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How to do design

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What do you wantto know?

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the parts Publications are made up of images and text organized into pages.

They have two parts: 1) physical and 2) content

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2) Content

Publications are made up of:A. Written and visual content

B. Design

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• articles (short or long)

• features (one-page, spreads or longer)

• sidebars

• flag

• volume, number and date

• standing / section heads

• headlines

• subheads

• callouts

• table of contents

• content teasers

• photos

• photo features

• illustration

• cartoons

• bylines and credits

• folios

• opinion columns

• editorials

• letters

• masthead

• calendar listings

• other listings

• announcements

• display advertising

• in house advertising

• classified ads

A. Written and visual content

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• type

• colour

• white space

• size

• shapes

• images

• rules, dingbats

B. Design elements

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Looking…

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gridsthe design blueprint

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grids

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1 column grid 1 column

grids

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2, 3, 4 5, 6 and 7 columns

3 column / 6 column 2 column / 4 column

5 column 7 column

grids

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margins

Traditional (equal) margins Increased head space

Increased space at foot Wide margins

grids

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3 columnoptionsusing adjustedmargins

all about type

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cHaracter

type

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Serif

Sans Serif

cHaracter

type

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italicbold

Serif SerifSans SerifSans Serif

cHaracter

type

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cHaracter

type

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x-heightascender

descenderbaseline

cHaracter

type

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typographic voice

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cHaracter

type

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size9 point 12 point 31 point 30 point

43 point 65 point100 point

cHaracter

type

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reverse

dropshadowcolour

effects

cHaracter

type

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specialcharacters

• Bullets

________ rules |end dots ndingbats w 3 4 5 2

paragrapHs

type

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leading

no leading

1 point leading between the lines

2 point leading between the lines

3 point leading between the lines

paragrapHs

type

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alignment

set Left

set Right

Centered This is an example of Justified paragraph

paragrapHs

type

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bodytype

readability - serif

readability - sans serif

cheaper, all the other offers save the new editions were bound in perfect style with embossed leath-er covers. Fly leaves were sewn in using only the best silk and each sheet was edged with gold leaf. Limited editions attracted book lovers from all continents.

cheaper, all the other offers save the new editions were bound in perfect style with embossed leath-er covers. Fly leaves were sewn in using only the best silk and each sheet was edged with gold leaf. Limited editions attracted book lovers from all continents.

paragrapHs

type

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a river runs through it !

page structure

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pagestructure

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page structure There are three basic page structures:

1. modular 2. interlocking3. vertical

pagestructure

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modular

pagestructure

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inter-locking

pagestructure

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vertical

pagestructure

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summary

pagestructure

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emphasis 1.horizontal

pagestructure

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emphasis 2.vertical

pagestructure

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form1. symmetry

pagestructure

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form2. asymmetry

pagestructure

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summary

page design elements

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• flags

• images

• headlines

• subheads

• kickers

• section heads

• standing heads

• cutlines

• folios

• drop caps

• sidebars

• bylines

• callouts

• white space

Page design elements

pageelements

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flags

pageelements

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flags

pageelements

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headlines• All caps• Downstyle• Upper and

lower case

pageelements

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headlinesdouble decker

pageelements

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headlinesdouble decker

pageelements

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headlinestriple decker

pageelements

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headlines

pageelements

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headlines

pageelements

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subhead

pageelements

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subhead

pageelements

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subheadwithin body

pageelements

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over heads

pageelements

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section heads

pageelements

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standingheads

pageelements

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callout

pageelements

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callout

pageelements

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byline

pageelements

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expanded byline with bio

pageelements

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mastheads

pageelements

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cutlines

pageelements

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folios

pageelements

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credits

pageelements

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sidebar

pageelements

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dropcaps

pageelements

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dropcaps

pageelements

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dropcaps

pageelements

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type and photos

pageelements

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type and photos

pageelements

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typeuse of colour

pageelements

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type as illustration

pageelements

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typehand drawn

pageelements

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summarylet’s name the type decisions.

how many different ones are there?

working

imageswith

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• hen and chicks

• symmetrical

• grids

Image layout

images

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grid

images

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hen and chicks

images

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symmetry

images

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symmetry

images

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hen and chicks

images

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hen and chicks

images

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photo techniques

contents

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contentpages

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contentpages

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contentpages

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contentpages

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colour

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colour

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CMYKfull (or 4) colourprocess

colour

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palettewww.adobe.com/products/kuler/

colour

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palette

colour

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palette

colour

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colour applied to type

end

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