white space

index

NUMERICS

1:1.618 ratio, 71

1.33:1 aspect ratio, 62

1.78:1 aspect ratio, 62

2/2 color process, 229

2-dimensional design, 5–6

3 × 3 grid, 65, 72

3 × 6 grid, 65, 66

3-ring binding, 63, 231

4:3 aspect ratio, 62

4/4 color process, 123, 229, 248

16:9 aspect ratio, 62

A

accessibility, 211–212

accordion fold, 230

ActionScript, 216

active diagrams, 156

Adobe Flash, 216

Adobe Garamond Pro, 92

aesthetics, 2

aligning bullets, 41

all caps, 40

alley, 61, 245

ambient audio, 189

analogous color, 117–118, 245

anchoring to gridlines, 64

animation

blinking, 33

duration of, 191

file formats for, 191

as focal point, 146

limiting, 191–192

looping, 33

narrative, 33

overview, 190

pacing, 191

timing of, 191

transitions, 146

tweened, 190–191

ANNCR, 178, 245

annual reports, optimal resolution

for, 135

ascenders, 40, 87, 245

aspect ratio, 62, 245

asymmetrical balance, 52, 133, 245

atmospheric perspective, 54

audience, considering when

choosing font, 94

audio

overview, 188–189

sources of, 189–190

storyboarding, 177–178

B

B roll, 187, 245

background music, 189

backgrounds

busy, 38–39

pattern, 206

backlighting, 176, 245

balance

asymmetrical, 52, 133

formal, 52

multiple visuals in layout, 75

as principle of design, 51–52

radial, 51

symmetrical, 37, 52

bar charts, 163

baseline, 87, 245

beauty shot, 171, 245

beta site, 19, 245

binding

margins and, 63

types of, 231

bitmap (raster) graphics, 136, 204

black, 121–122

black and white photography, 49

bleed, 59–60, 245

“blind” emboss, 227

blinking animations, 33

blogosphere, 214

blogs, 214–215

bluelines, 234

body copy, 79

borders

bulky, 35–36

photo, 34

bowl, 87

boxes, bulky, 35–36

brainstorming

dump, 15

morph, 15

overview, 9–10, 15

percolate, 15

techniques to stimulate creativity

cubing, 16–17

fluent thinking, 16

overview, 16

scamper, 16

breadcrumb trail, 210, 246

breaking grid, 65–68

briefs, 15, 20, 246

brightness (whiteness), 223

brochure (letter) fold, 230

brochures, optimal resolution for, 135

budgets, 13–14, 224

built color, 123, 246

bulky borders and boxes, 35–36

bulleted lists, 99–100

bullets

bad, 41

color in, 99

decorative, 41, 99

burning and dodging, 138, 246–247

byline, 79, 246

C

callouts, 148, 162, 246

camera angle, 172–173

canted camera angle, 172

cap line, 87

captions, 24

caricatures, 145

cascading style sheets (CSS), 215, 246–247

centering, 36–37

charts, 157

chatter, 162, 246

cheated margins, 36

classic design, 5

clip art

as alternative to photos, 146

avoiding in logo design, 110

close shot, 170

close-ups, 134, 137, 171, 175–176, 246

closure, 77–78, 246

clotheslining, 65

clumping

focal points, 50

infographics, 160

overview, 37–38

clutter, 37–38

CMS (content management system), 199, 246

CMYK (Cyan Magenta Yellow Black) system

defined, 246

overview, 122–124

setting up commercial printing document, 124

spot color printing, 124–126

coated paper, 221–222

cohesive design, 55

color

analogous, 117–118

in bullets, 99

CMYK

overview, 122–124

setting up commercial printing documents, 124

spot color printing, 124–126

complementary, 117, 246

contrast, 51

designing tips

overview, 127

readability, 128

splashes, 128

visibility, 128

emotion, 113

gray, 119

hue, 119–121

limiting for logo design, 109

management of, 122–123

organization with, 113

overview, 111–112

primary, 117

