"Design Principles Vocabulary"
Design Principles Vocabulary Understanding six basic principles for good newspaper design. This material is the property of the AR Dept. of Education. It may be used and reproduced for non-profit, educational purposes only after contacting the ADE Distance Learning Center at http://dlc.k12.ar.us edr Dominance Every page, or center spread, must have a dominant element. The dominant element should be 2 ½ times larger than any other element on the page. Dominance Serves as a visual entry point for the reader. Without this, the reader’s eye will bounce from element to element or skip to the next page. Dominance Dominant element on page is usually a photo, although it can be an illustration. The content of the dominant element should be directly related to the main story’s headline. Unity One way to achieve unity is with external and internal margins. Internal margins are 1 pica between elements Unity External margins 3 picas at top 3 picas each side 3 picas at bottom Unity Centerspreads have a margin of 1 pica at each side of gutter. On a centerspread the dominant photo can help unify the spread by its placement. Running the photo across the gutter unifies the spread into one unit. Unity A horizontal eyeline can also be used. It is a blank white line (1 pica wide) that extends across the page. It should run at least 6 picas above or below the center of the page. Contrast The use of opposites in size, shape, weight, color or tone. Example: A design should feature one dominant element with several smaller elements in various shapes (vertical or horizontal). Contrast Different typefaces and screens also create contrast. Box stories and place a 10% gray screen behind them. Use this technique for smaller stories to give them prominence on the page. Contrast Contrast is important in headline design. For stories with a main head and subhead: The main head should be at least twice as large in point size as the secondary headline. If the primary head is bold, the secondary should be regular or light typeface. Repetition Repetition, or rhythm, involves duplicating a color, graphic or typographic element to hold the page together. One way to achieve this in the newspaper is the shape of the dominant element should be repeated in a smaller element. Repetition Another way to achieve this in the newspaper is to pull a color (or shade) from the dominant photo and repeat it elsewhere on the page usually as the background for the sidebar or in the headline design. Balance By using the previous techniques, a page can be designed using formal or informal balance. Formal balance: Can be folded in half vertically with the two sides mirroring each other. Balance Informal balance: Weight is distributed diagonally. Big, bold elements are placed in the center and white space, copy, headlines and captions are pushed to the outside to keep the page from being heavy on any side. Informal balance creates variety and dynamic tension and increases visual interest of a page. Consistency Certain elements never change. These include: byline style folio style standing headline design Consistency Caution DO NOT use some of the same elements without changing them. For example, never use the same headline style for every newspaper article or the same page design in every issue.