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Elements of Page Architecture

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Title: Elements of Page Architecture


1
Elements of Page Architecture
  • By Marcia M. Feisal, MA
  • Assistant Professor
  • Speech and Mass Communication-
  • Journalism

2
What is Design?
  • It is a process, not an event.
  • Includes the appearance as well as the content of
    the message.
  • It means asking questions about the audience and
    implementing answers.
  • Placement proportion
  • Shadow and light
  • Contrast and unity
  • Subtlety and surprise
  • 4 Aspects of Planning
  • Audience
  • Message
  • Environment
  • Competition

3
Six Steps to Success
  • Establish goals and organize material.
  • Choose format and layout.
  • Choose typeface (font)
  • size space
  • Add and manipulate visuals.
  • Words alone cannot tell the whole story. In many
    places or in current publications, words are
    replaced by visuals.
  • Build momentum into pages.
  • Chunking-break up large amounts of type into
    bite-sized chunks with the addition of subheads,
    pull quotes, and sidebars.
  • Layering-present information to readers on an
    as-needed basis or as wanted
  • Refine and fine tune design.

4
10 Elements of Print Page Architecture
  • 1. Headers and Footers
  • HEADERS- title of publication, but is not the
    nameplate.
  • Includes name of publication, date of issue,
    location, firm/school name and logo (if
    appropriate)
  • Can contain rule lines
  • Typeface is compatible with others on pages
  • FOOTERS- page number, volume number or date. Also
    called a folio.
  • Some design connection to the nameplate
  • Usually omitted on page one

5
10 Elements of Print Page Architecture
  • 2. Logos and Titles
  • also called standing heads
  • different typeface
  • includes the nameplate
  • all have a common design element
  • Nameplate Essentials
  • Size No larger than 1 1/2 to 2 in
    height
  • Name of publication
  • Volume number, Issue number
  • Complete Address
  • Date
  • Logo or slogan of paper

6
10 Elements of Print Page Architecture
  • 3. Headlines
  • Some standard rules
  • Use active voice
  • Use only well-known abbreviations, w/o periods
    between letters
  • Dont split prep phrases, numbers, names,
    acronyms, infinitives,
  • Or gerund or verb phrases between decks
    (lines)
  • Use single quote marks
  • Use a comma in place
  • of and
  • Spell out zero to ten. Use numerals over ten.
  • Write horizontally, not vertically
  • No ALL CAP heads

7
10 Elements of Print Page Architecture
  • No underlines
  • Avoid centered headlines
  • Use same typeface for all heads in paper, but
    vary emphasis bold, bold italic, italic
  • Never! use outline or shadow option.
  • Vary set width of letters
  • Vary size of heads according to story length,
    placement or importance
  • Above-the-fold stories get a larger headline
  • Vary tracking or kerning (space b/w letters)
  • Use 18 pt and above
  • Avoid tombstone placements

8
10 Elements of Print Page Architecture
  • 4. Subheads-used to break up long sections of
    type
  • Contrast typeface with body text, but use same
    face as headlines
  • Use same type emphasis (ex. italic) on all
    subheads
  • Add extra space above, below and to sides of
    subhead
  • Add graphic accents like lines, box or dot lines
  • Set type in bold if the type is small and it is
    reversed out of a dark background.
  • Dont always center subheads set them flush left
    for variety.
  • Be consistent. Subheads need to look alike.

9
10 Elements of Print Page Architecture
  • 5. Text
  • Size is usually 10 or 12 pt for body text
  • Size 8 or 10 pt for captions, bylines and jump
    lines
  • Typeface-use same for all capitals, text and
    other
  • Typeface contrasts with head and subhead text
  • Alignment-flush left or justified.
  • Avoid crazy rivers of white space created by gaps
    between words or letters
  • Line length is a column, usually 1 1/2 to 2
    wide
  • Use bullets and number lists to break up long
    sections of type