print versus screen, 121–122

RGB, 126–127, 252

saturation, 119–121

secondary, 117

selecting

by culture, 113–114

by history, 114–115

by nature, 115–116

in sidebars, 82

temperature of, 118–119

tertiary, 118

value, 119–121

visual impact of, 112

color separation, 124, 246

color shifting, 202–203

columns

aspect ratio, 63–64

defined, 61

newspaper design, 101

reliable layouts, 23

comb binding, 231

commercial (offset) printing, 226

Common Fate, law of, 76

communicating with design, 5

comp (complimentary) images, 140, 246

compass, 164, 246

competitors, 11–12

complimentary (comp) images, 140, 246

complimentary color, 117, 246

components, Web page, 205–207

comprehensives (comps), 19–20, 246

computers

democratizing design with, 5

monitors

aspect ratio, 62

color, 127

screen color, 121–122

concept, 17, 246

concept storyboards, 168. See also storyboarding

condensed fonts, 100, 246

content, Web page, 206

content management system (CMS), 199, 246

continuity

defined, 246

Gestalt theory, 76–77

storyboarding, 174–175

contrast

focal point, 50

overview, 51

pairing colors for, 129

cool palette, 118

Cooper Black typeface, 5

coordinating, with existing design, 11

copy, 25–26

copy blocks, 46

copy fitting, 97

copyright law, 143–144

corners, 37–38

counter, 87

Cowan-Neeld, Elizabeth, 16

crawl, 177, 246

creative briefs, 15, 247

creative license, 7

creativity, brainstorming techniques to stimulate

cubing, 16–17

fluent thinking, 16

overview, 16

scamper, 16

cropping, 134, 247

crossbar, 87

CSS (cascading style sheets), 215, 246–247

cubing, 16–17

culture

selecting color by, 113–114

visual, 3–5

curly (smart) quotes, 104, 247, 253

curving lines, conveying movement with, 53

curvy script fonts, 90

custom grid, 64

custom skins, 215

cutaway, 175, 247

cut-in, 175, 249

cutlines

defined, 247

rectangular story, 80

reliable layouts, 24

cuts, 176, 185, 187, 247

Cyan Magenta Yellow blacK system. See CMYK

system

D

dark value, 52

data maps, 163

data visualization, 165

deadlines, planning for, 14

debossing, 227

deck, 79

decorative bullets, 41, 99

decorative fonts

browser support for, 202

defined, 247

overview, 90

pairing together, 93

delivering product, 12–13

DeMille, Cecil B., 178

depth of field, 133, 171, 247

descenders, 40, 87, 247

design

color

overview, 127

readability, 128

splashes, 128

visibility, 128

communicating with, 5

considerations, 15

constraints, 15

defined, 1–2

democratized by computers, 5

driving visual culture, 3–5

elements of

line, 45–46

overview, 43–44

pattern, 47–48

shape, 46–47

size, 47

space, 44–45

texture, 48

value, 48–50

form follows function, 2–3

infographics

overview, 160

tips for all types, 160–163

tips for common, 163–166

logo

avoiding font-du-jour, 110

horizontal, 109

limiting colors, 109

no clip art, 110

overview, 108

reproducibility in black, 109

reversing out, 109

scalability, 108–109

simple shapes, 110

simplicity, 109

testing, 110

type-only, 110

uniqueness, 108

vertical, 109

modular pages, 79–80

newspaper

columns, 101

headlines, 100

justification, 101

overview, 100

pictures, 6–7

planning, 5–6

principles of

balance, 51–52

contrast, 51

focal point, 50–51

movement, 53

overview, 43–44

perspective, 54–55

rhythm, 53–54

unity, 55–56

rules, 7–8

Web

accessibility, 211–212

blogs, 214–215

compared with print, 200–203

