Desktop PublishingDesktop PublishingDesktop PublishingDesktop Publishing

CS 121CS 121

Concepts of Computing IIConcepts of Computing II

Ron WallaceRon Wallace

Design PrinciplesDesign PrinciplesDesign PrinciplesDesign Principles KISSKISS Know your audienceKnow your audience Consistency with varietyConsistency with variety

boring vs. chaosboring vs. chaos

Avoid templatesAvoid templates destroyer of creativity and originalitydestroyer of creativity and originality

Consider the work of othersConsider the work of others get ideas ... don’t steal or plagiarizeget ideas ... don’t steal or plagiarize

Ask for adviceAsk for advice proof by someone else & don’t explainproof by someone else & don’t explain

8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)

1 - How much time?1 - How much time? get the job done on timeget the job done on time enhance laterenhance later

time?time? money?money?

8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)

2 - Who is the audience?2 - Who is the audience?age

reading level

education level

conservative vs. liberal

serious vs. humorous

white-collar vs. blue-collar

ethnic background

understanding of terminologyTwo Real Life Examples:

- Gerber- General Motors

Two Real Life Examples:- Gerber- General Motors

8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)

3 - Why are they reading this?3 - Why are they reading this?

Personal Interest

Need for Information

Required Reading

Casual Browsing

Personal Interest

Need for Information

Required Reading

Casual Browsing

8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)

4 - How will they get this?4 - How will they get this?

Direct Mail

Bulletin Board

Brochure Rack

Table or Counter

Person to Person

Direct Mail

Bulletin Board

Brochure Rack

Table or Counter

Person to Person

8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)

5 - What is our/their image?5 - What is our/their image?

fun vs. serious

young vs. mature

business vs. pleasure

contemporary vs. traditional

fun vs. serious

young vs. mature

business vs. pleasure

contemporary vs. traditional

8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)

6 - Can I make the reader’s job 6 - Can I make the reader’s job easier?easier?

Important!Ajkl kle jdijf iamf ljjfkajd fdk jfwo jdo jfdkljie. Lj fjkl sieja lej.

Ajkl kle jdijf iamf ljjfkajd fdk jfwo jdo jfdkljie. Lj fjkl sieja lej. Ajkl kle jdijf iamf ljjfkajd fdk jfwo jdo jfdkljie. Lj fjkl sieja lej.

direct attention

Type … READABILITY

Color?

Headline

organization?

8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)

7 - Are there limitations?7 - Are there limitations?

Always !Always !budget

resources

size•dimensions of the page•number of pages

time

medium (type of paper)

personal preferences•developer’s•client’s

8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)

8 - Is reader feedback desired?8 - Is reader feedback desired?

contact information•address•phone•email•web site

coupons

forms

surveys

contact information•address•phone•email•web site

coupons

forms

surveys

8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)8 Things to Consider8 Things to Consider(Before You Begin)(Before You Begin)

TimeTime AudienceAudience Reader MotivationReader Motivation Method of DeliveryMethod of Delivery

ImageImage Ease of ReadingEase of Reading LimitationsLimitations FeedbackFeedback

Planning Your LayoutPlanning Your LayoutPlanning Your LayoutPlanning Your Layout

““Dummy” mock-upsDummy” mock-ups SeveralSeveral Focal pointFocal point Normal eye movementNormal eye movement Optical VS geometric centerOptical VS geometric center

Think!

Type...Type...Type...Type...

Must be legible and readable! Must be legible and readable! LegibilityLegibility = How easily a reader can = How easily a reader can

decipher the letters on the page.decipher the letters on the page. ReadabilityReadability = The document’s overall = The document’s overall

appearance.appearance.

FontsFontsFontsFonts

Dictionary DefinitionDictionary Definition ““A complete set of type of one size and face.”A complete set of type of one size and face.”

Includes Three CharacteristicsIncludes Three Characteristics typeface (shape of letters)typeface (shape of letters) style (attributes)style (attributes) size (height)size (height)

SerifSerif = easy to read blocks of text = easy to read blocks of text Blue Mtn … Blue MtnBlue Mtn … Blue Mtn

Sans serif Sans serif = clean look= clean look Blue MtnBlue Mtn

NoveltyNovelty = special feeling/affect = special feeling/affect Blue MtnBlue Mtn

Symbol Symbol = non-alphanumeric= non-alphanumeric

Types of TypefacesTypes of TypefacesTypes of TypefacesTypes of Typefaces

Appropriate Typeface?Appropriate Typeface?Appropriate Typeface?Appropriate Typeface?

Which of the following would be Which of the following would be better for a truck stop advertisement?better for a truck stop advertisement?

