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Chapter 7 ∣ Design and Layout
Copyright Goodheart-Willcox Co., Inc.
Where
Knowing not only how, but where, the final piece
will be distributed provides valuable information as
to how you will direct your message to reach the
audience.
Why
The final and most critical piece of information
is to understand the goal. Knowing what your
client hopes to achieve with the design is critical to
the success of the design. Having the best visual
design ever is wasted if the objective is not met.
Having and agreeing on a final objective is an
important step. 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.
The objective describes what the information
on the printed page is intended to do. Knowing the
purpose helps the designer determine which text
and illustrations will be best for the job.
Assets
Evaluating your assets—text, graphics, and
page—and determining the structure of your layout
will guide you in establishing the visual hierarchy of
the design. The hierarchy is the order of importance
and direction, and it needs to be clear and obvious
for the viewer to follow.
Text
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. See Figure 7-42. The placement
of type requires proper spacing. 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 on 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. One kind of layout
is called headline dominant. This type of layout
makes the display line the most important element
on the page and is used when that content is key
to the success of a message. If the display type
creates interest, the reader will proceed to the body.
See Figure 7-43.
The display type 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, as
illustrated in Figure 7-44. In such cases, the topic
and type style must be compatible.
Photobac/Shutterstock.com
Figure 7-42. Body text should be legible and the appropriate
style and size but not the focus of the layout.