Layout & Design
Adapted from;
http://www.g-w.com/pdf/sampchap/9781566379847_ch05.pdf
In graphics, design refers to the
application of proper methods to produce a product that is both artistic and functional. A successful design requires the skillful use of design elements and principles.
The Graphic Designer
The role of the graphic designer varies greatly within the graphic industry. This is because of the overlapping duties that are performed throughout the process of design and layout.
Today’s graphic designer might be an artist who prepares the artwork necessary for a portion of a product. Artwork could include freehand sketches,technical art, lettering, and calligraphy.
Elements of Design
Line
Shape
Colour
Form
Texture
Value
Line
Lines are design elements that form the shapes of an image. Lines can be used to give the printed image a “personality.” Lines can be loose and free or they can be straight and sharp.
Lines can be used to denote a specific meaning. Curved, loose lines imply a free spirit. Lines drawn straight imply a more straightforward or disciplined theme.
Lines can also be used as a form of “universal language” in communication. In other words, lines can be designed to create a message. Arrows and other symbols are examples of lines used as a visual form.
Shape
Shapes are elementary forms that define specific areas of space. In many cases, a shape is defined by a line. The three basic shapes are the square, circle, and triangle.
Different shapes are associated with psychological
meanings. Squares show organization, while triangles
display aggression and circles indicate motion.
Each of the three basic shapes is associated with a psychological meaning.
The visual attitude portrayed by the triangle is one of conflict or action.
The square projects an attitude of honesty or equality, while the circle conveys a feeling of protection or infinity.
Form
Form or mass is a measure of volume that adds definition to shapes in a visual presentation. The mass or solid portion of the shape provides a visual relationship with the other elements.
Texture
The texture of a visual image is a projection of
emphasized structure or weight. When measuring the texture of an object, the first inclination is to touch the surface. In graphics, texture is usually visual; there is no feeling gained through the sense of touch
Texture appears as a design element when the
visual images reflect the meaning of lines or when mass forms images that reflect a special technique.
Texture varies and depends on the structure and weight of the individual letters, the amount of space between lines, and the amount of mass in a certain space.
Colour
Colour can draw attention and produce a strong emotional and psychological impact. Different colours have traditional and symbolic meanings.
A basic understanding of colour is essential to creating a good design. Colour should be used to add interest and variety to a design. A small amount of colour can heighten the visual quality of a page.
Colour Wheel
A colour wheel is a visual tool that illustrates the basics of colour. It is an arrangement of colours that provides a means of identifying colours in a consistent manner.
Different colours project different moods. Yellow, orange, and red are considered to be warm colours and often denote aggression, excitement, and danger. Red is considered the most active of these three. Blue, green, and violet are considered to be cool colours and are associated with nature and passiveness.
The wheel is based on three primary colours, from which all other colors can be made. The primary colors are red, yellow, and blue. Mixing any two will produce a secondary colour. The secondary colours are green, orange, and violet.
Two systems of colour formation, additive and subtractive, use different primary colours. The additive primaries are red, green, and blue. The subtractive primaries are cyan, magenta, and yellow.
Principles of Design
Contrast
Rhythm
Unity
Balance
Movement
Emphasis
Proportion
In the process of designing a printed product, many different ideas are generated through the use of design elements. To ensure the images have a pleasing relationship, design principles must be applied to sort out or select the right ideas.
These principles are used by the design artist to create an image that is both visually pleasing and functional.
Contrast
Contrast is the variation of elements in a printed product. When used, contrast gives meaning to a design. Lines drawn thick might have little meaning by themselves. Adding thin lines, however, can enhance the design and eliminate monot- ony
Styles of type can be contrasted to produce greater legibility and design variation. Some useful contrasts are round and straight, ornate and plain, and broad and narrow. An example of contrast is shown in the image >. A tall tree looks much taller if it is standing on a flat plane.
The relationship between an unprinted area and a printed area of an image can also be enhanced through the use of contrast. White space, when used effectively, creates contrast in an image
Care must be taken when combining contrasting elements so that the uniform effect of the total design remains unaffected. A page of many contrasting designs might create confusion.