Good FoodGood Food

Good PricesGood Prices

Good ServicesGood Services

Good FoodGood Food

Good PricesGood Prices

Good ServicesGood Services

Good FoodGood Food

Good Good PricesPrices

Good Good ServicesServices

Good FoodGood Food

Good Good PricesPrices

Good Good ServicesServices

How Many Typefaces?How Many Typefaces?How Many Typefaces?How Many Typefaces? OneOne gives consistent look. gives consistent look. TwoTwo complementary typefaces is complementary typefaces is

commoncommon ThreeThree is the max! is the max! MoreMore makesmakes thethe publicationpublication

to to busybusy andand confusingconfusing..

Style …Style … Adding Emphasis to TextAdding Emphasis to Text

Style …Style … Adding Emphasis to TextAdding Emphasis to Text

BoldfaceBoldface ItalicsItalics UnderlineUnderline CAPITAL LETTERSCAPITAL LETTERS Spot Spot ColorColorReverse Type !

Size of TypeSize of TypeSize of TypeSize of Type

Measured in Points (72 pts = 1”)Measured in Points (72 pts = 1”)Includes:Includes:

highest letterhighest letter lowest descenderlowest descender space between linesspace between lines

most programs add more to space the lines (leading)most programs add more to space the lines (leading)

Other Type AttributesOther Type AttributesOther Type AttributesOther Type Attributesbaselinebaselinex heightx heightascenders (like t and b)ascenders (like t and b)descenders (like y and g)descenders (like y and g)pitchpitch

characters/inch horizontallycharacters/inch horizontally for monospaced fonts onlyfor monospaced fonts only

Type Sizes in a PublicationType Sizes in a PublicationType Sizes in a PublicationType Sizes in a Publication

body (base size) = x pointsbody (base size) = x points dependent on audience and mediumdependent on audience and medium

subheads = x + 2 pointssubheads = x + 2 pointsheadlines = 2(x+2) + ? pointsheadlines = 2(x+2) + ? pointscaptions = x-1 or x-2captions = x-1 or x-2

Type: Other ConsiderationsType: Other ConsiderationsType: Other ConsiderationsType: Other Considerations Line spacing (leading)Line spacing (leading) Contrast w/ backgroundContrast w/ background Margins (white space)Margins (white space) CaptionsCaptions

don’t insult readerdon’t insult reader verify namesverify names list names left to rightlist names left to right fit the graphicfit the graphic

Getting and Focusing Getting and Focusing Readers’ AttentionReaders’ AttentionGetting and Focusing Getting and Focusing Readers’ AttentionReaders’ Attention

White spaceWhite space SidebarsSidebars Pull quotesPull quotes BoxesBoxes RulesRules

Layout MistakesLayout MistakesLayout MistakesLayout Mistakes

Poor column spacingPoor column spacing Claustrophobic pagesClaustrophobic pages Whispering headlinesWhispering headlines Misaligned elementsMisaligned elements Improperly positioned headlinesImproperly positioned headlines

Page 1 of 3Page 1 of 3

Layout MistakesLayout MistakesLayout MistakesLayout Mistakes Box-itisBox-itis Rule-itisRule-itis Too much copyToo much copy Rotated typeRotated type 1/2” indents1/2” indents

use 1 em spaceuse 1 em space about equal to the point sizeabout equal to the point size about 2 spacesabout 2 spaces

Page 2 of 3Page 2 of 3

NO

Layout MistakesLayout MistakesLayout MistakesLayout Mistakes Excessive hyphenationExcessive hyphenation Too many fonts & sizesToo many fonts & sizes Unnecessary special affectsUnnecessary special affects Double returns and spacesDouble returns and spaces

use paragraph spacinguse paragraph spacing

Hyphens for bulletsHyphens for bullets Alt-8 (Win) or Opt-8 (Mac)Alt-8 (Win) or Opt-8 (Mac)

Page 3 of 3Page 3 of 3

WP vs. DTP: SimilaritiesWP vs. DTP: SimilaritiesWP vs. DTP: SimilaritiesWP vs. DTP: Similarities

Create, edit, store, & print Create, edit, store, & print documents / publicationsdocuments / publications

Character & paragraph formattingCharacter & paragraph formatting Graphics & other objectsGraphics & other objects

inline & text wrapinline & text wrap

WP vs. DTP: DifferencesWP vs. DTP: DifferencesWP vs. DTP: DifferencesWP vs. DTP: Differences

Document (WP) vs. page (DTP)Document (WP) vs. page (DTP) Margins (WP) vs. guides (DTP)Margins (WP) vs. guides (DTP) Paragraphs in margins/columns Paragraphs in margins/columns

(WP) vs. in text boxes (DTP)(WP) vs. in text boxes (DTP) Single layered (WP) vs. multiple Single layered (WP) vs. multiple

layered objects (DTP)layered objects (DTP)

DTP Basics in PageMakerDTP Basics in PageMakerDTP Basics in PageMakerDTP Basics in PageMaker New publicationNew publication PasteboardPasteboard RulersRulers Views Views Master pagesMaster pages GuidesGuides Managing pagesManaging pages Text boxesText boxes

Text formattingText formatting Linking text boxesLinking text boxes Spell checkSpell check GraphicsGraphics Control paletteControl palette Other featuresOther features