DR. PAULA DIMARCO • [email protected]1 T his challenge will be about publication design and the structure and use of type and images in a layout. OBJECTIVE: For students to learn about designing a feature story for a magazine. (grid structure, concept, typography, hierarchy) LAYOUT: • Formal elements of design such as focal point, hierarchy, eye flow (continuation), unity through grids, balance using negative and positive space • Use of type and image together Typography: • Typographic rules, leading, kerning, alignment, use of serif, sans serif, and script type faces. • Paragraph structure and rule, single space sentence separation, indents, space after or before paragraphs • Kerning, leading, optical alignment (story), text wraps, type alignment (flush, justify, center and rags) PUBLICATION: • Columns, master pages, gutter width, drop caps • Paragraph styles, Character styles IMAGES: • Color adjustments, compositing, cropping, cloning, resolution and sizing. • Picture sizing, captions and photo credits STYLE • It is important to look at other publication examples and analyze layout, purpose and concepts. • Editorial design is not just magazines, it is also the design of multi page booklets and brochures and other information based objects like annual reports and training or instruction manuals. • Looking at grids and layout and style • Look at all different types of publications • Borrow techniques and type systems to better understand the process of designing publications FINAL PRODUCT 1 SPREAD (2 pages) (First spread must have an image that combines the title of the article (typography) with graphics and photo. All the elements are intertwined and combined into one image.) 2ND SPREAD (2 pages) a continuation of the story - Optional CONTENTS PAGE(s) (1-2 pages) You will need to either find article titles or make up ones. MAGAZINE COVER Like the first spread with a similar image, but different typography. SIZE: Depends on the magazine that would feature your article. (Can not use 8.5 x 11. Magazines are not this size, so do research on sizes.) Resolution should be 266ppi. PUBLICATION Grading is based on the following: PROCESS Conducted Research Provided Sketches/Comps Time (having things done on time) Followed directions according to specs DEMONSTRATION OF PROPER USE OF SKILLS Computer techniques as specified in the objectives DEMONSTRATION OF EFFECTIVE TYPOGRAPHIC CONCEPTS Type usage and treatment as specified in the assignment objectives. DEMONSTRATION OF EFFECTIVE DESIGN CONCEPTS Layout and composition using the elements and principles of design. DESIGN DR. PAULA DIMARCO • [email protected]GRADING CRITERIA ART 343 : ADVANCE TYPOGRAPHY Please note* You will need to either make up a new magazine or find an existing (art, fashion, culture, or lifestyle type) magazine that might feature the article type you chose.
This challenge will be about publication design and the structure and use of type and images in a layout.
OBJECTIVE: For students to learn about designing a feature story for a magazine. (grid structure, concept, typography, hierarchy)
LAYOUT:• Formal elements of design such as focal point, hierarchy, eye flow
(continuation), unity through grids, balance using negative and positive space
• Use of type and image together
Typography:• Typographic rules, leading, kerning, alignment, use of serif, sans serif,
and script type faces.• Paragraph structure and rule, single space sentence separation,
indents, space after or before paragraphs• Kerning, leading, optical alignment (story), text wraps, type alignment
(flush, justify, center and rags)
PUBLICATION:• Columns, master pages, gutter width, drop caps• Paragraph styles, Character styles
IMAGES: • Color adjustments, compositing, cropping, cloning, resolution and
sizing.• Picture sizing, captions and photo credits
STYLE• It is important to look at other publication examples and analyze
layout, purpose and concepts. • Editorial design is not just magazines, it is also the design of multi
page booklets and brochures and other information based objects like annual reports and training or instruction manuals.
• Looking at grids and layout and style • Look at all different types of publications• Borrow techniques and type systems to better understand the process
of designing publications
FINAL PRODUCT1 SPREAD (2 pages)(First spread must have an image that combines the title of the article (typography) with graphics and photo. All the elements are intertwined and combined into one image.)2ND SPREAD (2 pages) a continuation of the story - OptionalCONTENTS PAGE(s) (1-2 pages)You will need to either find article titles or make up ones.MAGAZINE COVER Like the first spread with a similar image, but different typography.
SIZE:Depends on the magazine that would feature your article. (Can not use 8.5 x 11. Magazines are not this size, so do research on sizes.) Resolution should be 266ppi.
PUBLICATION
Grading is based on the following:
PROCESSConducted Research
Provided Sketches/Comps Time (having things done on time)
Followed directions according to specs
DEMONSTRATION OF PROPER USE OF SKILLS
Computer techniques as specified in the objectives
DEMONSTRATION OF EFFECTIVE TYPOGRAPHIC CONCEPTS
Type usage and treatment as specified in the assignment objectives.
DEMONSTRATION OF EFFECTIVE DESIGN CONCEPTS
Layout and composition using the elements and principles of design.
