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Chapter 7 Design and Layout
Copyright Goodheart-Willcox Co., Inc.
White space is often not white. It includes the
area that is trapped between elements, the counters
in type, negative space, and margins. Never think of
white space as empty area. If only the elements on the
page are arranged, the white space is ineffective and
unused. If the white space is treated as an element
and well planned, the design becomes effective. White
space can balance another area or element. It has
shape and it has mass. See Figure 7-46.
One way to increase or add white space to a
page is to address the type. Increasing line spacing,
paragraph spacing, gutters, and margins, and using
flush left alignment all give the illusion of more white
space and, in turn, type becomes easier to read.
Passive vs. Active
Two different kinds of layouts to consider are
passive and active. While not all layouts fit cleanly
into these two categories, it is a good place to start.
A passive layout is very symmetrical. If you divide t
the page down the middle, you have basically
the same information or balance on each side.
Passive layouts are good for a clean, corporate, or
sophisticated look. Active layouts are asymmetrical
and, while balanced, they do not have the same
information on each side. If the content calls for
excitement or action, an active layout is a good
place to start.
This delineation is especially helpful if you are
presenting several concepts to a customer who is
unsure what he or she wants. If you present three
active layouts and the customer really wanted
passive, that customer will not be drawn to any of
your choices. If you present a combination of the
two, the customer will usually be drawn to one
format or the other. See Figure 7-47.
Developing a Layout
The first step in determining your layout is
to conceptualize. You should always start with a
Career
Link
Graphic Designer
Designs of printed products are created by
graphic designers. Graphic designers use visual
elements to get a message across. Their designs
may be used in several different areas, such as
book layouts, brochures, posters, annual reports,
packaging, or websites.
A company or client will give the graphic
designer an idea of the message that must be
conveyed. Once the graphic designer has this
information and understands the needs of the client,
he or she works to develop the visual elements that
will convey the message. Graphic designers begin
to develop their designs by creating rough sketches
of their ideas, either by hand or by using appropriate
software. In some cases, graphic designers also
help printers by choosing materials such as the
proper substrate. Final design copy is approved by
the client, who often works with the printer.
While many graphic designers are employed
by agencies, publishers, or printers, some are self-
employed. However, all graphic designers must
have similar education and training to assist them
in skill development. Graphic designers use a
variety of computer design programs. They must
also be familiar with applications of color, layout,
type, photography, and printing processes. Graphic
designers must have an associate or bachelor’s
degree to be competitive in the job market. In
addition, graphic designers must be skilled at
planning, organizing, analyzing, and learning to use
the most up-to-date technology.
“Graphic communications remains a strong
and viable field today and will continue far into the
future.”
Mike Chiricuzio
Arizona State University
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