Design: The Basics

Fonts
- Fonts help to convey the theme of the book
- Are we sentimental? In your face? Quiet? Creative?

- Serif fonts: have feet (such as this one)

- Sans-serif fonts: dont have feet

 Colors
- Colors work like fonts: they help convey the theme

- CMYK (cerulean, magenta, yellow, and black): fun,

energetic

- Red: bold and daring

- Light blue: sentimental and soft

- Color palette vs. spot color

- Color palette: same select colors used throughout

the book

- Spot color: choose one color that is most prevalent

in the dominant picture of the spread and that is
the color of headlines, names, etc.
 - Photo packages should always have an odd
number of photos. Dom packages usually
Photo Packaging have 5 pictures, sec usually has 3, tert has 2
or 1 and the quat is usually the ACD.

- Certain amount of space in between each

photo in a package (measured in picas)

- There should always be one column in

between each package (use this to make
your happy box, hold down shift and make a
box in between the columns to get a perfect
square)

- In the dominant package (the biggest one on

the page and the main story), one photo
should be much larger than all the rest

- This should be the best photo!

 - The person in the dominant picture should
always be looking at the headline or the
Photo Packaging copy. If the person is looking up, do not put
the headline or copy below them. Also, make
sure that there is no text that is trapped. This
happens when there are pictures surrounding
the text (in this spread it would happen if
there were pictures on the other side of the
dom copy for example).

- Play around with the bleeds! Depending on

your design, you may want to have the dom
bleed off the corners, the top or the bottom,
or maybe just a few pictures like on this
spread.
White Space
- White space: pages on a
spread where there isnt any
content -- just a white page

- Use one column of white space

to separate packages

- Push all white space to the

four corners
- Never trap white space unless
its done on purpose for specific
stylistic purposes (this rarely
happens)
Margins and The Gutter
- Pay attention to margins outside edge
of the spread

- Shown by pink line on eDesign

- Internal margins: the space between

photos

- Should be consistent throughout the book

- The gutter is the space where the

two pages meet in the middle of the
spread

- Keep faces out of here! When the book is

printed, you will not be able to see them!
Internal Margins
Bleeding Photos
- Purposefully extending the
photo past the bold pink line at
the edge of the spread to make
it bleed off the page

- Usually bleed photos to the

left, right, or bottoms margins
to ground photo

- Full bleed: the photo covers

the entire background of the
spread
Scaling
- Photos within the package, as well as between packages, should be
scaled due to their hierarchy
- Dominant package is the biggest, secondary is the second biggest, tertiary is the
third biggest, etc.

- Largest photo in the secondary package should be smaller than the

smallest photo in the dominant package, and so on

- Used to balance spread and show what package is what level of

coverage (dominant, secondary, etc.)
Example of Scaling
Quaternary
Package

Dominant
Secondary
Package
Package

Tertiary
Package
Infographics
- Fun way to display pieces of information

- Design should be based on content of the package

- Graphs, charts, etc.

Things to Remember
- Design from inspiration
- Pinterest, other yearbooks, advertisements, magazines (ESPN, NatGeo)

- Its not a quick process, so dont give up when you get frustrated

- Content drives design

- Practice makes perfect

- Ask for help if you need it

- Design elements (fonts, colors, graphics that display theme, etc.) should be
consistent throughout the book, but dont be afraid to try new things and
step outside of the box