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The Complete Graphic Designer by Ryan Hembree

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63
Page Layout & Design
A painter works with a brush on canvas, a sculptor, a chisel
and stone, and a graphic designer, a computer and a blank
page. While the fi ne artist typically has a personal opinion
or expression they want to display, the designer must con-
jure up a way to display someone else’s message and also
have it resonate with the intended audience. Printed collat-
eral for mass reproduction and consumption is the product
of concept development, composition, and creative execu-
tion. To this end, page layout and design are fundamental
skills the designer must master in order to
create effective work.
Chapter 3: Page
Layout
Design
and
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64
Page layout is a general term used to describe the look
and feel of any printed piece of communication that
is designed to solve a visual problem. These solutions
can come in various sizes and shapes. From simple
postcards, one-page pamphlets, and sales sheets to
oversize posters, multipage brochures, and books, it is
a designer’s responsibility to determine and create an
effective visual translation of the client’s message. The
wide-spread availability and popularity of page-layout
software has created an entire industry of nonprofes-
sional desktop publishers who know how to use the
computer programs, and have limited knowledge of
typography and page layout, but do not necessarily
have the talent or eye for good design. The true graphic
designer has a thorough understanding of the fi eld
to determine the most effective design for his client’s
needs, and the experience to educate the client about
the intricacies of page layout and design.
A simple composition with bright
colors, dominant elements, and a
clear message makes this poster
stand out from others.
Design: Greteman Group
This promotional pocket folder for Pitney Bowes uses
blind embossing of mail-related indicia on the outside of
the cover and a unique pocket in front for the brochure.
The brochure itself is very clean and corporate with
strong visual images, bold colors, and simple graphics.
Design: And Partners
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Page Layout & Design
65
Vivid imagery combined with nostal-
gic images draws upon the history
and tradition of Plum Creek Golf
Course. Old West-style headings and
initial caps reinforce the heritage of
the converted horse farm.
Design: Lodge Design
The playful use of typography can
add visual interest to a page layout,
especially when mixed with the
dramatic use of color and imagery.
Design: Greteman Group
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The basics of page layout should
accommodate adequate white space
and margins to allow for easy reading
and comprehension. Text should not
be placed too close to the gutter. In
the event that a headline or piece of
text does need to span the spread,
have the space between words cross
the gutter or loosen kerning between
letters within the word.
Design: SamataMason
Spread
Gutter
Column
Margin
Margin
LIVE AREA LIVE AREA
VERSO
page
Bleed 1/8" around trim
Page Trim Marks
Margin
Margin
RECTO
page
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Page Layout & Design
67
Brochures redesigned for the Marion Koogler
McNay Art Museum in San Antonio, Texas, use
a simple grid structure to achieve consistency
among the museum’s collateral. The grid may
be used with one, two, or four columns of text.
Design: C&G Partners
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