components of Web pages, 205–207

fixed layout versus fluid layout, 212–214

home page, 207–210

multimedia Web sites, 215–217

overview, 195–196

planning, 205

preparing graphics, 203–204

SEO, 210–211

sketches for, 18

social networking sites, 215

Web sites, 196–200

words, 6–7

design briefs, 246

design dimensions, 58

detail shots, 137, 247

diagonal lines, conveying movement with, 53

diagonal stress, 87

diagrams, 157, 165

die cutting, 227

digital ads, 12

digital animation rate, 190

digital printing, 226–228

digital stock sites, 140–142

digitally retouching, 138

dingbats, 105, 247

direct-to-plate printing, 234

display fonts

defined, 247

typesetting, 99

dissolves, 176, 247

distributing product, 12–13

diversity in images, 139–140

DNS (domain name server), 197

dodging and burning, 138, 246–247

dolly shots, 174, 247

domain name server (DNS), 197

domain names, 197

doodling, 17

dots per inch (dpi), 134

double parallel fold, 230

downloading video clips, 188

dpi (dots per inch), 134

dummies, 18, 235, 247

dump, mind, 15

duration of animation, 191

E

earthy colors, 120

Eberle, Bob, 16

editing

ethics of, 138–139

video clips, 187–188

electronic color, 121, 126

em dash, 103–104, 247

embossing, 227

en dash, 103–104, 247

Encapsulated Postscript (EPS) format, 134, 136, 247

encoding, 188

environmentally friendly paper, 224

EPS (Encapsulated Postscript) format, 134, 136, 247

.eps extension, 108

establishing shots, 137, 170, 248

ethics

of editing, 138–139

of infographics, 159–160

extreme close-up shots, 170

F

fades, 176, 248

fever charts, 163

file formats

for animation, 191

for images, 134–137

File Transfer Protocol (FTP), 196, 198, 234, 248

fill light, 176, 248

fill-in-the-blank statements, 17

finished size, 228

fixed layout, 212–214

flags, 83

Flash, 216

flat size, 228

flipping photographs, 74

floating visuals, 74

flow, 53

fluent thinking, 16

fluid layout, 212–214

flush left type, 46

flush right type, 46

focal point

animation as, 146

defined, 248

establishing, 35

overview, 70–71

as principle of design, 50–51

focus groups, 10

foil stamping, 227

folios, 83, 235, 248

font families (typefaces), 35, 86, 93, 248, 254

fonts

categories of

decorative, 90

modern, 90–91

old style, 87–88

overview, 86

sans serif, 89

script, 89–90

slab serif, 91–92

transitional, 87–88

defined, 248

display, 99

overview, 86

pairing of, 109

selecting, 92–94

styling of

all caps, 95

bold, 94–95

font size, 94

italic, 94–95

kerning, 96

leading, 95–96

overview, 94

tab/dot leaders, 97

tabs, 97

tracking, 97

using, 92–94

Web projects, 201

foot space (footers), 59, 206–207, 248

Forest Stewardship Council (FSC), 224

“form follows function” principle, 2

formal balance, 52

format, grid, 58

formation, paper, 223

forms, 2–3

4/4 (four-color) process, 123, 229, 248

4:3 aspect ratio, 62

“fourth wall”, 171

framing shots, 171

French fold, 230

FSC (Forest Stewardship Council), 224

FTP (File Transfer Protocol), 196, 198, 234, 248

fulcrum, 52

full close-ups, 170

full shots, 170, 248

full-color process, 123, 125, 229, 248

fully justified, 42, 101

function, 2–3

FX, 178, 248

G

gain, 248

galleries, interactive, 186

Garamond Pro, 92

gate fold, 230

Gestalt theory

closure, 77–78

continuity, 77

creating hierarchy, 78

defined, 248

overview, 76–77

proximity, 77

similarity, 77

GIF (Graphic Interchange Format)

