(4) Elements should be arranged on the page to form an interesting
pattern for the eye to follow.
e. Summary. The goal is to arrange elements on the page so that the
eye moves across and down the layout.
We know, for example, that
photographs, headlines, illustrations, and captions are strong attention
getters.
Properly positioned, they serve as guideposts pointing out the
readers' visual route through the page.
20. Types of Layouts.
There are more than a dozen different types of layouts used in newspapers
and magazines today.
Some are just slight modifications of others.
What
sort of layout is best? There is no black and white, correct or incorrect
answer. Publications use different styles as the creativity of the people
on the staff varies. Significance of the subject matter also may impact on
the choice of layout. Take a look at some of the page designs illustrated
in figure 1-13.
a. Informal Layouts. Flexibility and appeal are the main attributes of
informal layouts.
There are scores of variations of this easy-moving and
easy-reading pattern.
In informal layouts, emphasis goes on nearly every
element through the use of large bold headlines and large pictures. One of
its major drawbacks is that it's prone to overcrowding.
Elements in an
informal layout should be kept to a minimum.
b. Balance/Contrast Layout.
Balance/contrast layout is perhaps the
most difficult layout to use. We are concerned here with the balancing and
contrasting of masses of elements not so much the individual elements. This
format is not only difficult to layout, but often difficult to understand
and imagine. It is best left to experienced layout men.
c. Horizontal Layout. The horizontal pattern evolved from readability
studies.
Tests showed that readers thought they would spend less time
reading blocks of type set horizontally--that is, across several columns,
than reading blocks of type set vertically, down a single column.
One
pitfall editors should avoid when using the horizontal pattern is its
overuse. It should be used sparingly to avoid monotony.
d. Modular Layout.
Modular is a contemporary design.
Its overall
basic pattern is a simple combination of horizontal and vertical rectangles.
Unusual shapes should be avoided.
Modular is a highly flexible pattern,
offering make-up editors a wide range of designs for visual impact.
Its
uncluttered, orderly appearance affords readers easy accessibility to every
element on the page.
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