• A strong attractive typeface does not have to be bold, but rather has be struc-tural. To insure a typeface has a good structure, look at the typeface to see if you can read it clearly from afar (or at a small font size).
• Make sure the letters are consistent with one another and work well together.
• To guarantee a good effective typeface, choose classic typefaces or current highly respectable typeface.
• Read about the typeface on blogs or in magazines. Listen to the experts and ask a more seasoned designer what typefaces they recommend.
• Headlines should grab the reader instantly. You’ve got a second or two at best to get someone’s attention in the print world. If you miss that opportunity, you’ve lost your potential customer.
• When you’re creating a headline, don’t simply type it out: design it. Think about the contrast of the typeface, the size and the colors.
• The key to making an attractive headline is first finding the right typeface, then, second, composing the type into a treat-ment that gives the reader some help.
• By breaking up words, or phrases, you can change the size and position the letters to flow.
• Stack up words and reposition type to become a whole graphic element. Think of the heading like a logo, it must work as a strong element branding the article.
• Don’t put the title on the top. Many beginning designers think that the title of the article should be on the top of the page.
• If you look at the history of editorial design from the 1940’s till now, you will discover that the most critically acclaimed designs, typically have the title somewhere other than at the top of the page.
• Kerning the letters of your type will make or break a composition.
• Kerning is something that lots of design-ers, new and old, overlook completely. You can not afford to ignore kerning. It frustrated me, to see so many designs lack effort regarding kerning. Not kern-ing your type is pure laziness. As I say, “if you kern, you care.”
• After you’ve chosen a primary typeface, the next step is to choose another font that will accent it. This is as opposed to a font that will conflict with primary choice.
• You want the headline typeface to contrast the secondary typeface. More emphasis should be placed on the primary headline typeface.
• Stay away from typefaces that have similar thickness. You want the type to compliment each other.
• Don’t use a condensed font with another condensed font of another name. (continue)
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dr. d’s
RULESGood typography depends on the visual contrast between one font and another, and the contrast between text blocks and the sur-rounding empty space. The basic guidelines outlined below will help you become more aware of how you structure and use typog-
raphy in your designs. In addition, some of the rules deal with align-ment, grid structure and image placement. Being conscious of these rules can improve nearly ev-erything you create that contains a headline, major typographic ele-ment, and images.
• Script fonts are typically hard to read. Unless you are knowledgeable about which scripts are structure effectively, stay away from them all.
• Italics are a type attribute used for emphasis in body copy or to replace the typical underlining of important names.
• Never use italics in your headings. But you can use them for pull quotes.
• The best way to learn to create effective and attractive typography is to find and study some existing examples.
• Keep a lookout everywhere you go for what others are doing and think about why it does or doesn’t seem to work well.
• Don’t choose the color that is in your program palette. Customize the color.
• Since there are so many colors to choose from and know one to prescribe the best colors for your designs, it is best to become proactive with your color health.
• Look online for some color tips and learn as much as you can about how to use color.
• One way to start... look at the image you are using and find the complimentary colors, monochromatic colors, or split complementary colors that are in the image or can work with the image.
• Feeling overwhelmed with color choices, use the color palettes in Illustrator to help you. Here is a resource link to help. (Click Here)
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Pull a quote
• Pull quotes are typically used to help the reader skim the pages to find out what subject matter the article is addressing.
• Use pull quotes carefully. Make sure they are not too long or too short.
• Take portions of a sentence and use the “dot, dot, dot….” This will help make the quote shorter.
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Align all body copy to the grid
• All text columns should align to a grid. • You have to set up a 6, 8, or 12 column
grid in your master page. • Each column of text should be a gutters
width apart and not a column width apart.9
Use typography
as art
• Stop thinking of typography as simply headlines and body copy and start think-ing of it as a design element.
• Typefaces are meticulously designed and therefore possess an aesthetic that can be a valuable asset to your design.
• Expand on the font shapes to suit your needs.
• Try adding swirls, texture, blotches, spats, and anything else you can think of to spice up the look of the type.
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Crop images for
impact
• For a dynamic compositional layout, crop your images. Image cropping involves temporarily hiding – or even deleting - portions of an image.
• Cropping doesn’t mean ‘chopping’ out important bits of content in an image. Rather, think of cropping as the act of cutting away unnecessary or unwanted portions of an image to help focus the viewers attention and help tell a story.
• Choose a shape that compliments your page. Typically images are in squares, horizontal rectangles, or vertical rectangles.
• Sometimes corners of rectangles can be rounded.
• Stay away from ovals, but using circles is fine. Just be very careful when choosing your shapes. The images should align to a grid.
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Don’t be ignorant
• Make sure you know the basic rules of type usage. I have 19 listed on this page. (Click Here)
• Once you totally understand a rule, then you have permission to break the rules. But only when you have effective used them.
• Beginning designers tend to break the rules without even knowing they are breaking them. This is called ignorance. Don’t be an ignorant designer.
