
Style …Style … Adding Emphasis to TextAdding Emphasis to Text
BoldfaceBoldface ItalicsItalics UnderlineUnderline CAPITAL LETTERSCAPITAL LETTERS Spot Spot ColorColorReverse Type !
Size of TypeSize of TypeSize of TypeSize of Type
Measured in Points (72 pts = 1”)Measured in Points (72 pts = 1”)Includes:Includes:
highest letterhighest letter lowest descenderlowest descender space between linesspace between lines
most programs add more to space the lines (leading)most programs add more to space the lines (leading)
Other Type AttributesOther Type AttributesOther Type AttributesOther Type Attributesbaselinebaselinex heightx heightascenders (like t and b)ascenders (like t and b)descenders (like y and g)descenders (like y and g)pitchpitch
characters/inch horizontallycharacters/inch horizontally for monospaced fonts onlyfor monospaced fonts only
Type Sizes in a PublicationType Sizes in a PublicationType Sizes in a PublicationType Sizes in a Publication
body (base size) = x pointsbody (base size) = x points dependent on audience and mediumdependent on audience and medium
subheads = x + 2 pointssubheads = x + 2 pointsheadlines = 2(x+2) + ? pointsheadlines = 2(x+2) + ? pointscaptions = x-1 or x-2captions = x-1 or x-2
Type: Other ConsiderationsType: Other ConsiderationsType: Other ConsiderationsType: Other Considerations Line spacing (leading)Line spacing (leading) Contrast w/ backgroundContrast w/ background Margins (white space)Margins (white space) CaptionsCaptions
don’t insult readerdon’t insult reader verify namesverify names list names left to rightlist names left to right fit the graphicfit the graphic
Getting and Focusing Getting and Focusing Readers’ AttentionReaders’ AttentionGetting and Focusing Getting and Focusing Readers’ AttentionReaders’ Attention
White spaceWhite space SidebarsSidebars Pull quotesPull quotes BoxesBoxes RulesRules
Layout MistakesLayout MistakesLayout MistakesLayout Mistakes
Poor column spacingPoor column spacing Claustrophobic pagesClaustrophobic pages Whispering headlinesWhispering headlines Misaligned elementsMisaligned elements Improperly positioned headlinesImproperly positioned headlines
Page 1 of 3Page 1 of 3
Layout MistakesLayout MistakesLayout MistakesLayout Mistakes Box-itisBox-itis Rule-itisRule-itis Too much copyToo much copy Rotated typeRotated type 1/2” indents1/2” indents
use 1 em spaceuse 1 em space about equal to the point sizeabout equal to the point size about 2 spacesabout 2 spaces
Page 2 of 3Page 2 of 3
NO
Layout MistakesLayout MistakesLayout MistakesLayout Mistakes Excessive hyphenationExcessive hyphenation Too many fonts & sizesToo many fonts & sizes Unnecessary special affectsUnnecessary special affects Double returns and spacesDouble returns and spaces
use paragraph spacinguse paragraph spacing
Hyphens for bulletsHyphens for bullets Alt-8 (Win) or Opt-8 (Mac)Alt-8 (Win) or Opt-8 (Mac)
Page 3 of 3Page 3 of 3
WP vs. DTP: SimilaritiesWP vs. DTP: SimilaritiesWP vs. DTP: SimilaritiesWP vs. DTP: Similarities
Create, edit, store, & print Create, edit, store, & print documents / publicationsdocuments / publications
Character & paragraph formattingCharacter & paragraph formatting Graphics & other objectsGraphics & other objects
inline & text wrapinline & text wrap
WP vs. DTP: DifferencesWP vs. DTP: DifferencesWP vs. DTP: DifferencesWP vs. DTP: Differences
Document (WP) vs. page (DTP)Document (WP) vs. page (DTP) Margins (WP) vs. guides (DTP)Margins (WP) vs. guides (DTP) Paragraphs in margins/columns Paragraphs in margins/columns
(WP) vs. in text boxes (DTP)(WP) vs. in text boxes (DTP) Single layered (WP) vs. multiple Single layered (WP) vs. multiple
layered objects (DTP)layered objects (DTP)
DTP Basics in PageMakerDTP Basics in PageMakerDTP Basics in PageMakerDTP Basics in PageMaker New publicationNew publication PasteboardPasteboard RulersRulers Views Views Master pagesMaster pages GuidesGuides Managing pagesManaging pages Text boxesText boxes
Text formattingText formatting Linking text boxesLinking text boxes Spell checkSpell check GraphicsGraphics Control paletteControl palette Other featuresOther features