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Optical Centre
Readers sub-consciously
focus in on a spot slightly above and to the left of the physical centre
of a page. This is called the Optical
Centre of the page.
The
Optical Centre is where you want to place an important
feature of your ad, because this spot will get the most, and first
attention. If a reader is 'scanning' the page, this is probably
where their eyes will begin. |
Fig. 1 |
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This ad uses what is called
a "Drop-Cap" on the first word of the main paragraph. Putting
this Drop-Cap at the optical centre of the page tends to lead the
readers eyes to an important part of the ad.
A common premise in
advertising is that if you can "hook" or capture a reader's interest, the
reader is more likely to continue reading the entire ad. |
Fig. 2 |
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"Zed" Pattern
Human beings tend to read,
or scan, in a zed pattern. The eyes flow in a left-to-right,
top-to-bottom pattern, much like an old-fashioned typewriter. If you
design your ad accordingly, you will increase the chances of the reader
paying attention to the majority of your ad. |
Fig. 3 |
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This ad takes advantage of
both the Optical Centre condition, and the natural tendency to "Z" scan a
document. The heading of the bulleted list draws attention to the
features of the vacation homes, the subject of this ad.
Bulleted list are a popular
component of a flyer or brochure. Bulleted lists often facilitate an
appropriate use of white space in a document. |
Fig. 4 |
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White Space
The term "white space"
refers to amount of blank area in a document that does not contain any
text or graphics. In creating a pleasing ad, the amount of white
space can be just as important as the amount of graphics and text.
This restaurant menu
contains too much white space, or at least, too much in one area (between
the test columns). |
Fig. 5 |
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Here is the same menu with
a very slight makeover. The columns are brought closer together to get rid
of the big gap, and a series of dots are added to facilitate left-to-right
scanning. A simple graphic at the bottom balances things off nicely. |
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Here is a document with too
little white space. A common mistake in designing advertisements is
to try to put too much information on one page. You may be paying
'per page' printing costs, but this is not the way to economize.
An ad is not an encyclopedia. |
Fig. 6 |
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Rivers of
White
Rivers of White is a term
given to a 'natural' phenomenon where the natural placement of text leaves
white channels of space in a top-to-bottom orientation.
Although this can not in itself be considered a mistake, it does produce
an un-pleasing visual.
How do you fix it? There is
no magic answer. Experiment with paragraph widths, font size . . .
whatever works.
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Fig. 7 |
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Symmetry &
Balance
Visual Symmetry & Balance
can be equated to physical balance of objects on a scale. In this
example, one large graphic or text block can be balanced with two smaller
objects. We are not measuring to scientific equalities, just to
whatever looks pleasing to the eye. |
Fig. 8 |
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Examples of asymmetrical
balance. Keep in mind that balance in design is interpretive, not an
exact science.
In the business card to the
left, notice the Novell logo in the top left corner balancing the
Microsoft Logo in the bottom right. The CompTIA logo balances the block of
text in the top right corner. |
Fig. 9 |
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In the menu the ice
cream picture attempts to balance the overall size of the large block of
text to the right.
The information block on
the lower left somewhat balances the silhouette of the coffee cup on the
right. |
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Fig. 10 |
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Widows
and Orphans
Pay particular attention to the tops and
bottoms of columns and pages.
- Widows:
The last line of a paragraph that is forced onto a new page
- Orphans:
The first line of a paragraph that is separated from the rest by a page
break.
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Fig. 11 |
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Rule of
Thirds
The "Rule of Thirds" is a
guideline used in professional photography as well as in Graphic Design.
It is a rule that can be broken, but generally, it means that points of
interest in a photo or graphic should be placed near one the intersections
created by imagining the image divided into thirds, as shown in Fig. 9.
Framing your image in this
manner can create a more dramatic effect than if you had perfectly
centered the image.
The sunset on the water is
the most significant feature of this photograph. Notice how it
intersects with the "thirds" dividing lines. |
Fig. 12 |
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The preceding examples are
meant only as a guide. There are a lot of factors going in to making
a good advertisement. I like to follow an adage taught to me in
Architectural Design:
You can measure all
you want, follow all the rules, and do everything you have been
taught, but the bottom line is: If it doesn't Look
right - it isn't!
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