Design basics
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Transcript of Design basics
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Design basics
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Modular designStories should be shaped like rectangles. Pages = Rectangles stacked on top of each
other.
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Visual anchorEach page should have a dominant piece of
art.Strong design = At least one-third of the
page is art. Use photos of real people doing real things
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Balance & ContrastVary the shapes and sizes of photos (and
stories) on a page.Avoid putting a photo right on top of an ad.If you run more than one photo, make sure
one is substantially bigger than the other.
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HierarchyHeadlines get smaller as you move down
the page.Don’t put art between the headline and
start of the story.
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TextAvoid columns more than 20 picas wide or
less than 10 picas.Use italics, bold, reverse in small doses. Type smaller than 8 point is hard to read.
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Captions & JumpsAim for one caption, one photo.Don’t jump if you only have a couple inches
of type to get on the next page.Only jump once.
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Break the rulesAt times, creativity works.
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