Unity
Unity is the proper balance of all elements in an image so that a pleasing whole results and the image is viewed as one piece. Every element must be in proper position to create a harmonious image. A design can be moved and manipulated to create an interesting and functional combination of elements.
Unity results when all of the elements in an image are arranged as a whole.
Choosing type styles is also important to achieving unity.
A unified design is the result of viewing the layout as a whole and not as separate elements. This principle is also called harmony.
A type style that corresponds visually to the subject reflects unity in the design. Small dots forming the type represent stars in the sky.
Rhythm/Movement
The movement of a reader’s eye is often determined by the shapes used in the image. The square reflects horizontal and vertical movement. The triangle reflects diagonal movement, and the circle reflects a curve.
Rhythm in a design results when the elements have been properly used to create visual movement and direction. Rhythm can also be achieved through the use of a pattern or repetition. Patterns can be used in contrast with an element to create an effective design.
A balanced pattern of lines provides rhythm by contrasting with the rest of the image.
Balance
As a design principle, balance places the parts of a visual in an aesthetically pleasing arrangement.
Balance provides stability and structure to a design. It’s the weight distributed in the design by the placement of your elements.
Emphasis
Emphasis in design provides the focal point for the piece. It is a way of making the element that is most important stand out in the design. Emphasis is sometimes called dominance.
ne of the biggest mistakes designers can make is trying to make everything in the design stand out. When everything has equal emphasis at best it can make the piece appear busy, and at worst the design will be boring and unappealing.
Proportion
Proportion is the relationship between elements in an image. The use of proportion helps to achieve balance and unity in a layout. All elements should be in proportion to each other.
When using different type styles, it is important that they are in proportion to the other elements on the page. Using proportion is a means of developing an aesthetically pleasing relationship between each of the elements in the layout.
Layout Elements
Layout is the arrangement of printing elements on a layout sheet. The paste-up version of the base sheet, or mechanical, is made up of the elements ready for reproduction. Planning a layout involves choosing elements that best represent the design. The elements of layout are body type, display type, illustrations, and white space.
The arrangement of elements in a layout must be pleasing to the eye and easy to read. The layout artist or designer is responsible for assembling the elements to make a composition. The layout artist plays a very important role in planning each job.
The major objective of the layout is that the printed material must be clearly seen and read. The layout artist must consider each element independently and determine how each one relates to the complete product.
Body Type
Body type is the printed type that makes up the text in a layout. Body type must be chosen to reflect the intent of the message. The text must be clearly legible and must relate to the topic. Typically, a topic aimed at a contemporary audience would use a modern typeface. The placement of type requires proper spacing or air. White space can be just as important as the type itself.
Usually, the body type itself is not the focal point of the layout. The text will contain a message that expands upon the other elements. All of the elements, including type, are positioned in a logical progression of importance to meet the layout objectives. Some layout elements will be primary, while others become secondary, according to the objectives of the layout.
Display Type
Display type is the type that conveys the main message of the layout. It is intended to draw attention. Newspaper and magazine headlines are typical examples of display type.
The display line is key to the success of a message. If the display type creates interest, the reader will proceed to the body.
The display line in an advertisement leads the reader to other information. After reading the display material, the person must be satisfied or directed to continue reading the text.
The style of display type is very important because it must correspond to the visual message. Some type styles can be very dramatic. In such cases, the topic and type style must be compatible. Fine-line display type, for example, is usually not appropriate when used with heavy mass images.
Some type styles are directional and lead the eye of the reader. Sometimes, the layout designer organizes the display line for an ad using hand-lettered display type.
The entire layout must be looked at when choosing a display typeface. The display line must be distinctive and appropriate. To properly select a typeface, the job objective must be fully understood by the layout artist.
Illustrations
The illustrations in a layout include the ornamentation, photographs, and artwork, such as line art. Illustrations are common in most printed materials. For example, display ads typically include illustrations of the product.
The message provided by an illustration can be very revealing. The old saying, “A picture is worth a thousand words,” applies to many printed materials. Pictorial images are a very strong way of conveying a message. In some cases, an illustration may convey the message by itself. Illustrations add another dimension to the layout; they can increase understanding of the product, as well as interest in the product.
