152
Graphic Communications
Copyright Goodheart-Willcox Co., Inc.
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 designer.
Graphics
The graphics in a layout include the
ornamentation, photographs, and artwork, such
as illustrations. When an image or graphic is the
dominant, or key, element to a layout, it is called
picture dominant.
The message provided by this layout can be
very revealing. See Figure 7-45. 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.
White Space
White space includes areas of the layout that
are devoid of printed images. Treating the white
space as an element makes it thoughtful and can
add to the strength of the message and visual
quality of a layout. White space is often the most
overlooked element. It is important to first see the
space to use the space.
Peter Milota Jr/Shutterstock.com
Figure 7-43. A layout is headline dominant when the
headline generates the first attention to the page.
©International Sign Association/CSG Creative (Design Agency)
Figure 7-44. This ad for SignExpo.org shows a dramatic use
of type for the headline.
©Amanda Hall
Figure 7-45. This image-dominant layout shows how the
image has the focus but leads you to the text and message.