Creating visually attractive and appealing publications.

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Creating visually attractive and appealing publications * Design Elements

Transcript of Creating visually attractive and appealing publications.

Page 1: Creating visually attractive and appealing publications.

Creating visually attractive and appealing publications

*Design Elements

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*Focus

*The focus or focal point is the center of interest on a page or set of facing pages.

*Focus is created by using elements that are large, dense, unusual, and/or surrounded by white space.

*Some basic design elements used to create focus in a document are:

*Titles, headlines, and subheads created in larger, bolder, and often contrasting, typefaces.

*Graphic elements such as ruled lines, clip art, photographs, illustrations, logos, or images created with a draw program or scanned into the computer.

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*Focus Example

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*Focus Example

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*Balance

*Balance is attained by equally distributing the weight of various elements, such as blocks of text, graphic images, headings, ruled lines, and white space on the page.

*Balance can be described as either symmetrical or asymmetrical:

*A symmetrically balanced design contains similar elements of equal proportion or weight on the left and right sides and top and bottom of the page.

*An asymmetrically balanced design uses non-identical elements with varying weights and/or proportions on both sides of a centerline on the screen.

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*Balance Example

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*Balance Example

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*Proportion

*When designing a document, think about all parts as they relate to the document as a whole. Readers are more likely to read a page where all elements are in proportion.

*When incorporating the concept of proportion into your documents, consider the following points:

*Size design elements in proportion to their relative importance to the message.

*The message that you want to get across to the reader always takes top priority.

*Size design elements so they are in proportion to each other.

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*Proportion Example

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*Contrast

*Contrast is the difference between different degrees of lightness and darkness on the page.

*A high level of contrast is more visually stimulating and helps to draw your target audience.

*The following elements can be used to create contrast:

*Add contrast by setting headings and subheads in larger, denser type.

*Make contrasting elements strong enough to be noticed.

*Use bullets to organize information and add visual contrast.

*Use plenty of white space to convey an open, light feeling.

*Select colors that provide a pleasing contrast.

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*Contrast Example

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*Contrast Example

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*Contrast Example

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*Directional Flow

*Directional flow is established by organizing and positioning elements in such a way that the reader’s eyes are drawn through the text and to particular words or images.

*When trying to establish directional flow in your document, you should:

*Organize your information into groups of related items and then rank them in order of importance.

*Decide on how to emphasize the most important information

*Position related items close to each other on the page

*Use left or right alignment to establish a stronger visual connection

*Position elements so that the reader is drawn and directed through the document.

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*Directional Flow Example

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*Directional Flow Example

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*Directional Flow Example

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*Consistency

*Uniformity among specific design elements establishes a pattern of consistency in your document.

*The following techniques can help when establishing consistency:

*In multi-page publications such as manuals, reports, or newsletters, consistency provides the connecting element between the pages.

*Consistent elements such as typefaces, color scheme, and line styles contribute to a unified appearance.

*If you plan to insert a graphic image into your document, use the graphic to provide you with some ideas for consistency.

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*Consistency Example

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*Consistency Example

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*Consistency Example

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*Color

*Color is a powerful tool in communicating a message and portraying an image. Color on a page can help organize ideas and highlight important facts.

*Consider the following when including color in any publication:

*Color can be used to create focus, to add emphasis, to provide organization to the text and to serve as a consistent element throughout a document.

*Color can elicit an emotional response from the reader. If you do not have a color printer, color paper can match the tone or mood you are creating in your document.

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*Color Example

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*Color Example