Chapter 1. Setting the Stage

1 Proportional Considerations

Layouts are like stages. The images, headlines, text, graphics, logos, patterns, and colors that fill layouts are like characters on a stage. It’s up to the designer to decide where each character is to be placed, which ones are to play leading roles, and which are to provide support.

But first things first. Do you know the shape and dimensions of the stage you’ll be filling? Are your layout’s dimensions preordained, as in the case of an advertisement, a brochure, or a Web page of a specified size? If so, then you can get directly to the work of coming up with ideas for filling the area inside your layout’s borders with aesthetically effective and conceptually compelling content.

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