Layout Theory

Question 1

What’s one of the most impactful elements of design?

Answer 1

The use of photography

Question 2

Why do we crop images in a particular way?

Answer 2

Because it can change the viewer’s focus as well as our moods

Question 3

What’s the advantage of using a photo with unique angles & subject matters?

Answer 3

We can make the headlines interact with the photo

Question 4

How can we add to a dull layout design?

Answer 4

Using vivid, colourful photos

Question 5

What kind of photos bring a more dramatic effect to a design?

Answer 5

Black & White

Question 6

How can we increase the dramatic effect of a design while using photos?

Answer 6

Adding a single-tone or a duotone

Question 7

What app uses the single-tone or duotone effect in its filters?

Answer 7

Instagram

Question 8

How do we make a compelling layout?

Answer 8

• We start with a large headline (we can also work on the kerning to add space between the letters) or a main attention grabber and we use colour in contrast with the colour of the background.
• We make sure the headline is not too long. We can add the rest of the remaining text
  in a complementary headline or subline, which is good to add anyway. Changing the colour of the sub-line is also a good idea.
• We add a powerful photo not larger than the headline as it can always work wonders.
• We break down the information in any
  way we can. Ex: We divide the text into smaller blocks, with a headline the same colour as the subline mentioned above.

Question 9

How do we create a nice synergy between fonts, photos and design elements?

Answer 9

• Tweaking the photo in such a way that the text seems to fall in place
• Using even white spaces between the design elements providing consistency
• Pairing 2 fonts like a strong serif and sans serif so that they don’t compete with each other

Question 10

What is the job of the person in charge of communicating a large amount of information to the viewer?

Answer 10

It’s to organise the information in a manageable, digestible way.

Question 11

How can you make the large amount of info more digestible and organised?

Answer 11

Prioritising certain parts of the layout by its position and composition of elements.

Question 12

What do we have to prioritise if we have to sell a product?

Answer 12

The photo of the product

Question 13

What do we prioritise if we want to deliver a strong message?

Answer 13

The text. Turning it into the design itself makes the message more clear.

Question 14

What are examples of bad design layouts?

Answer 14

• Poorly placed photos
• Too many photos
• Awkward cropping
• Too much info for the viewer to read

Question 15

What do we need to do to entice and lead the viewer on a journey through our design?

Answer 15

This can be achieved by creating a clear, organized design layout that directs the viewer’s attention from one key element to the next.

Visual hierarchy, such as size, colour, and placement, will help guide the viewer through the design in a planned order.

Additionally, smooth transitions and strategically placed focal points can further entice and engage the viewer as they navigate the design.

It’s important to consider how each element flows into the next to create a cohesive and captivating experience for the viewer.

Question 16

What is the priority list in terms of layout for a concert flyer?

Answer 16

1. Set the mood and tone by adding the right Photo of the band which is the first thing they see
2. The band name
3. Date of concert
4. Time and location
5. Where to buy the tickets

Question 17

What does a uniform and rigid layout with perfect alignment communicate?

Answer 17

Professionalism
Cleanliness
Tidiness

Question 18

What’s White Spacing?

Answer 18

It’s the spacing between elements

Question 19

What feelings does a large amount of white space evoke?

Answer 19

It evokes a feeling of openness & expresses a feeling of calm

Question 20

Why tight spaces are bad?

Answer 20

They can spark emotions of anxiety, a sense of anger or urgency

Question 21

Why is the overall/Balance of a design composition important?

Answer 21

To evoke the desired emotional response

Question 22

Why is white space important?

Answer 22

It gives the design the chance to breathe, it feels much better

Question 23

What’s Design Composition?

Answer 23

Design composition is the arrangement and organization of visual elements within a design to create a visually appealing and harmonious layout.

Question 24

What’s the focus area of a design?

Answer 24

The focus area of a design is the specific part or element that draws the viewer’s attention and communicates the main message or purpose of the design.

It is where the visual emphasis is placed to guide the viewer’s eye and create a focal point.

Question 25

What’s the focal point of a design?

Answer 25

The focal point of a design is the main area that draws attention and communicates the primary message.

Question 26

How many focal points should we use?

Answer 26

1

Question 27

What makes an effective layout?

Answer 27

An effective layout in design is characterized by several key factors:

1. Visual Hierarchy: A well-structured layout should establish a clear hierarchy of elements, guiding the viewer’s eye from the most important to the least important information.
2. Balance: The elements within a layout should be evenly distributed and balanced to create visual harmony. This can be achieved through symmetrical or asymmetrical arrangements.
3. White Space: Utilizing white space (or negative space) effectively helps give breathing room to elements and improves readability and clarity of the design.
4. Consistency: Maintaining consistency in terms of fonts, colors, spacing, and overall style throughout a design helps create unity and coherence.
5. Alignment: Proper alignment of text, images, and other graphic elements creates orderliness and enhances readability.
6. Simplicity: Avoiding clutter by keeping the design simple and minimalistic allows for easy comprehension and better user experience.
7. Contrast: Using contrasting colours, sizes, or shapes helps highlight important elements within a layout while creating visual interest.
8. Functionality: Tailoring the layout to meet its intended purpose ensures that it effectively communicates information or fulfils its desired function without sacrificing aesthetics.

