Design Principles:Keys to DTP Success

Design Concepts

Proportion Balance Restraint*

Contrast Rhythm Unity Detail*

* Not in Lichty

ANOTHER NEWSLETTER!

Exciting Headline

Another Exciting Headline

Thrilling Subhead

Boring Subhead

Exciting Headline

Another Exciting Headline

Thrilling Subhead

Boring Subhead

Another Newsletter!

Jon Bon Jovi

Related Skills

Education

Experience

Jon Bon Jovi

Related Skills

Education

Experience

Contrast

Design Element #4

Contrast

A striking interest that makes you want to look at the page

Generally a device used to identify one dominant element

Provides dynamic interest and brings color to B&W pubs

Balances the space devoted to text, artwork and white space

Must be strong, not a wimpy attempt

Contrast If two items are not exactly the same,

then make them different. Really different. If two elements are sort of different, but not really,

then you don’t have contrast…– You have conflict

Text-rich documents tend to be low in contrast – a uniform shade of gray– Formal reports, policy statements, press releases, etc.

Designs must be dynamic enough to keep the reader interested, yet consistent enough to ensure a strong identity

Contrast – Obtaining It

Large Type vs. Small Type Graceful Old style font vs. bold san serif font Thin line vs. thick line Cool color vs. warm color Smooth texture vs. rough texture Horizontal element vs. vertical element Widely spaced lines vs. closely packed lines Small graphic vs. a large graphic

David S. DockeryUnion University

1050 Union University DriveJackson, TN 38305

(901) 661-5100

David S. DockeryUnion University

1050 Union University DriveJackson, TN 38305

(901) 661-5100

Rhythm

Design Element #5

Rhythm

The reader’s eye is in constant motion You can capitalize on this if you understand

how to grab their attention with different elements

Types of Rhythm– Repetition– Progression– Patterns

Rhythm - Repetition

Simply put, repeating elements on a page or throughout a publication

Unifies and strengthens a piece by tying together otherwise separate parts

Consistency pushed a little further Very useful in simplex, critical in duplex Bullets – very common, yet effective

– Serve as signposts and organize the page– Use instead of comma delimiting

The Joy of Frogs

Rhythm - Progression

Controlling a reader’s eye by giving him visual cues to follow– Numbering or Lettering– Diminishing Visual Impact

• Large to small items

• Black to white

• Unusually shaped items to conventional

Where do you look first on a page?

The Gutenberg Diagram

Fallowcorners

Fallowcorners

Rhythm - Patterns

Research Contradicts– S-Pattern– Z-Pattern– clockwise

SZ

Decide for yourself

Moving the Eye Around the Page

Chamber Concert SeriesUnion University

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Jazz Band

Symphonic Band

University Singers

David S. Dockery

Union University

1050 UU Drive Jackson, TN 38305

(901) 661-5100

David S. DockeryUnion University

1050 Union University DriveJackson, TN 38305

(901) 661-5100David S. DockeryUnion University

1050 Union University DriveJackson, TN 38305

(901) 661-5100

Unity

Design Element #6

Unity

When each element of the design complements the others

When design elements of a similar purpose are grouped together

When typography is confined to a single family and white space is concentrated on the page

Unity - Types

Consistency (my favorite) Relevance Proximity Alignment

Unity - Consistency

Leads to an integrated style– The way you handle elements that come up repeatedly

Gives the reader a familiar element that acts as a cue for understanding the context

A matter of detail that involves using restraint Grids and style sheets encourage it Often carried out over multiple publications

– Microsoft Dining Services photo

Unity – How to get Consistency Consistent top, bottom and side margins Consistent typeface, size and spacing for text,

headlines, subheads, and captions Uniform paragraph indents and spaces between

columns and around photos Repeating graphical elements, like vertical lines,

columns or borders on each page However, you’ll struggle with the conflict

between consistency and variety– Create documents that remain consistent without

becoming boring

Unity - Relevance

Each element should fulfill a specific function and should work together

Design choices convey a message, and it’s your job to communicate that message– Design for your audience