10
10 Elements of Print Page Architecture
  • 6. Endmarks-signal the end of story. Use
    typefaces like
  • Wingdings,
  • Webdings, Zapf Dingbats, Symbol or Woodcut
    ornaments
  • 7. Initial Caps- oversize letters used start a
    story
  • Raised caps
  • Drop cap
  • Adjacent caps
  • Can use the default option which is usually a
    larger size of the text typeface and you can
    specify the number of lines you want the cap to
    fill (usually 3 lines)

11
10 Elements of Print Page Architecture
  • CAPTIONS- set type the same width as a column,
    not the width of the photo
  • Placement is above, below, or beside a photo or
    art with 1 pica separation
  • Use lead ins-short 3-5 word introduction for
    caption-clichés, song titles, popular phrases.
    Use a different type emphasis for the lead in.
  • 8. Visuals and Captions
  • VISUALS- infographics
  • pie charts - graphs - flow charts -
    illustrations- photos- artwork
  • Replace text with visuals when possible
  • Dont repeat pulled info in the story

12
10 Elements of Print Page Architecture
  • CAPTIONS CONT.
  • Add to captions
  • PHOTO BY
  • ARTWORK BY
  • Three parts of a caption
  • 5 W's and how
  • Dont state the obvious.
  • Tell the outcome, consequence or reaction.
  • Part of the Heart. Students raised money for The
    Childrens Center, a non-profit hospital for
    critical needs children in Bethany, during a
    donkey basketball game between student varsity
    basketball players and members of the faculty and
    staff. Over 400 people attended and 5,400 was
    raised. Photo by J.K. Feisal

13
10 Elements of Print Page Architecture
  • 9. Sidebars- secondary stories
  • Break out certain details from story
  • Write an accompanying story on same topic
  • Add visual interest by placing a box around
    story, using a screen behind it or using a
    contrasting typeface.
  • USA Today Made Quick Reads Popular
  • Examples Top 10 lists Comparisons
  • Q and A segments
  • 10. Footnotes/Endnotes details about the storys
    author provided at the end of a story.
  • Use a significantly smaller type size than copy.

14
Tools Needed To Assemble Pages
  • White Space
  • Use one pica between every element and for the
    gutters between columns
  • Frames with white space around the elements
  • Gutters between columns
  • Drop or Sink - between the top of the page and
    the first line of text (usually 1 to 1 1/2)
  • Columns
  • Parallel columns
  • Width equal to 1 1/2 to 2
  • Decide in advance the number of columns to use
    and use the same number for every page.
  • Page to page consistency
  • Align all elements horizontally and vertically

15
Tools Needed To Assemble Pages
  • Graphic Accents
  • Borders- lines at top, bottom /or sides
  • Rules - lines above and below subheads and
    sometimes, around the actual page margin
  • Reverses and screens
  • Type
  • 1. Design
  • Remember readability legibility
  • Four major categories
  • Serif/Roman
  • Sans serif, also called Gothic
  • Script
  • Decorative or novelty
  • Old English (NEVER!)

16
Tools Needed To Assemble Pages
  • Type continued
  • 2. Style or emphasis
  • Bold
  • Italic
  • Bold italic
  • 3. Weight- thickness of letters
  • Arial
  • Arial Black
  • Arial Narrow
  • CVI or Dominant Element
  • Borders- especially on photos with white edges
  • Captions-one for every photo
  • Poster design element used on newspaper pages

17
Document Setup Tips
  • Set page margins at .75 or one inch
  • Double space between lines. Dont use three or
    four spaces between lines.
  • Use only double space between paragraphs. Its
    not necessary to quad space.
  • Set type at 10 or 12 pt. as recommended by prof.
  • If you add clip art, make sure that it enhances
    the layout and page content and it is not just to
    fill space.
  • When sizing a photo or artwork, keep it in
    proportion. This is easy if you hold the shift
    key down as you click and drag one of the corner
    guide marks.

18
Document Setup Tips
  • Check your typeface (font) for legibility.
    Remember that a serif font is easier to read than
    sans serif.
  • Avoid centered or flush right aligned body text.
    It is easier to read text that begins at the left
    margin.
  • Indent each paragraph. The default is 1/2 inch,
    but you can make it smaller.
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