UNIT 6

Basic Layout Assumptions

1. I assume that you need to learn the rules of magazine/ newspaper design.
2. I assume that you browse magazine/ newspapers once in a while.
3. But you’ve never really paid attention to things like headline sizes.
4. Or column logos. Or whether pages use five columns of text instead of six.

To lay out or to layout

Lay out (v.): process of preparing page by placing stories and pictures. To lay out a
page is to design it.
Layout (n.): completed page or dummy. The placement of art and text on a page.
The Building Blocks
 In modern publications, headlines are generally written with the normal rules of
capitalization, run flush left, and are usually wide rather than narrow. They also use
decks optionally.
Text- the most important element of publication design.
For example, we can add paragraph breaks. We can use indentations to help
readers recognize the beginnings of paragraphs.
We can also change the size of text and align it in several different ways. Finally,
we can add bullets, make certain passages bold or add a large capital letter.
There are two basic type families that make up the bulk of our publications – serif
and sans serif.
 Most publications set text flush left and flush right. This is called justified
alignment. However, some editors use text aligned only to the left for certain types of
stories. This is also called ragged right.
There are no strict rules on when to use one type of alignment over the other. It
is an editorial choice. However, within a publication there should be consistency or a
style.
The justified text is formal looking and is suited best for use with news stories,
whereas features are informal, and the extra white space offered in ragged right gives
the story a more informal appearance.
Leading (pronounced ledding) is the vertical space between lines of text. Some people
refer to leading as interline spacing.
This spacing can be tightened or loosened. The amount of leading can help or
hinder the readability of text.

Tracking (or kerning): you can adjust the horizontal space between letter – though
even the slightest changes in tracking can affect the type’s readability.
tracking (normal tracking)
t r a c k i n g (loose tracking)
 tracking (very tight tracking)
Today, readers expect dynamic photos. These photos entice them into picking up
a publication and investing their time in it.
Not only do they attract the attention of readers, photos help readers
comprehend stories.
This also applies to other types of artwork, such as information graphics, charts
and maps.

Although it may seem obvious to you, artwork comes in three primary shapes –
horizontal, vertical and square.
When looking through a camera lens, most of us hold our cameras horizontally.
This format probably makes up the majority of photos we use in publication design. It is
the most common shape for news photos.
On the other hand, readers find vertical photos interesting. Readers tend to like
vertical photos because they are not accustomed to seeing them as frequently as
horizontal photos.
As a publication designer, however, vertical photos can give you a headache
because they run deep and may cause readers to question which stories they go with.
Finally, there is the square format. Many editors won’t allow any square photos in
their publications because they feel they are the most boring shape.
However, the
content of some photos
almost begs for a
square shape. In the
end, let the content of a
photo dictate its shape.
 Dominant Photo
 The biggest photo on the spread.
 Every design should have one.
 Choose a photograph that is relevant to the story.
 Faces should be the size of a 25 centavos.
 Use a border around the image, usually a .25 or .5 point line.
 Must have photographer credit and a cutline.

Cutline or Caption

Let’s say you’re browsing through a newspaper and you come across a photo
without any additional information. You would be left wondering the meaning of the
photo and what action is taking place.
Pictures themselves tell stories. But cutlines help fill in the “who, what, where
and when.”
 Written in three to four lines of type under a photo.
 Explain the action.

IN FEATURE DESIGN they can be shown on the side of the image instead of
beneath it Typefaces are often different than that of the body text on a page to help
readers distinguish between the two.
 Cutline Typeface

The typeface used for cutlines depends largely on the typeface used in the story
text. Cutlines should contrast with any nearby text. To make sure this difference is clear,
most publications use a typeface opposite that of the text.
For example, if a publication uses a serif font for text, such as Times New
Roman, its cutlines may be a sans serif typeface, such as Arial.
Some publications use the same typeface in their cutlines as the story text but
make the cutlines bold to show contrast. Some publications use a combination of
different typefaces and bold type.

Modular Design
By definition, a module is a unit or a part of a whole. As applied to page design, it is a
rectangular unit.
The four basic elements that make up a module include headlines, text, photo
and cutlines. By using basic, rectangular shapes, pages look neat and orderly.

These modules should be rectangular or square in shape, although rectangles

are preferred because they promote eye movement and are less boring aesthetically.

There is only one module on this page. This is because it is an entire page
dedicated to one story. This is often done on inside feature pages of a publication when
highlighting a big event.
Because the page itself is a rectangle, it is modular.

Two Basic Shapes

 There are two basic shapes of information– the U-shape and the L-shape. Once
you understand the “invisible fence” rectangle or square that must go around your
module, you need to know how to shape that information inside the module.
In the U-shape, a banner headline establishes the “fence” of the rectangle, while
the story itself is wrapped in a U around the photo.

