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Preliminary Activity
With the given ront pages, ollow the directions below and take note o the details:
Ground Zero
1. Without Without reading reading the texts, texts, encircle encircle and number number the first five things that your eyes notice on every page. ry to draw arrows ollowing the movement o your eyes. 2. According to the first step, step, establish the main ocal point on the page. Is it the same or is it different rom the banner story? 3. Among the papers, papers, choose one which is appeals appeals most to you. Why does it catch your attention? 4. What is the predominan predominantt color in every page? How is it used in the page? 4. Discern the major sections sections (groupings) (groupings) in in the page. How are they separated rom each other? 5. What are the main visuals o each page? What What is its appeal? Is it dramatic or inormative? How relevant is it as a message on its own, and in relation to the tone o the whole page? 7. Observe the choice choice o onts onts in the page that that you think is the most readable. How many onts were used in that page?
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Premise and Problems
Te reader is not obligated to read your content. I it doesn’t catch their attention within the first five seconds o looking at it, they won’t give the material a second look. Tey’re not your captive audience. Tey’re a bunch o disinterested louts. Shame, shame, shame.
Content makes a difference. A really, really small difference. Yes, they will read it i they can relate to the content, but what i they’re not? What i they don’t know that they can relate to it? What i the world is ending but it’s in fine print? Te brain is the quivering jelly center o thoughts but it is not a sensory organ, the troll.
It’s your problem, not theirs. “Te burden o proo is on the non-believer,” you said? Sorry, I wasn’t listening. I was looking at some cute cat pictures.
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PAR I
Introducing InDesign Or how to make your lie easier
But, why InDesign? Because it’s gray, it’s has a hundred buttons, and it’s clunky?
Yes, but it’s integrative and layout-specific.
And because InDesign is built with your new best friend in mind.
Because I can do it on Microsof Word?
Yes, but it’s not sofware-compatible and press-ready. (And don’t do that. Just, no.)
THE GRID Your new best riend.
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PAR I
InDesign Episodes
A New Hope. Te Curse o 100 ools. A Guide to the Swiss. Te Master. Everything in its own Place. You’re my ype. Fancy Tat. Interlude Te X-Listers. Heigh Ho!
Tis page was designed with
THE GRID Your new best riend.
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A New Hope Creating a new document
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THE CURSE OF 100 TOOLS
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A G u i d e t o t h e S w i s s
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A Guide to the Swiss
column
row
margin flowline
gutter
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Noted in Red
White is better than gray. Te center is dead. Listen to your eyes.
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PAR II
Design Principles Or why your paper is not the placemat
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Visual Elements
image text graphics
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space
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visual
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content
hierarchy Establish the dominant. Roll the eyes in a good way. Breaking up is understandable.
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compositional actors
color rhythm tension quantity orientation graphic elements
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legibility + personality
typography seri
The quick brown fox jumped over a lazy dog.
Te quick brown ox jumped over a lazy dog. The quick brown fox jumped over a lazy dog. Te quick brown fox jumped over a lazy dog. The quick brown fox jumped over a lazy dog.
Te quick brown fox jumped over a lazy dog.
sans serif
The quick brown fox jumped over a lazy dog. The quick brown fox jumped over a lazy dog.
The quick brown fox jumped over a lazy dog. The quick brown fox jumped over a lazy dog. The quick brown fox jumped over a lazy dog.
The quick brown fox jumped over a lazy dog.
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Noted in Red
Use two to three onts only per publication.
Use onts with amilies or variation.
No double spacing and tabbing.
In columns, kern limit is -20 to +20, and base the leading on the ont size (10/10).
Balance line length with ont size. ry not to exceed more than 75 characters/line.
Headlines only in caps-small caps. Don’t scream.
Hyphenate when justified. Don’t when aligned.
No underlines, minimize use o capitals, bold and italics (always within the amily). And no excessive punctuations. Please. PLEASE???!!!!
Look or rivers, widows, orphans, and grammatical errors– especially in headlines.
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Saving the day. Preflight. Package. Export. Backup.
Checklist Are all images correctly linked? Are all images in CMYK or Grayscale? Are there no missing onts? Are the margins clean, or bleeding, i needed? Is the sectioning correct? Is the page numbering correct or even?
Is everything legible and has hierarchy?