Overall, an effective layout takes into consideration both aesthetics and functionality while considering principles such as balance, hierarchy, consistency, simplicity, contrast, alignment, and white space utilization to deliver a visually pleasing design that effectively communicates its message or purpose.

Question 28

How do I know when to make a simple or complex layout?

Answer 28

The decision to make a simple or complex layout depends on the specific requirements and objectives of your project. Here are a few factors to consider when deciding:

1. Content: Consider the type and amount of content you need to present. If you have minimal content or want to focus on a single message, a simple layout may be more effective. On the other hand, if you have extensive information or multiple messages that need to be conveyed, a more complex layout might be necessary.
2. Target Audience: Think about your target audience and their preferences and expectations. A simple layout may be more suitable for audiences who prefer clean, minimalist designs with easy-to-digest information. A complex layout might be appropriate for audiences who appreciate detailed visuals or interactive elements.
3. Purpose: Determine the purpose of your design project. If it is meant to convey important information quickly and efficiently, simplicity might be key. However, if creativity, innovation, or storytelling is essential in achieving your goals, a more intricate design could better serve those purposes.
4. Brand Identity: Consider your brand identity and how it should be reflected in the design concept. Some brands thrive on simplicity and minimalism as part of their identity (e.g., Apple), while others embrace complexity and intricate designs (e.g., luxury fashion brands). Aligning with your brand’s personality can guide your decision-making process.
5. Skills/Resources: Assess the skills and resources available for creating the layouts you envision accurately. If you have limited time, budget, specialized software skills, knowledge etc., a simpler layout may save time, be easier to create, and require fewer resources than creating something complex which demands higher expertise like 3D modelling etc..

Ultimately, choosing between a simple or complex layout requires careful consideration of these factors along with an understanding of what will best meet the needs of your specific project and target audience.

Question 29

How do I know which emotion I need to evoke?

Answer 29

Determining which emotion to evoke depends on the goal and context of your project. Here are some steps to help you identify the desired emotion:

1. Define the Objective: Clearly articulate what you want to achieve with your project. Is it to promote a product, motivate action, entertain, inform, or something else? Understanding the purpose will guide your decision-making process.
2. Identify Your Target Audience: Consider who your intended audience is and what emotions they are likely to respond to. Think about their demographics, psychographics, values, interests, and preferences. Research or conduct surveys if necessary.
3. Consider Brand Personality: Reflect on the personality of your brand or project. What emotions align with its values and essence? If you have an established brand identity or tone of voice guidelines, refer to them for guidance.
4. Analyze Competitors: Study similar projects or products in your industry and analyze how they evoke emotions in their target audience. Look for recurring trends or successful strategies that resonate with people.
5. Storytelling Approach: Determine if storytelling will be a part of your design concept as stories have a powerful impact on evoking emotions.Choose themes,characters,messages etc.,which can convey such emotions effectively through narratives.

6.Research Psychological Associations: Familiarize yourself with psychological associations tied to different colors,symbols etc., certain visual elements like colors,symbols can evoke specific emotions.Learn about color psychology,the meaning behind various symbols,and how these concepts can be used strategically in design.

7. Test and Iterate: Once you’ve identified potential emotions associated with your objective, test different variations of design elements like colour schemes, image selection, copywriting style etc., to see which ones resonate best with your target audience. Gather feedback from focus groups, polls etc., and use it as data-driven insights during iterations. Utilize tools like A/B testing wherever applicable.

Remember that evoking specific emotions may not always be appropriate depending on the nature of your project. For example, a healthcare campaign may aim for trust and empathy rather than excitement. Always consider ethical considerations, social responsibility, and cultural sensitivities when choosing which emotion(s)to evoke

Question 30

How many different layouts we might develop for a typical client project?

Answer 30

2-3 different layouts

Question 31

Why does giving yourself and the client different layout options help?

Answer 31

It sparks new ideas

Question 32

What’s Resolution?

Answer 32

The amount of dots/pixels per square inch. Dpi.
The more pixels per square inch, the better the resolution.

Question 33

What is the minimum Dpi requirement for digital images & docs?

Answer 33

72 Dpi
PC & Phone screens display 72 pixel x inch
300 Dpi
For Retina Screens with higher resolution

Question 34

How does the choice of Dpi affect the size of a file?

Answer 34

The higher the resolution, the higher the file size

Question 35

Why is it better not to exceed 300 dpi?

Answer 35

Because sometimes there’s a file size restriction

Question 36

What does DRP stand for?

Answer 36

Digital
RGB
Pixels

Question 37

What does PCIB stand for?

Answer 37

Print
Cymk
Inches
Bleed