Modern Layout and Design

Modern Newspaper Layout Tips for Schools

1. Minimalist Design
 Don’t make your newspaper look crowded or too busy. Use lots of white
space where you can. Modern design tends to use more white space, thus giving
more importance to the images and text you do have on a page.
2. Have Good Color Schemes
Don't use too many colors. That just looks messy. Know what colors go well
together and which ones clash. On a newspaper, colors will always print darker than
what is on your computer screen, so it is important to lighten up your colors.
3. Flat Look
Try not to use 3D effects, or too many shadows. It is the flat appearance that
looks clean and stylish. Clean is the operative word. This concept works well for
newspapers.
4. Grid or Geometric Patterns
Modern design often employs images in a grid or geometric pattern. A
newspaper is often laid out in columns. Each column should be the same
proportions--particularly in width. Try to keep your columns the same width and
aligned with each other up and down. Leave more space between columns than not.
5. Choose Easy-on-the-Eyes Fonts
Your articles and stories are central to your newspaper design and layout.
Don't use fonts that are difficult to read. Use fonts that the eye can pick up on easily
and avoid using many different kinds of fonts. Stick with the same font for each of
your different text groupings: your main text, your titles, your subtitles, and your
headings.
6. Stay Consistent in your Font Sizes
Different sized fonts can be used, but stay consistent. Typically, an 11 pt or
12 pt font is used for copy. Your main newspaper title can be as big as you like, and
article titles range between 14 and 18pt font sizes. Whatever you choose, remain
consistent.
7. Alignment is Essential!
It may seem tedious, but a well-aligned newspaper will standout as being far
superior to those that are not aligned properly.  Columns - Make sure your columns
are the same width and either aligned at the top or the bottom and evenly spaced
between themselves.  Pictures - Align pictures to each other where you can and to
text where appropriate. Always try to show straight lines.  Titles - Align titles
vertically or horizontally where obvious. Centering titles over columns will also look
good.
8. Manage Free Space
Empty space is as important as the space you do use. Leaving large holes in
your newspaper design is not wise, but trying to use all the free space up may not be
wise either. Well positioned empty or white space can make a newspaper really
stand out, look clean, look fresh, and look elegant.

Rules of the Thumb

(Layout and Design)
 All stories should be shaped like rectangles. Pages should consist of rectangles
stacked together.
 Avoid placing any graphic element in the middle of a leg of type.
 Avoid placing art at the bottom of a leg of type.
 Text that wraps below a photo should be at least one inch deep.
 In vertical layouts, stack elements in this order: photo, cutline, headline, text.
 Every page should have a dominant piece of art.
 A well-designed page is usually at least one-third art.
 Avoid boxing stories just to keep headlines from butting; it’s better to box stories
only if they’re special or different.

Rules of the Thumb

(Text)

 The optimum depth for legs of text is from 2 to 10 inches,

 Use italics, boldface, reverses or any special effects in small doses.
 Type smaller than 8 point is difficult to read. Use small type sparingly, and avoid
printing behind a screen.

Rules of the Thumb

(Headline)

 Every story must have a headline.

 Headlines get smaller as you move down the page. Smaller stories get smaller
headlines.
 5 -10 words is optimum for most headlines.
 Never allow an art element to come between the headline and the start of a news
story.
 Don’t butt headlines. If you must, run the left headline several counts short, then
vary their sizes and the number of lines.
 Writing headlines: Avoid stilted wording, jargon, omitted verbs, bad splits; write in
the present tense.

Rules of the Thumb

(Photo)

 Shoot photos of real people doing real things.

 Directional photos should face the text they accompany.
 When in doubt, run one big photo instead of two small ones.
  When using two or more photos, make one dominant.
 Try to vary the shapes and sizes of all photos (as well as stories) on a page.

Rules of the Thumb

(Cutline)

 To avoid confusion, run one cutline per photo; each cutline should touch the
photo it describes.
 When cutlines run beside photos, they should be at least 6 picas wide.
 When cutlines run below photos, square them off as evenly as possible on both
sides of the photo. They should not extend beyond either edge of the photo.

Rules of the Thumb

(Jump)

 Run at least 4 inches of a story before you jump it.

 Jump at least 6 inches of a story (to make it worth the reader’s effort).
 Jump stories once and once only. Whenever possible, jump to same place.

In a Nutshell

“Putting together a newspaper is hard work. As an editor, you will be tasked with
designing your publication so it is inviting, easy to read and instantly informative to your
readers.”

“The process of layout and design can feel like putting together a puzzle.”

“You will have to decide on what story takes precedence, what photographs will be used
and how large or small to run them.”

“Following the basic layout and design techniques will help you produce a good
product.”