defined, 248

optimizing, 204

overview, 134

glyphs

defined, 248

outlining, 40

overview, 86

punctuation, 103–104

golden proportion

defined, 248

overview, 71–72

graduated headline sizes, 78, 100

grain, paper, 223

Graphic Interchange Format. See GIF

graphical user interfaces (GUIs), 208–209

graphics, preparing for Web design, 203–204

graphics packages

defined, 248

for infographics, 158

graphs, 157

gray, 119

grayscale, 48, 248

Greek text, 73, 249

greeking, 73

green, 114

Green Seal, 224

grid

breaking, 65–68

creating, 61

custom, based on dominant artwork, 64

defined, 249

infographics, 160

layout

boundary, 62–63

columns, 63–64

headlines, 64

margins, 63

type, 64

visuals, 64

overview, 57–58

using, 61

vocabulary

alley, 61

bleed, 59–60

column, 61

format, 58

gutter, 61

live area, 60

margins, 58–59

module, 61

safe area, 60

trim size, 59

unit, 61

grid module (grid unit), 61, 249

gridlines, 58

“grip-and-grin” shots, 133

grouping visual information, 37

GUIs (graphical user interfaces), 208–209

gutters, 61, 249

H

hairline rules, 34, 249

hairline strokes, 39, 249

handheld shots, 174, 249

hanging indents, 99, 249

hard light (low key), 176, 249–250

headers (headspace), 206, 249

headings, 94, 98

headlines

grids, 64

infographics, 162

newspaper design, 100

rectangular story, 79

reliable layouts, 24–25

headspace (headers), 206, 249

hexadecimal code, 126–127, 249

hierarchy, visual, 78

high key (soft light), 176, 249, 253

highlighting text, 148

historic illustration styles, 145

history

of infographics, 154–155

selecting color by, 114–115

home page, 207–210

horizon line, 54, 249

horizontal lines, conveying movement with, 53

horizontal logo design, 109

horsey, 24, 249

HTML (Hypertext Markup Language), 207, 211–212, 215–217, 249

hue, 119–121, 249

hyperlinks, 211–212

Hypertext Markup Language (HTML), 207, 211–212, 215–217, 249

hyphens, 104

I

ICC (International Color Consortium), 122

illustrations, 144–146, 165

images

as alternative to photos

clip art, 146

illustrations, 144–146

multimedia, 146–147

overview, 144

type, 147–151

video, 146–147

content of

clear subject, 133

overview, 132

quality of, 132

well-composed photos, 133–134

diversity in, 139–140

ethics of editing, 138–139

file format, 134–137

interactive galleries, 186

optimizing, 135, 143, 204, 251

overview, 131–132, 184

resolution of, 134–137

selecting multiple photos, 137–138

size of, 134–137

slideshows, 184–185

sources of photos

to avoid, 143–144

digital stock sites, 140–142

overview, 140

photographers, 142–143

impositioning, 225–226, 249

“in between” colors, 117

in house printing, 224–225

inclusive design, 11

infographics

defined, 249

designing

overview, 160

tips for all types, 160–163

tips for common, 163–166

ethics of, 159–160

graphics packages for, 158

history of, 154–155

multimedia, 156–158

overview, 153–154

uses for, 155–156

inorganic patterns, 47

inorganic shapes, 46–47

inserts, 175, 249

inset and offset, 32, 36, 249, 251

inset maps, 164, 249

interactivity

image galleries, 186

multimedia components, 192–194

International Color Consortium (ICC), 122

Internet service providers (ISPs), 196

interviews, 187

“invisible” technology, 193

ISPs (Internet service providers), 196

J

Joint Photographic Experts Group (JPG) format, 134, 250

jump lines, 82

justification, 101

justified rivers, 42

K

Ken Burns effect, 185

kerning, 94, 96–97, 250

key, 164, 250

key light, 176, 250

keyword-rich content, 206

L

layout

errors in

all caps, 40

bad bullets, 41

blinking animations, 33

bulky borders and boxes, 35–36

busy backgrounds, 38–39

centering everything, 36–37

cheated margins, 36

clumping, 37–38

clutter, 37–38

corners, 37–38

justified rivers, 42

naked photos, 34–35

orphans, 41

overview, 31–32

reversing type, 39–40

stroking type, 40

trapped negative space, 38

underlining type, 40–41

warped photos, 34

widows, 41

fixed versus fluid, 212–214

focal point, 70–71

Gestalt theory

closure, 77–78

continuity, 77

creating hierarchy, 78

overview, 76–77

proximity, 77

similarity, 77

golden proportion, 71–72

grid

boundary, 62–63

columns, 63–64

headlines, 64

margins, 63

