1. By: Mrs. Hudson

2. CONTRAST Contrast occurs when two elements are different. The greater the difference the the contrast.

3. Tips for Design SizeColor ValueType

4. Size: Obvious Differences Big and small elements of the same type, such as big and small images and big and small type are the most obvious uses of size to create contrast.

5. Value: Obvious Differences The relative lightness or darkness of two elements to each other can create a contrast in value. Whether with shades of gray or tints and shades of a single color, the further apart the values the greater the contrast.

6. Color: Obvious Differences Use harmonizing, complementary, and opposite colors to create contrast. Be careful with the value of the colors as well. For example, harmonizing colors (adjacent to each other on the color wheel) can appear washed out if there is not enough difference in the values of each color.

7. Type: Obvious Differences Type contrast can utilize size, value, and color to create contrasting typographic treatments. Add bold or italics to create contrast. Mix large type with small type. Combine serif with sans serif type to create type contrast. Set portions of text in contrasting colors or varying values. Changes in type alignment create contrast as does type spacing such as extreme kerning for headlines.

8. Serif vs. Sans Serif

9. BOLD TEXT Use bold to highlight important points. –Be careful not to overdo it. Avoid setting entire paragraphs in bold type (like this) because it is generally harder to read. The reason bold type creates emphasis is that it slows down the reader and forces their eye to really take in the words more carefully. But if you slow them down too much they may just skip over what you have to say.

10. BOLD TEXT (cont.) Create contrast for headlines and subheadings. There are many ways to create contrast between body copy and headlines. Use font size (larger) with bold type (darker) to set apart headlines from the rest of the text. In August, Jana Louise (CA) wrote, "we have tried in the past for a Northern California INK but can't seem to get it going." OK all you Northern California INKers! We hereby challenge you to plan one meeting this fall. Just one meeting. All it takes is two folks (just ask Ann Webber and Patti Duckworth of OK INK) to make an INK chapter. Those of you active in the INK echo or LaserPub have no doubt met Dallas-based Lindy Price. She is anxiously awaiting her first TINK meeting…

11. Additional Differences Other methods of creating contrast include using texture, shape, alignment, direction, movement. Remember, the key is to use a substantial difference. A bold face, a font size change that is barely noticeable, and colors that are too close in value looks more like a mistake than an attempt to provide emphasis or interest.

12. Additional Differences There are some types of literature that people will read no matter how it looks. But for most material, it takes coaxing. It takes careful attention to typographic details to make the reading material look inviting. Three ways to improve the appearance of a page layout are to use space, graphics, and contrast to break up text.

13. Usage of Space

14. Usage of Graphics

15. Usage of Contrast

16. Final Tips 1.When using indents, don't use paragraph spacing to break up text. 2. With very deep indents, pay careful attention to the length of the last line of preceding paragraph. If it is too short, it creates excess, distracting space. 3. Ragged-right alignment usually requires deeper indents. 4.Be careful using rules, they can signal an ending. Use between logical breaking or resting points in long text.

17. Final Tips (cont.) 5.If using ornamental dingbats or other graphic embellishments, keep the style and appearance consistent with the tone of the material and the style of the publication. Very formal ornaments can look out of place in a children's newsletter, just as cartoon characters are not usually appropriate for an annual report. 6. Use adequate contrast. A bold face or a font size change that is barely noticeable looks more like a mistake than an attempt to provide emphasis or interest.

18. Final Tips (cont.) 7. Combine techniques, such as rules with contrast or indents with ornaments. 8. Indents or paragraph spacing should be your primary tool for most text. Use other techniques sparingly.

19. What do you think?

20. References www.about.com