Design Principles

Balance

• all elements need to be balanced
• each page element has its own weight
• horizontal vs. vertical
• formal vs. informal
• modules are your friends

Contrast

• contrasting element weights, type form
• avoid too much gray

Emphasis

• place the most important elements in the most prominent positions
• be sure to have a dominant photo-center of visual interest

Unity

• stick with rectangles-no squares
• all pages should be unified through type, design style
• form always follows function

Simplicity

• your computer is a tool-not a toy. Remember, the motivation behind strong design is readability

Design Checklist

• The spread contains photos, captions for all photos, copy and a headline
• Elements are placed within a column format, observing column lines
• The two facing pages are linked into a single unit by an eyeline
• The reader is guided across the spread by real or implied lines
• There is a dominant photo that is 2 to 2 1/2 times larger than others on the page
• The other photos in a variety of sizes repeat and contrast the shape of the dominant
• Photos are bled with purpose and direction, no more than one on each margin
• Consistent external margins are maintained and are defined with at least one element touching
• Consistent internal spacing of 1 pica is used with larger amounts of white space to the outside
• Copy blocks and accompanying headlines are planned as solid rectangular units
• Captions touch the photos to which they refer and are placed to the outside
• No more than two captions are stacked or grouped together
• Any graphic technique enhances the content and does not merely call attention to itself