type, 64

visuals, 64

multiple pages

navigational signs, 82–83

overview, 82

type, 82

visual unity, 82

multiple topics

modular page design, 79–80

overview, 79

placing stories on modular page, 80–81

sidebars, 81–82

negative space, 75

order of, 76–77

organization, 76–77

reliable

columns, 23

copy, 25–26

cutline, 24

flow control, 22

headline, 24–25

margins, 23

overview, 21–22

tags, 26–27

visual, 23–24

rule of thirds, 72

type

adding, 72–73

overview, 69–70

visuals

multiple, 74–75

overview, 69–70

placing, 73–74

lead, 25, 250

leading, 73, 95–97, 99–100, 250

left aligned layout, 36

left justified alignment, 101

legs, 25, 250

letter (brochure) fold, 230

letterforms, 102, 103, 147

lift-out (pull) quotes, 148, 250–251

ligatures, 104, 250

light value, 52

lighting

over, 176, 251

side, 176, 253

storyboarding, 176–177

under, 176, 254

limiting

animation, 191–192

colors for logo design, 109

line art, 46

linear perspective, 54

lines

conveying movement with, 53

as element of design, 45–46

links, 211–212

live area, 60, 250

logos

avoiding font-du-jour, 110

clip art, 110

horizontal, 109

journalism equivalent of, 82–83

limiting colors for, 109

overview, 108

reproducibility in black, 109

reversing out, 109

scalability of, 108–109

simple shapes, 110

simplicity of, 109

testing, 110

type-only, 110

uniqueness, 108

vertical, 109

long shots, 170, 250

looping

animation, 33

defined, 250

slideshows, 185

“lossy” format, 135

low key (hard light), 176, 249–250

M

magazines, optimal resolution for, 135

maps, 157

margins

cheated, 36

grids, 58–59, 63

reliable layouts, 23

matched color, 124, 250

mean line, 87

media literacy, 5

medium close shots, 170

medium close-ups, 170

medium full shots, 170

medium shots, 170, 250

mind dump, 15

MMORPG (multiuser online role playing games), 184

modern fonts, 90–91

defined, 250

modular pages

defined, 250

design, 79–80

placing stories on, 80–81

modules, 61, 249

monitors, computer

aspect ratio, 62

color, 127

screen color, 121–122

monologues, 187

montages, 170, 250

morphing, 15

Motion Pictures Expert Group (MPEG-4) format, 188, 250

mousetype, 27, 251

movement

as principle of design, 53

storyboarding, 173–174

MPEG-4 (Motion Pictures Expert Group) format, 188, 250

mug shots, 75, 251

multimedia

as alternative to photos, 146–147

animation

duration of, 191

file formats for, 191

limiting, 191–192

overview, 190

timing of, 191

tweened, 190–191

audio

overview, 188–189

sources of, 189–190

images

interactive galleries, 186

overview, 184

slideshows, 184–185

infographics, 156–158

interactive, 192–194

overview, 183–184

video clips

alternatives to shooting, 188

editing, 187–188

interviews, 187

monologues, 187

overview, 186

shooting tips, 186–187

Web sites

Flash, 216

overview, 215–216

plug-ins required, 217

SEO, 217

multiple page layouts

navigational signs, 82–83

overview, 82

type, 82

visual unity, 82

multiple topics

modular page design, 79–80

overview, 79

placing stories on modular page, 80–81

sidebars, 81–82

multiuser online role playing games (MMORPG), 184

music bed (track), 178, 188, 251, 254

N

naked photos, 34–35

narrative animation, 33

nature, selecting color by, 115–116

navigation, 206, 251

navigational signs, 82–83

negative space

defined, 6–7, 44–45

overview, 75

trapped, 38

neutral gray, 119

newsletters, 100

newspapers

columns, 101

headlines, 100

justification, 101

optimal resolution for, 135

overview, 100

non-uniform asymmetrical grids, 61

O

offset (commercial) printing, 226

offset and inset, 32, 36, 249, 251

Ogilvy, David, 171

old style figures, 105, 251

old style fonts, 87–88, 251

1.78:1 aspect ratio, 62

1.33:1 aspect ratio, 62

1:1.618 ratio, 71

on-screen type, 177

opacity, paper, 223

Open Type fonts, 86, 251

opinion polls, 10

optical illusions, 45

optimizing images, 135, 143, 204, 251

order of layout, 76–77

organic patterns, 47

organic shapes, 47

organization

of layouts, 76–77

logo design unique to, 108

organizational bloggers, 214

orphans, 41, 251

Osborn, Alex, 16

outer margins, 59

out-of-gamut warning, 124

over lighting, 176, 251

P

pacing

animation, 191

