ISSUES and DESIGN features in Desktop Publishing

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ISSUES and DESIGN features in Desktop
Publishing

• Making a document
• Stand out!
• Ms. Scales

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ISSUES THAT EFFECT Desktop Publishing

• THINGS YOU MUST CONSIDER

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UP-FRONT DECISIONS When Creating a Document

• The size of the Paper
• Length
• Number of pages
• Finishing Effects
• Folding and direction
• Collating
• Binding

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YOUR DOCUMENTS Audience

• The number of documents that come under an
  individuals noise is astronomical.
• Therefore, you must overcome an individuals
  resistance to look at a document.
• To overcome their resistance, you must design
  for the audience that document is intended for.
  This requires that you create an Audience
  Profile.

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An AUDIENCE PROFILE Should consist of the
following

• General description
• Predominantly male or female
• Age
• Living environment
• Income level
• Education level
• Skill and knowledge level

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An AUDIENCE PROFILE Should consist of the
following

• How they are like you
• How they are different from you
• Attitude toward your service or product
• Background
• Values
• Tastes
• How leisure time is spent

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An AUDIENCE PROFILE Should consist of the
following

• What they read
• Their uniqueness
• When most likely to get their attention
• Where most likely to get attention

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IDEAS THAT CAN MAKE YOUR Piece More Interesting

• Allow time to get your message (break into
  parts).
• Use authority (quotes or reference to well known
  people).
• Make your piece easy to remember
• Keep your message positive.
• Keep your message coming (repeat the message in
  more than one way).
• Offer an award or a certificate.

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IDEAS THAT CAN MAKE YOUR Piece More Interesting

• Make your piece useful.
• Make your piece easy to use.
• Make your piece lighthearted.
• Tell people what and how.
• Break information up.
• Say it in different ways.

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DESIGN ISSUES And your document

• Making your document look professional
• and
• Making it do the job you intended.

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IMAGE SELECTION Art Work

• Avoid Weak Images.
• Use one styles of art.
• Place elements carefully.
• Use appropriate Illustrations.
• Choose positive images.
• Give yourself time.
• Collect ideas.

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IMAGE SELECTION Graphic Devices

• Initial Caps (stick-up and drop)
• Letters as decorative elements
• Enlarged Numbers
• Typographic characters (ding bats)
• Typographical ornaments (decorative spots,
  corners, dashes, flourishes etc.
• Geometric and Free-form shapes

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IMAGE SELECTION Photographs

• Start with the strongest photo you have
• Crop photos to increase interest
• Come in close on individuals
• Remove distractions
• Group photos for effect
• Face photos inward

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OTHER GRAPHIC ELEMENTS Graphic Devices

• Strips, checks, and polka dots
• Lines or Rules
• Borders
• Symbols
• Logos
• Screened Boxes and alternatives
• Maps, graphs and charts
• Illustration (original)

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LAYOUT CONCEPTS Grids

• All units touch the grid
• Creates organization on the pages
• Gives a consistent look by establishing a set of
  rules underlying the layout
• Illustration have someplace to hang and look
  integrated

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LAYOUT CONCEPTS White Space

• Adds counter balance to a design
• Adds spaciousness and makes the document easier
  to read
• Frames the page contents
• Adds breathing space
• Adds grace and sophistication
• Can add drama to an element on the page

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LAYOUT CONCEPTS Margins

• Correctly designed margins contribute to the
  overall attractiveness of piece
• Adds reading comfort
• Best combinations
• Same Top, Right and Left side, but larger bottom
• Smaller Top, Slightly larger Right and Left side,
  Largest on bottom
• Equal Right, Left and Bottom, but smaller Top.

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LAYOUT CONCEPTS Columns

• Choose widths that make reading comfortable.
• As the columns get wider the type should get
  larger and the more space between lines of type.

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READABILITY Issues

• Individuals read the shape of a word as much as
  the letters.
• Body text in all Caps and in a San Serif (San
  Serif) font is harder to read.
• A Serif Mixed Case text is best for body text.

Handgloves
HANDGLOVES
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TYPOGRAHY Concepts

• Type used in a computer is based on the days of
  LEAD TYPE.
• Terms related to old typesetting days are still
  used since we have moved to the computer.

• The meanings of some of these terms have changed
  with the computer.
• Many techniques taught in schools were based on
  typewriters and are not appropriate to desktop
  publishing.

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TYPE STYLES

• Type is divided into distinct styles.

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TYPE

• SIZE Height, Height, Height
• WEIGHT Helvetica Helvetica
• WIDTH

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MEASUREMENTS in Desktop Publishing

• Type height is measured in POINTS.
• Line lengths are measured in PICAS and POINTS.
• There are 6 PICAS in 1 Inch.
• There are 12 POINTS in 1 Pica.
• There are 72 POINTS in 1 Inch.

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MEASUREMENTS in Desktop Publishing

• Type in most computer programs defaults to 12
  point height.
• Twelve-point fonts are easier to read on a
  screen, but are not always the best font size for
  body text.
• Type height was based on the height of the lead
  piece that a type face was on. Therefore, real
  heights of older types may vary.

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MEASUREMENTS in Desktop Publishing

• Line lengths are usually measured as a
  combination of points and picas.
• Examples
• 12p3 means that the line is 12 picas and 3 points
  in length.
• 16p2 means that the line is 16 picas and 2 points
  in length.
• 8p1 means that the line is 8 picas and 1 point in
  length.

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LEADING or Line Spacing

• The vertical space between line of type.
• Measured in points.
• Based on adding lead between metal type.
• Leading Terms

This type is Set Open
This type is Set Solid
This type is Set Minus
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LEADING or Line Spacing

• Leading is identified with a set of numbers.
• 12/14, which is stated as 12 on 14, indicates
  that the type is 12 points high floating in 14
  points of space.
• 22/28 is type that is 22 points tall in 28 points
  of space.
• The default leading is about 120 of a types
  height.

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ANATOMY of Type
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TYPE HAS Color

• Different weights and fonts create different
  color effects in a document.
• Text blocks must be considered when designing a
  page.

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THE COLOR OF TEXT Examples

• This paragraph is in a text that demonstrates the
  color of text. The weight of text changes the
  weight of the paragraph as part of the design of
  a document.
• This paragraph is in a text that demonstrates the
  color of text. The weight of text changes the
  weight of the paragraph as part of the design of
  a document.
• This paragraph is in a text that demonstrates the
  color of text. The weight of text changes the
  weight of the paragraph as part of the design of
  a document.

• This paragraph is in a text that demonstrates the
  color of text. The weight of text changes the
  weight of the paragraph as part of the design of
  a document.
• This paragraph is in a text that demonstrates the
  color of text. The weight of text changes the
  weight of the paragraph as part of the design of
  a document.
• This paragraph is in a text that demonstrates the
  color of text. The weight of text changes the
  weight of the paragraph as part of the design of
  a document.

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TEXT HAS Personality

• When choosing fonts for a document, you must
  consider it message and audience. The font choice
  helps carry the message.
• Examples
• I AM LIGHT AS SUNSHINE ON A SPRING DAY.
• I AM DARK AS A MOONLESS NIGHT.
• I AM SOPHISTICATED AND EXECUTIVE OFFICE.
• I am precise and technical.
• I am dressy or casual like a handwritten letter.
• I am funky, unique, and fun.