Don’t let your system control your message Don’t let a an unnecessary attractive-

looking graphic or font ruin your piece

Unity - Proximity

Group related items together so they seem cohesive and meaningful

They become one visual unit, rather than several separate units

One of our main jobs as DTPs is to organize information into an easily-readable format

Also increases the possibility for more organized white space

Unity - Alignment

Every item should have a visual connection with something else on the page

Even if aligned items are physically separated, there is an invisible line that connects them in the reader’s mind

David S. DockeryUnion University

1050 Union University DriveJackson, TN 38305

(901) 661-5100

Unity - Alignment

It is often a strong alignment that creates a sophisticated look, or a formal look, a fun look, or a serious look

Avoid using more than one text alignment on the page– Don’t center some text and right-align other

text– Avoid centered text unless you’re shooting for

formal or sedate

The purpose of this document is to illustrate the requirements and the design of the Allison Transmission Tech Data Manual CD-ROM and related procedures. Please keep in mind as you are reading this document and viewing the associated prototype that this is a work in progress. The contents are a reflection of communications between Bill Fiock, Application Engineer from Allison Transmissions and Digital Razor, a graduate student group from Florida State University's Interactive Development Lab.

Allison Transmission Solution This document will present a solution for Allison Transmission's Application Engineering Division to deliver their Tech Data Manuals in a digital format to its customer base. Included in this explanation will be examples of user scenarios, navigational elements, and a cost analysis based on current manual distribution.

The organization of the remainder of this document is as follows:

        Mission and Objectives - a statement of the project's mission and objectives

The purpose of this document is to illustrate the requirements and the design of the Allison Transmission Tech Data Manual CD-ROM and related procedures. Please keep in mind as you are reading this document and viewing the associated prototype that this is a work in progress. The contents are a reflection of communications between Bill Fiock, Application Engineer from Allison Transmissions and Digital Razor, a graduate student group from Florida State University's Interactive Development Lab.

This document will present a solution for Allison Transmission's Application Engineering Division to deliver their Tech Data Manuals in a digital format to its customer base. Included in this explanation will be examples of user scenarios, navigational elements, and a cost analysis based on current manual distribution.

We feel that the best plan of attack for this project is to deliver the digitally-formatted manuals in a browser-based environment on CD-ROM with a possible backup copy available on the WWW. This will allow easy access to the information through an application that is becoming a constant on computer users' desktops: the browser. Browser installation programs from the major vendors (Netscape, Microsoft Internet Explorer) can be included on the CD-ROM; however, we are suggesting that the Netscape Navigator browser be the only one included. Because the project will be browser-based, both versions will be updated in the same manner and will have the same look and feel. We will essentially be building a web site that will be delivered over two different channels - CD-ROM and the WWW.

Plan of Attack

Using Acrobat The purpose of this document is to illustrate the requirements and the design of the Allison Transmission.

Attention to Detail

Design Element #7

Attention to Detail

Successful design is based on attention to detail

The smallest offending detail can sabotage the appearance of an otherwise attractive project

Proofread, Proofread, Proofread– especially for misused words that slip past a

spell-checker

The inns and outsof hotel

management.

Detail – Examining Proofs

Analyze reduced-sized copies of your pages – thumbnail proofs

You’ll see where good design has been sacrificed for expediency.

Summing Up Design

Don’t Panic, you don’t have to memorize all of these and try to work them into every project

Keep these items in the back of your mind as you design your publications and they’ll take care of themselves

As long as you’re fulfilling the purpose of the publication, you’re golden

What to study for test

Mainly all Class Notes found on website and in Read folder – 1, 2, 3, & 4

Historical Items (don’t worry about dates)– Be able to describe what it was like before…

What to identify when you’re communicating in print (three elements and attitudes from Lichty)

Terminology Media Types Design Principles

References

Looking Good in Print, Roger C. Parker The Non-Designer’s Design Book, Robin

Williams Desktop Publishing Design, Kristine Moore Design Principles for Desktop Publishers,

Tom Lichty