slideshows, 185

pairing colors, 116

panning, 173, 251

PANTONE MATCHING SYSTEM (PMS Colors), 124–125, 129

paper

folds, 230

selecting

feel, 221

look, 221

overview, 220–221

for task, 221–224

treatments, 227

paragraph indicators, typesetting, 97–98

pastel colors, 120

pattern

background, 206

contrast, 51

as element of design, 47–48

rhythmic, 75

tiled, 212

Z, 53

percolating, 15

perfect binding, 231

perspective

overview, 54–55

storyboarding, 171–172

photo release, 142

photo-editing software, 136

photographers, as source of photos, 142–143

photos

alternatives to

clip art, 146

illustrations, 144–146

multimedia, 146–147

overview, 144

type, 147–151

video, 146–147

naked, 34–35

selecting multiple, 137–138

sources of

to avoid, 143–144

digital stock sites, 140–142

overview, 140

photographers, 142–143

warped, 34

well-composed, 133–134

photo-sharing Web sites, 186

pictures, 6–7. See also images; photos

pie charts, 163

PIOs (public information officers), 214

pixels per inch (ppi), 134

planning

design, 5–6

Web design, 205

planning documents, 15

plug-ins

defined, 251

multimedia Web sites, 217

PMS Colors (PANTONE MATCHING SYSTEM), 124–125, 129

point of view (POV), 172, 251

pointer boxes, 164, 251

“police line-up” images, 133

positioning photos, 73

positive space, 44–45

POV (point of view), 172, 251

ppi (pixels per inch), 134

press check, 236–237

primary colors

defined, 251

overview, 117

remembering, 116

prime marks, 104, 251

principles of design

balance, 51–52

contrast, 51

focal point, 50–51

movement, 53

overview, 43–44

perspective, 54–55

rhythm, 53–54

unity, 55–56

print, compared with Web design, 200–203

print ads, design considerations for, 12

printed color, 121–122

printers

commercial/offset, 226

digital, 226–228

in house, 224–225

overview, 224

quick, 225

Web offset, 226

printing

estimates, 228–231

overview, 219–220

preparing document for

overview, 231

proofreading, 231–232

press check, 236–237

product, 237–238

selecting paper

feel, 221

look, 221

overview, 220–221

for task, 221–224

types of

commercial/offset, 226

digital, 226–228

in house, 224–225

overview, 224

quick, 225

Web offset, 226

product

logo design unique to, 108

of printing, 237–238

production storyboards, 168. See also storyboarding

professional licenses, 7

proofreading, 231–232

proofs, 236

proportion, 63

proximity

defined, 251

Gestalt theory, 76–77

public information officers (PIOs), 214

public service announcements (PSAs), 168

puffery, 139

pull (lift-out) quotes, 148, 250–251

pull-down menus, 209, 251

punctuation, typesetter, 103

push shots, 174, 251

Q

quick printing, 225

R

radial balance, 51, 252

raster (bitmap) graphics, 136, 204

readability, 128

Really Simple Syndication (RSS) feeds, 214

rectangular story, 79

recycled paper, 222

red, 114

Red Green Blue (RGB) system, 122, 126–127, 129, 252

reference points, 164, 252

registration, 124, 126, 237, 252

relative size, 54

rendered type, 148–149, 252

Request for Quote (RFQ) form, 228

research

audience, 10–11

budget, 13–14

competitors, 11–12

coordinating with existing design, 11

delivering product, 12–13

design constraints and considerations, 15

distributing product, 12–13

infographics, 160

objective of, 10–11

overview, 9–10

production constraints and considerations, 15

source of content, 14

timing, 14

turnaround, 14

resolution

defined, 252

of images, 134–137

retro color, 114

reversing

decorative fonts, 90

defined, 252

out logo design, 109

type, 39–40

RFQ (Request for Quote) form, 228

RGB (Red Green Blue) system, 122, 126–127, 129, 252

rhythm, 53–54, 75

right aligned layout, 36

right justified alignment, 101

rights-managed images, 141, 252

rolling fold, 230

roughs, 19–20, 252

royalty-free images, 141, 252

RSS (Really Simple Syndication) feeds, 214

rule of thirds, 72, 133, 252

rules, 32, 34, 208, 249, 252

S

saddle stitch, 231

safe area, 60, 252

sans serif fonts, 89, 252

saturation, 119–121, 252

scalable logos, 108–109

scale, 54, 252

scales, map, 164, 252

scampering, 16

screen color, 121–122

script fonts

defined, 252

overview, 89–90

pairing together, 93

search engine optimization (SEO)