White Space
White space includes areas of the layout that are void of printed images. Filling up the entire design space will usually not produce good results. The utilization of white space or air can add to the visual quality of a layout.
The distance between elements can be very valuable when white space is used according to sound design principles. It provides a brief period for absorbing the printed matter.
If used excessively, white space can be disorienting. When ideas are too greatly separated, flow and meaning can be lost. White space is very important and must be used properly to create flow, unity, and organization for the reader.
Developing A Layout
1. Layout objective: The layout objective is a statement that describes the intent or purpose of an identifiable end product. The objective outlines the goal of the layout artist. For example, an objective might state that the final printed piece should inform the reader, through text and illustrated material, how a piece of equipment will help in a specific production situation. Knowing the purpose helps the layout artist determine which text and illustrations will be best for the job.
2. Conveying a message: The message or visual effect delivered by a printed image helps determine how the layout will be planned. Identifying the audience gives direction to the layout artist (i.e., one ad might be designed for young people, while another may be aimed at the elderly. Design of the end product also determines the tone or mood of the message. If a lighthearted or humorous mood is intended, a dramatic photograph might not achieve the desired effect. All of the elements should reflect the message of the end product.
3. Style and format: Style includes the text type, display type, and illustrations of the design. Some printed pieces will require a set style, while others do not. For instance, the style used in this textbook is quite different from the styles used in advertisements. The designer must choose the elements that will work best. The format will also be determined by its intended use. For example, if the printed piece is to be posted, it should not be printed on both sides.
4. Layout requirements: A layout may need to be developed as a sketch, a rough, or a comprehensive. It may be necessary to perform all three.
5. Printing requirements: The printing process that follows production has a strong influence on how a layout is developed. The size of the product, the quantity to be printed, paper requirements, colour use, and operations following the printing must all be considered
Layout Methods
Choosing the right method to develop a layout can be very difficult and requires careful planning and thinking by the layout artist. The design methods used in layout are thumbnail sketches, the rough layout, and the comprehensive layout. Much of the decision depends on the factors that have already been discussed.
The layout can make or break the appearance of the final product. Many times, a number of layout ideas are discarded before one is chosen. Each method must be carefully analyzed to produce a strong, functional layout.
Thumbnail Sketches
Thumbnail sketches are simple, rapidly drawn designs for a layout. Different approaches can be taken in drawing sketches. Sketching is a means of testing the visual appeal of a printed piece.
Rough
A rough layout is a redrawn version of a thumb- nail sketch. Once a specific thumbnail has been selected, refinement is necessary. The elements in a rough layout or dummy offer a truer visual meaning. In many cases, the dummy must be checked and approved by the designer, client, and sometimes the printer.
Comprehensive
A comprehensive layout shows how the printed piece will look when finished. The layout artist is making a close version of the finished product; therefore, exact detail is essential.
The body type is usually ruled in and the display type is drawn as it will appear in the finished piece. Any art sketched previously now has a photograph or accurate line art in its place. Special effects become a part of the comprehensive layout, and colors can also be added.
Specifications
Specifications provide the information relating to type style, type size, line or column width, color use, page organization, and other facts pertaining to a printed product. Specifications or specs are the overall guidelines used in layout.
Questions
1. Explain the role of the graphic designer.
2. Which of the following is not an element of design? a. Shape b. Texture. c. Form. d. Beauty.
3. What are the three basic design shapes?
4. The _____ is a tool that illustrates the basics of colour.
5. What are the three primary colours and three secondary colours?
6. Name the seven principles of design.
7. _____ is the proper balance of all elements in an image so that a pleasing whole results and the image is viewed as one piece.
8. List the four elements of layout.
9. _____ is intended to draw attention to the printed piece.
10. What are the factors to consider in developing a layout?
11. A _____ is a rapidly drawn design of a layout.
12. A _____ layout shows how the printed piece will look when finished.
13. The guidelines that list information about the type style, type size, line width, color use, and page organization of a printed product are called _____.