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>