defined, 252

multimedia Web sites, 217

overview, 210–211

planning for, 199

seasonally sensitive material, 14

secondary colors, 116–117, 252

SEO. See search engine optimization

sequences, 157

serif, 87, 252

server space, 196

72 dpi images, 203

SFI (Sustainable Forestry Initiative), 224

SFX, 178, 188, 252

shaft, 87

shapes

as element of design, 46–47

simple, for logo design, 110

shooting storyboards, 168. See also storyboarding

shooting video clips

alternatives to, 188

interviews, 187

monologues, 187

tips for, 186–187

side lighting, 176, 253

side margins, 58–59

sidebars

defined, 253

designing, 82

overview, 81–82

side-by-side colors, 117

signatures (sigs), 83

silent films, 184

similarity

defined, 253

Gestalt theory, 76–77

simplicity in logo design, 109–110

single fold, 230

single-page layout, 58–59

site maps, 205, 253

16:9 aspect ratio, 62

size

as element of design, 47

of images, 134–137

sketches, for Web design, 18

slab serif fonts, 91–92, 253

slideshows, 184–185

small caps, 101–102, 253

smart (curly) quotes, 104, 247, 253

smoothness, paper, 223

social networking sites, 215

soft light, 176

soft light (high key), 176, 249, 253

source lines, 162, 253

sources

of audio, 189–190

of content, 14

of photos

to avoid, 143–144

digital stock sites, 140–142

overview, 140

photographers, 142–143

space

defined, 6

as element of design, 44–45

in headings and subheads, 98

specialty paper, 222

spiral binding, 63, 231

splashes, 128

split focus, 15

split screen, 170–171, 253

spontaneous contrast, 119

spontaneous generation, 10

spot color, 124–125, 128, 237, 253

spread, 4, 58–60, 253

standard offset printing, 226

staple stitch, 231

statistics, 159

steadicam, 174, 253

stem strokes, 39, 253

storyboarding

audio, 177–178

camera angle, 172–173

continuity, 174–175

defined, 253

framing shot, 171

lighting, 176–177

movement, 173–174

overview, 18, 167–170

perspective, 171–172

point of view, 172

slideshows, 184

transitions, 175–176

tweened animation, 191

type, 177

stress, 87

stretching type, 212

stroked type, 40, 253

style trends, 3

subheads, 98

subject, logo design unique to, 108

super, 177, 253

surveys, 10

Sustainable Forestry Initiative (SFI), 224

swash alternates, 105, 253

swatch books, 221

symbolic annihilation, 139

symmetrical balance, 37, 52, 253

T

tables of contents, 82

Tagged Image Format (TIF), 134, 254

tags, 26–27, 253

target audience, 94

task, selecting paper for, 221–224

teasers, 82

technology, influence on design, 3

temperature of color, 118–119

templates, Web site, 199

terminal, 87

tertiary colors, 116, 118, 253

text boxes, 157

texture

contrast, 51

as element of design, 48

third-person POV, 172

3 × 6 grid, 65, 66

3 × 3 grid, 65, 72

three-ring binding, 63, 231

thumb space, 23, 253

thumbnail sketches

defined, 253

dummies, 18

overview, 4, 17–18

roughs and comps, 19–20

storyboards, 18, 169

for Web design, 18

Web design, 205

TIF (Tagged Image Format), 134, 254

tiled patterns, 212

tilted camera angle, 172

timeless design, 5

timelines, 165

time-sensitive material, 14

timing

of animation, 191

overview, 14

tints, 120

tittle, 87

tombstoning, 81

tones, 120

track (music bed), 178, 188, 251, 254

tracking shots, 174, 254

transitional fonts, 88, 254

transitions

animation, 191

overview, 175–176

slideshow, 185

video, 147

transparent fonts, 26

trapped space, 75, 254

trim size, 59, 254

trucking, 173–174, 254

turnaround, 14

tweened animation, 190–191, 254

2/2 color process, 229

two-dimensional design, 5–6

type

adding to layouts, 72–73

