Print document design - Part two

In the previous post, we look at the basic design principles like balance, proportion, sequence and consistency in document design. Today, we look at three other factors, alignment, proximity, contrast and  in good document design.

 

 



ALIGNMENT

According to Hortin (2009),  alignment creates a sharper, more ordered design. Aligning elements create a visual connection with each other. It tightens design and eliminates the haphazard, messy effect which comes when items are placed randomly. Aligning elements which are not in close proximity with each other, helps to provide an invisible connection between them.

 

Grouping Similar Elements Together

 

PROXIMITY

 

Proximity is define as the grouping of similar elements together or in close proximity. This ultimately create a relationship between those elements. It also provides a focal point and can give the reader an idea of where they should start and finish reading. Proximity does not mean that elements have to be placed together. It means they should be visually connected (Hortin 2009).

 

 

 

CONTRAST

 

Kyrnin (2013), defines contrast as the accentuation of the difference between elements in a design. While most of us think that contrast only apply to colours, it actually work with any design elements. However, it is also important that when we apply contrast, the difference has to be obvious.

 

References:

Hortin, A 2009, 5 Basic Principles Of Design, viewed 31 January 2013, <http://maddisondesigns.com/2009/03/the-5-basic-principles-of-design/>

Image Source : <http://webstyleguide.com/wsg3/figures/8-typography/8-6-650.jpg>

Image Source : <http://dbram.wikispaces.com/file/view/Proximity.jpg/321603324/467x353/Proximity.jpg>

Kyrnin, J 2013, Contrast - Basic Principles of Design, viewed 31 January 2013,
<http://webdesign.about.com/od/webdesignbasics/p/aacontrast.htm>

Image Source : <http://micaelacarter.files.wordpress.com/2009/07/rcpfig_4-contrast.gif?w=500>

Print document design - Part one

Design and layout is crucial in determining a reader's impression towards the document or article. According to Anderson, there are 3 main reasons why a good design is so important. Firstly, it helps readers to read more efficiently. Secondly, it emphasises  the most important content. Lastly, encourages readers to feel good about a communication (1987, Pg. 428).

 

There are several factors to be considered in designing a good document. According to Reep, balance, proportion sequence and consistency are basic design principles to be considered when designing a document (2006, Pg. 135). 





Symmetrical Balance

    

Asymmetrical Balance

BALANCE

Balance deals with the equal distribution of elements across a document. The most common way to incorporate balance, is the use of layout. Symmetrical balance is achieved by placing the elements equally in the design. If you have a heavy element on the left, you place an equally heavy element on the left. Asymmetrical balance is normally off-centre with mis-matched number of elements. For example, you can balance a large photo with several smaller graphics. 

 

 

PROPORTION

 

Proportion refers to the relative size and scale of the various element, placement of text and graphic aids in a design document. The photo above, is use to show the relationship of size. The close up photo shows the relationship between a finger and a squirrel. The finger appear larger than it probably is in real life. This proportion can be use to fool the eye.

 

Gutenberg Diagram

SEQUENCE 

Sequence is an important aspect of design because we want to constantly capture the attention of readers. A document that helps them understand easily, is the one that will get the read. Readers usually begin reading a page at the top left corner and end at the bottom right hand corner. In between these two points, readers tend to scan from left to right and up to down (Reep 2006, Pg. 136). The Gutenberg diagram above illustrates the sequence in which most readers view print publication.

 

CONSISTENCY

 

Consistency refers to the repeated and consistent use of design elements such as graphics, typeface, margins and indentations in a document. Consistency helps readers by emphasizing similar type of information and their similar importance.  The above is an example of consistency in design. All pages show consistent background colour, title (typeface and font size), margins and indentations.



 

References:

Anderson, P 1987, Technical Writing : A reader-centred approach, 2nd edn., Harcourt Brace Jovanovich, Orlando, Florida.

Reep, DC, 2006, Technical Writing : Principles, Strategies and Reading, 6th edn., Pearson/Longman, New York

Image Source : <http://www.gatlineducation.com/demo/ResInteriorDesign/images/L11-02.jpg>

Image Source : <http://designmagazine.us/wp-content/plugins/rss-poster/cache/fd156_071.jpg> 

Image Source : https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiUPB5Fnj6LTemtV420kD3yjoda-4pvDyghYd-daS6szG4t0TYI8khRG5v6dcpfDuqq-4477ZWACNr_4yk1hGV1i6F9VC230SxDhmY-XZpuZEGFjekLkN66NhSrS1LoPRonTfX1N015Pzw/s1600/proportion2..jpg

Image Source : <http://blogs.library.ucsf.edu/betterpresenter/files/2013/02/slide-sorter.gif>

Putting pen to paper

Many of us come across publications such as books, magazines, pages on the internet and reports everyday. Do you stop reading the message of the author even before reaching the end? Why do some books make it to Amazon's top 10 list must read books? Why do certain articles on the net receive so many hits?

There are many reasons why people write. Journalist write because their livelihood depends on it. Academics write because they want to share and spread what they know. Magazine writers write because of the specialise knowledge they have acquired. The list could go on and on. However, these writers need to consider several issues before they put pen to paper.      

Roger (1990) states that the first basic principle in a good document design is planning. It is important that a writer defines the purpose of the project before he attempt to start writing.  

However, it is also irrelevant for a writer to create a document if the sole purpose is for his own consumption. We write because we want others to share and understand our thoughts. According to Putnis & Petelin (1996), a writer needs to first identify who the target readers or audiences are. A single topic can be subdivided into different levels. For example, if we are ask to write about cars, are we writing about performance cars or cars that are use simply for commuting? 

Once we have identified our target readers or audiences, we need to understand what their needs are? A good writer will try to anticipate the information that the reader will want or need. If we write about performance car, will the reader want only to know about how much horsepower a car produce, or will the reader require other information like the fuel consumption of the car.

With the level of technology available today, information is no longer available only in print publication. Blogs, forum, social media and webpage are platforms available online a writer can use to reach out to mass audience almost instantly. Writers need to identify the demographics of the intended audience in order to decide whether to disseminate the information or documents through either print or online publication.

Once the needs of target audience or readers are identified, a writer should carry out research to enable them to produce contents that would capture attention. When information are structured properly, it is not just the readers that benefit, but the writers can better understand their own arguments.

English is viewed generally as the common global language. Freelance writing workshop (2011) advocates the proper use of grammar in any written communication. Writers must consider spelling, punctuations, writing style and wording before their is displayed to the world. The professionalism level of a writer is very much dependant on the proper use of grammar and form. 


References :

Roger C, P 1990, Looking good in print : a guide to basic design for desktop publishing, Ventana Press, Chapel Hill, NC

Putnis, P & Petelin, R 1996, Professional communication : Principles and applications, Prentice Hall, Sydney

Freelance writing workshop, 2011, The importance of written communication, viewed 27 Jaunuary,
<http://www.freelancewritingworkshop.com/importance_of_written_communication.html>

 

 

Purpose of writing this blog

In my first assignment, I presented about the importance of using plain language when presenting any documents to mass audience. In assignment two, we looked at how a lengthy document can be repackage into three different genres. 

In this assignment, we create a blog site to explore publishing, media and design issues. I hope to reach out to professionals in the field of journalism, professional publishers, academics and university students enrolled in similar courses.