Design+and+Printing - Message Design for Public Message...

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Unformatted text preview: Message Design for Public Message Design for Public Relations & Organizational Communication Design Basics What is Design? What is Design? • Good design attracts readership • Bad design repels and discourages • Something a p.r. person must understand and be able to use • A visual vocabulary p.r. people must be able to understand, to work with designers and printers, and recognize good design. Design Has it Own Vocabulary Design Has it Own Vocabulary • Format: determines type of design • Medium: present different challenges • Intent: what’s the purpose of your publication? • Audience: who are we aiming our publications at? Design: Which Comes First? Design: Which Comes First? • The objective of your message? • The format of the publication? Design Elements • Text • Photos • Illustrations • Type • Lines and borders • Colors and tints • White space Design Principles • Balance: all page elements have weight, even white space (symmetric vs. asymmetric) • Proportion: a measure of relationship between objects in a layout • Proportion: rule of ground thirds – 2/3 to 1/3 • Sequence: big to small, dark to light, colored to b/w • Emphasis: what readers should see first by placing at top, using left side of page, using color, larger size elements Design Principles • Emphasis contd: headlines, white space • Unity: creating a recognizable pattern (compatible typefaces, all color or all b/w photos, all formal or informal layouts) • Avoid too much variation in artwork • Grids: columns used in layouts: 2, 3, 4 columns • Alignment: text arrangement in rel. to column margins, flush left or justified, avoid flush right and centered Type and Typefaces • Serif: Times, Georgia (lines that cross the end strokes of letters) • Sans serif: Times, Georgia (no lines at end of letters) • Serif easier to read and better for body copy • Sans serif better for headlines, captions • Examples on Bivins, p. 144 Type and Typefaces • Less more • Stick to one, or at most two • You can vary just one typeface by: • Size (12­ point, 16 point, 8 point ) • Weight (light, bold) • Style (italic, regular) Desktop Publishing • Several handy programs for in­house use by non­designers: MS Publisher • Stick to the templates if you don’t have graphic design training • Hire an external designer if you don’t have access to MS Publisher • Using a desktop program without design training shows up instantly Production Sequence • • • • • • • • • Layout Design Approval Design is revised Production: designer prepares camera­ready artwork digitally Sends to printer Printout to proofread back from printer Blueprint: last chance to proofread Final printing Printing • Multiples of 4: 4, 8, 12, 16, 24 pages • Paper texture: coated/gloss or matte • Paper weight: classified in pounds • Color: 1 color, 2 color, 3 color, 4/full color • Cost – low end: print shop (Kinkos, Staples) • Coat – high end: offset printer Managing the Production Process Managing the Production Process • PERT (Project Evaluation and Review Technique) charts – Decide on the delivery date and work backwards from there – Identify every activity needed – Use an Excel chart to create this production schedule – Provides a more realistic time frame for exactly how long the entire project will take • Gantt chart – More detailed chart by week for each activity A PERT Chart for an Organization A PERT Chart for an Organization Newsletter • Due date: June 7 • Delivery to offices: 2 days – June 5­7 • Printing: 2 weeks – May 24 to June 4 • Delivery of artwork to printer: 1 day – May 23 • Final revisions of artwork and approval: 2 days – May 21 to 22 • Final proofreading of artwork: 3 days – May 19 to 21 A PERT Chart for an Newsletter A PERT Chart for an Newsletter • Final artwork ready: 1 day – May 18 • Final copy & photos to designer: 1 day – May 17 • Revise articles: 2 days – May 15 to 16 • Edit articles: 4 days – May 11 to 14 • Write articles: 10 days – April 27 to May 10 • Do research for articles: 10 days – April 12 to 26 ...
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This note was uploaded on 11/11/2011 for the course COMMUNICAT 192:313 taught by Professor Titus during the Spring '11 term at Rutgers.

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