as alternative to photos, 147–151

defined, 6

drop caps, 102–103

font families, 86

fonts

all caps, 95

bold, 94–95

decorative, 90

display, 99

italic, 94–95

kerning, 96

leading, 95–96

modern, 90–91

old style, 87–88

overview, 86, 94

sans serif, 89

script, 89–90

selecting, 92–94

size, 94

slab serif, 91–92

tab/dot leaders, 97

tabs, 97

tracking, 97

transitional, 87–88

using, 92–94

glyphs, 86

grids, 64

initial, 102–103

layouts, 69–70

multiple page layouts, 82

newspaper design

columns, 101

headlines, 100

justification, 101

overview, 100

open type, 104–107

overview, 85–86

punctuation, 103–104

reversed type, 102

reversing, 39–40

small caps, 101–102

storyboarding, 177

stroking, 40

typeface, 86

typesetting

bulleted lists, 99–100

display fonts, 99

headings, 98

overview, 97

paragraph indicators, 97–98

subheads, 98

underlining, 40–41

typefaces (font families), 35, 86, 93, 248, 254

type-only logo design, 110

typesetting

bulleted lists, 99–100

display fonts, 99

headings, 98

overview, 26, 97

paragraph indicators, 97–98

punctuation, 103

subheads, 98

U

UGC (user-generated content) vehicles, 201

uncoated paper, 221–222

under lighting, 176, 254

underlining type, 40–41

Uniform Resource Locators (URLs), 196

units, 61, 249

unity, 55–56, 82, 174

URLs (Uniform Resource Locators), 196

user controls, 189

user-generated content (UGC) vehicles, 201

V

value

of color, 119–121

contrast, 51

defined, 254

as element of design, 48–50

van der Rohe, Ludwig Mies, 127

vanishing point, 53–54, 171, 254

variable data printing (VDP), 226–227

varnishing, 227

vector images, 11, 108, 136, 204, 254

velobinding, 231

vertical lines, conveying movement with, 53

vertical logo design, 109

video

as alternative to photos, 146–147

editing, 187–188

overview, 186

shooting

alternatives to, 188

interviews, 187

monologues, 187

tips, 186–187

video news releases (VNRs), 168

video-editing software, 186

visibility, 128

visual culture, 2, 3–5

visual hierarchy, 78

visual sightlines, 35

visual weight, 52

visuals

defined, 6

grids, 64

layouts, 69–70

multiple, 74–75

placing, 23–24, 73–74, 80

VNRs (video news releases), 168

voiceover (VO), 178, 254

W

warm palette, 118

warped photos, 34

Web Content Accessibility Guidelines, 211

Web design

accessibility, 211–212

blogs, 214–215

compared with print, 200–203

components of Web pages, 205–207

fixed layout versus fluid layout, 212–214

home pages, 207–210

multimedia Web sites

Flash, 216

overview, 215–216

plug-ins required, 217

SEO, 217

overview, 195–196

planning, 205

preparing graphics

alone, 203–204

with designer or developer, 203

SEO, 210–211

sketches for, 18

social networking sites, 215

Web sites

accessing, 196

creating, 196–198

working with, 198–200

Web graphics

design considerations, 12

optimal resolution for, 135

Web hosting, 196

web offset printing, 226

Web pages

components of, 205–207

home pages, 207–210

Web safe palette, 127, 203, 254

Web sites

accessing, 196

comps, 19

creating, 196–198

multimedia

Flash, 216

overview, 215–216

plug-ins required, 217

SEO, 217

working with, 198–200

Web-related pricing, 14

weight, paper, 223

what you see is what you get (WYSIWYG), 207, 212, 254–255

white, 114

white space, 6–7, 254

whiteness (brightness), 223

wide close-ups, 170

wide-format film, 60

widows, 41, 255

Williams, Frank, 16

Wilson, Sarah, 169

wipes, 176, 255

wireframes, 18–19, 255

wrapping text, 74

WYSIWYG (what you see is what you get), 207, 212, 254–255

X

x-height, 87, 96, 255

Z

Z pattern, 53

zooming, 174, 255