1. Chapter 10

2.  Always keep target audience in mind  There are many type categories  Body type should be in 9, 10, 11 pt type  Use 8pt captions  The contrast in size, weight, and style produces an eye-catching, readable headline design reflecting the document’s personality

3.  When placing boxes around type or lines between columns, place one pica from the rule lines (needs to be 1 pica of space)  To break-up grey space, insert photos, pull quotes, subheads, or other devices  It is normal to create 2-4 columns on a page-change columns of stories when there is more than one on a page.

4.  Unify Elements Boxes and rule lines can be used to pull related elements together  Separate Elements They serve as “barriers” for the reader. Can serve to direct reader’s eye around page  Call ATTN. to Elements Screens, boxes, boarders, large type or photographs allow designer to attract reader’s eye to specific areas on page.

5.  Dominance Should be at least two-and-one –half times as large as any other element on the spread Usually a large, well-composed photo that ties to story  Unity Use consistent margins (1 pica)  Contrast The use of opposites in size shape and weight (one dominant photo, and several smaller on the front page) Primary Headline should be 2x size as secondary

6.  Rhythm Use of repeated color, graphic or typographic element to hold a design together  Balance Each half page mirrors the other (on fold)- stories of similar length. Similar photo set up.  Consistency The byline style, folio style (pg #), and headline design keep consistent in size, font, weight, and style. Consistent from issue to issue.

7.  Designers focus on 4 major elements 1-Copy (stories) 2-Art (photos & artwork) 3-Headlines 4-White space

8.  Create Folio/Flag that reflect “personality” of newspaper  Devoted to 2-3 Major NEWS stories w/varied column format (bastard measure)  Tabloid size papers usually feature 4-5 column format (we usually go 3-4 on front page)

9.  Editorials (necessity) should be accompanied by editorial cartoons  Masthead  We will not usually run ads on editorial, opinion, or front pages  Double-truck = middle pages (for us, 8-9)  Make sure all photos face center of section  Avoid placing 1 full pica btw photos and captions.