Structure and Layout

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There are general rules that can be applied to most layouts but, as most people have found at some time or other, rules are there to be broken. However, the basic guidelines for layout provide a good basis from which to develop creative ideas for communication—and an underpinning structure helps to give a design cohesion.

When a picture is framed there is often a larger space at the bottom of the mount than at the top. This conveys a balanced feel so the picture or image does not look as if it is about to drop off. This principle has traditionally been used as a guideline for margin construction to ensure pleasing proportions in the structure of a page.

There are certain factors that should, normally, be taken ...

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