chapter8 - Chapter 8: Layouts Designing to communicate...

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Chapter 8: Layouts Designing to communicate
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Functions of design Communicate quickly and effectively Attract your target audience Help audience remember message Help organize ideas Emphasize the most compelling information
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Design principles
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Design principles
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Movement Repetition creates rhythm, which creates movement. The arrows in this ad also help create movement.
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Gestalt: The sum is greater than its parts
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The five Rs of design 1. Research 2. Roughs 3. Revise 4. Ready 5. Run
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Type categories
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Type alignment
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Thumbnail sketches of basic layouts
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Inviting readership Set copy no wider than 39 characters Set copy 10 points or larger Use subheads to break up long copy Avoid setting body copy in reverse Make certain there is enough contrast when setting copy over tonal matter
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Inviting readership (cont.) Use lowercase whenever possible Either capitalize the entire headline or capitalize the first word and any proper noun End the headline with punctuation Align all copy elements Use normal punctuation throughout Use italics sparingly
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chapter8 - Chapter 8: Layouts Designing to communicate...

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