Using Other Design Tools (Design Principles) (Digital Desktop Publishing) Part 2

Pull Quotes

One way to interest readers in the content on a page is to create a pull quote. A pull quote is just what it says. It is a quote pulled from a body of text. Designers try to find a pithy or insightful sentence to use as an enticement to pull readers into an article. Figure 7.7 is an example of a pull quote.

Pull quotes are identified in several ways. Often lines (called rules) or boxes are used to set off the quote. Notice in Figure 7.7 that white space and quotation marks were used to indicate the pull quote. Often a change in font or color is used as an indicator. Pull quotes are text, but they are handled on a page more like a graphic.

Figure 7.7

Pull quotes immediately attract attention on a page. Articles with pull quotes are more likely to be read than those without them.

A pull quote is a statement or phrase pulled from an article. Generally, the most interesting quote is used to attract a reader’s attention.

Pull quotes can be misleading. In an effort to attract the reader’s attention, you may be tempted to use the most intriguing statement in the article. While this is usually a good choice, if it means that you mislead your reader, it is not. Readers count on the desktop publisher to play fair with them. If they are pulled into an article because of a quote that doesn’t reflect the true nature of the material, you have treated your reader unethically. Don’t let the desire to create an interesting document override your judgment.

Callouts

Sometimes pull quotes are referred to as callouts. Actually a callout is more likely to be a label for a particular point in a figure. There may or may not be a line drawing the eye to the point in the figure. Callouts are sometimes identified using boxes or balloons to separate them from the page or image.

Captions

Captions are important page components that are often overlooked.

A caption can be a single word, phrase, or even complete sentences identifying an image. Captions are text that appeals strongly to readers and are often read before any other text on a page. A caption is an excellent way to draw the reader into your page.

Captions should be distinctive enough that it is obvious to the reader that it is a separate text element. The separation can be achieved by using a different typeface, font color, or white space. Captions are usually placed below the image being discussed, but they can also be placed above or to the side. Captions should be brief and to the point. The caption in Figure 7.8 is to the left of the image it is describing and is separated by additional white space. In addition, the font change makes it apparent that it is not part of the text above it.

Callout is a word or words that explain a point in a graphic.

Caption is a phrase or sentence describing a graphic.

Figure 7.8

Captions are a good way to add additional information that might not be included in the actual article.

Web Callouts

Pull quotes are seldom used on a web page. Instead, callouts appear when you click on or near an image or article. These callouts serve the same purpose as captions, providing additional information or a summary of the material.

Anchors

A design technique that is quite useful is to attach elements in such a way that they appear anchored to a page. Anchoring provides a sense of stability to a page’s design. Without anchors elements can appear to be floating on a page without design.

Borders

A border is one way to anchor a page by outlining the edges in a decorative box or frame. Borders can be a single narrow line or something more elaborate. Borders can appear on all four sides of the page or just at the top and bottom. Left and right borders are less common choices because elements on the page appear trapped rather than anchored. Figure 7.9 uses a border surrounding an image to tie together the page. Notice that the Thomson logo at the bottom of the page anchors all the pieces.

Anchors are design tools that tie parts of a page together or elements to the page.

Figure 7.9

Borders can be overused, but they are a good way to anchor a page.

Bleeding

Bleed is a layout design that places an image or block of color so that it ends at the exact edge of the page. Personal printers attached to computers must maintain an unprinted edge, so it is not usually possible to use this technique unless you cut the paper. Color bleeds are generally restricted to professionally printed documents.

Bleed is a design that places a graphic or color so that it extends to the edge of the page leaving no visible margin.

The use of bleeds in a design requires knowledge of how paper is cut to produce the desired result. Creep (the amount of space the press moves the paper while in production) becomes a concern. If you are designing a page that requires printing to go to the edge, you need to consult with your professional printer before beginning the design. A professional will be able to guide you in setting up your page.

You have already learned how the use of bleeding at the edge of a page can create a sense of movement or flow in a page. A bleed at the edge of a page draws the eye towards the edge. A bleed serves another purpose too. Elements on a page that bleed inspire a sense of attachment to the page, creating anchors. In Figure 7.10 the water in the swimming pool and the man’s pants bleed to the edge, attaching the rest of the image to the page. Every element on this page is connected in some way. The entire page is an excellent example of anchoring.

The image of the man with the wet shoes and pants is a good use of a bleed. It is an image that strongly anchors the entire page.

Margins

Margins are the white space that surround all four sides of a page. Margins for desktop published documents are frequently .5 to 1 inch (3p to 6p) wide. One way to create an anchor is to increase the margin so that the white space itself becomes a wide visual border. Use of an extra wide margin is an anchoring technique often overlooked but one that can be quite effective. Compare Figures 7.11a and 7.11.b. Both pages have the same design. Figure 7.11b has a wide margin that creates a picture window effect. This anchors the image in a way that is not apparent in Figure 7.11a.

Figure 7.11a

This figure has a narrow margin that merely outlines the ad.

Figure 7.11b

This figure has a much wider margin. Suddenly the white space of the margin acts as an anchor instead of an outline.