Planning for Focus and Flow (Design Principles) (Digital Desktop Publishing) Part 1

Objectives

•    Develop understanding of focal point.

•    Learn to establish flow in document.

•    Incorporate white space as design principle.

•    Explore differences between print and web design.

Introduction

In the previous unit you became familiar with various desktop publishing software options. Now you need to concentrate on creating more complex designs. Designing is at the heart of digital desktop publishing. The focus of your design should begin at the point where your reader’s attention is initially drawn, which is the first sight of your page or document. That initial impression is half the battle. Your reader is much more likely to follow your message once you have their attention.

Focal Point

The focal point of a page or document is the place your reader first sees. It may be a graphic, a color, or even text.

A good design makes a point of first choosing a focal point and then building on it. A page without a focal point (particularly an opening page) may be boring. It also can cause confusion, since the reader has no clear idea of where they should begin reading. Pages should never be designed without an intentional focus point.

When making a decision about your focal point, remember the following guidelines:

  • Larger text is noticed before smaller text.
  • Brightly colored text is noticed before black text.
  • Images are noticed before text.

Focal point is the visual element in a page design that the viewer notices first.


Text

We will begin exploring focal points by looking at pages with text only. Figure 5.1a is a booklet that uses various font sizes and attributes, such as bold, to attract the reader’s attention. The first thing a reader notices when looking at the two-page spread is the word "Planting" which is larger than all the other text on the spread.

The text on this page is read in a linear manner, meaning from top to bottom.

Figure 5.1a

The text on this page is read in a linear manner, meaning from top to bottom.

The words in bold such as "Selecting a Site" also stand out, as does the slightly larger word "Mulching." This booklet is meant to be read in a linear manner (one page after another). The various text changes incorporated in the design help pull the eye along from one section to another.

In Figure 5.1b the same text is shown, but the URL is now in red. Notice how quickly your eye moves to that point on the page. Even though the URL is smaller than the word "Planting," its color creates a focal point. By adding this color, the reader is able to quickly locate the URL when returning to the page.

The red URL on this page helps the reader to pick out the information quickly.

Figure 5.1b

The red URL on this page helps the reader to pick out the information quickly.

This page has no focal point. It's an example of how mixing graphics and text on a page can be overused.

Figure 5.2

This page has no focal point. It’s an example of how mixing graphics and text on a page can be overused.

Images

Desktop publishing documents typically consist of more than just text. Most contain at least one image or graphic. A reader’s focus will shift to an image or graphic, since they stand out more than text. In addition, images with bolder colors have more impact than quieter ones. Images of people also pull the eye more than other images. Images inserted at an angle attract attention better than vertical or horizontal ones. Anything that sets an image apart from the ordinary makes it a stronger focal point.

Here are several examples of what can happen when a designer uses an image as a focal point. In Figure 5.2, the small images scattered throughout the page and the equally undistinguished text encourage the eye to wander around, looking for some place to "land." This is a page with serious design flaws or perhaps no design at all.

Figure 5.3 appears to be a better example of a good page design. This certificate is primarily a text document with images added. In this case the images are not as randomly placed as in the previous example.

This 1955 stock certificate is pretty to look at but very difficult to read.

Figure 5.3

This 1955 stock certificate is pretty to look at but very difficult to read.

However, what does your eye see first? Is it the green heavy certificate border? Does the figure of the two people also pull your eye? Does the green seal with the heavy text grab your attention? This design includes too many competing images, and the focal point is unclear. In addition, the text is nearly unreadable because of the font choice. The next unit will discuss the importance of type choices. While the certificate is impressive, it is not an example of good design.

Notice what happens in Figure 5.4b. The addition of the red certification stripe competes for your attention. Which did you see first—the red color or the image? It is surprising how such a small change can create an entirely different focus.

This design pulls your eye to the center of the cover.

Figure 5.4a

This design pulls your eye to the center of the cover.

The addition of the red rectangle distorts the original design of the cover.

Figure 5.4b

The addition of the red rectangle distorts the original design of the cover.

The page shown in Figure 5.5 is an interesting example of color, images, and text. Is your eye drawn to the top of the page first, or to the right side? Do you see the large black text, which is the topic title, or the pink heading titles? What happens when you try to read the note with the swirly background? In many ways this page is just as confusing as the certificate shown earlier.

The color on this page acts as a distraction rather than a focal point.

Figure 5.5

The color on this page acts as a distraction rather than a focal point.

The confidence posters in Figure 5.6a and Figure 5.6b demonstrate how an image that has been rotated to an unusual angle attracts more attention than one that is placed in the more traditional vertical or horizontal position. Both images are exactly the same size and in the same location. Did you find yourself looking at the first poster more than the second one?

The rotation of the board on the poster forces the reader to pay attention.

Figure 5.6a

The rotation of the board on the poster forces the reader to pay attention.

The traditional placement of the board on the poster gives it a less interesting look.

Figure 5.6b

The traditional placement of the board on the poster gives it a less interesting look.

In Figure 5.7, the reader’s eye is drawn to the image of the man with outstretched hands. The image has several components that make it a compelling focal point. The brightly colored shirt up against the dark background immediately pulls in the eye. The content of the image creates a question in the mind of the reader, adding further interest.

With this graphic, a focal point has been established on the page as the place to begin. As a reader you might wonder why the man is making such broad gestures.

You become curious and begin reading the text to find an answer to your question. The designer has succeeded in attracting your attention.

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