Purpose of design

Appearances matter because

-- we want people to see what we have to offer

-- we want to send messages and information with our design

-- how we look makes an impression on the audience

Visual logic

-- big to little

-- top to bottom

-- left to right

-- dark to light

Why we see: light and contrast

Importance of tradition; different media have developed an appearance for various reasons. A newspaper looks like a newspaper (and not like a magazine) because

-- space (“real estate”) is at a premium

-- presses are made to print at certain sizes

-- the tradition of news gathering, editing and presentation is geared toward making the newspaper look a certain way

Elements (tools) of layout

-- type

Characteristics of type

-- illustration (photos, drawings, lines, boxes) – anything that uses ink (in print) that is not type

-- white space (possibly the most important tool of all) How a designer uses white space determines how a publication will look.

Layout concepts and considerations

-- balance

-- contrast (assuring readability)

-- focus

-- unity

Duties of the design professional

-- accuracy

-- clarity

-- adherence to the traditions, practices and purposes of the publication

-- respect for the audience

-- giving the best display for the work of the other professionals in the organization

What makes a good designer?

-- a good visual sense, developed through observation and analysis of various design techniques

-- good journalistic knowledge and sense; understanding news

-- knowledge of the general traditions of the medium (newspapers, magazines, etc.)

-- ability to create and adapt ideas to a design situation