- simplify all aspects of page makeup - care must be taken to ensure they don't make pages look too alike; imagery plays an important part here: subject, crop, scale and tension can be used to distinguish pages from each other
Headline and Heading
- title of the story usually the largest type size on the layout - aims to stimulate curiosity
Kicker
- it is normally around 40-50 words in length: any longer and it defeats its purpose, any shorter and it becomes difficult to get the necessary information in and can make the page look unbalanced.
Byline
- if the name of the writer or author is well-known it often appears alongside a picture of him or her to form a picture byline
Body Copy
- columns of text are either justified (text filling the column width), aligned left with ragged right, or aligned right with ragged left
- left aligned text is the most common because text that is centered or aligned right can be tiring
- column widths should be narrow enough to read easily but not too narrow as to create rivers of white space
- toward the end of the production cycle, - words must be kerned or lines tracked back to remove a single word at the end of a paragraph, or a single word at the top of a column, or words taken over to improve line lengths
Drop caps and initial caps
- indicate where a story begins
- the former drops below the baseline, the latter sits on it but is bigger than the rest of the body copy
- can sit withing the body copy or outside
- they can be enormous and whole words or symbols.
Crossheads or subheads
- usually sit withing the body copy but may be a larger size, bolder, a color, or set in a different typeface
Quotes, pull-quotes and sound bites
- quote marks form a focal point on a page, and can be used in varying ways to create extra interest
- can be used as long as usage is consistent
- ways of designing pull-quotes include: floating text in a box, running them in a separate column, running them as bands across a whole spread, or using them over pictures
Straplines, section headings, and running headlines
- give structure to the various sections of a publication, identifying or emphasizing what that subject matter, section or feature is about
- lines or rules, blocks, bars, WOB and shapes can be used to give straplines an identity
Icons
- it is helpful to let the reader know if a story is continued overleaf or elsewhere by using "continued on" or "continued from" lines or some form of directional arrow - this is called a jumpline, turn arrow.
Captions
- usually appear near or on an image, giving information about wither that picture's content or the reason for the image's presence and its relationship to the story
Folios
- they work as navigational aid around the issue and are usually in the same place on each page.
Picture credits
- they run on the same page as their image
- either running vertically up the side of the image or in the inside gutter of the page
Boxes, panels and sidebars
- rules, color tints, boarders, different column widths and sans serif faces
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