The Elements of Graphic Design - Communicators Job

CGR 115

Communicators Job

"The principle goals of page layout are visual recognition and legibility. These goals are accomplished through consistent typography, effective use of white space and graphics, and controlled use of [lines]... A repeated visual logic guides the eye and helps the reader scan. A gernous amount of white space is reserved as a blank presentation are allowing headings to "pop out" and wide graphics to be extended." Xerox Publishing Standards (Page 6) 

The chief responsibility of the visual communicator is having the material on the page read and absorbed. When putting information on a page, you have to really think about simplicity, you want the information to be scannable rather than having to read through everything to understand the main parts. 

White space is a part of design that isn't utilized as often as it should be, it can be an essential part of design. White space is a balance between text, emptiness, graphics and color. The communicator needs to be able to show the meaning of a message in their design work that shows the point of the design. Utilizing white space to show the message is something that most people don't focus on, but it can make the text more readable and understandable in the piece. There needs to be an even amount of text and white space. When there is too much text on a page, the reader won't want to take the time to read through it all, but if you bring certain pieces out on the page by changing their coloring, bolding them or some other way to make them stand out, then that is what will attract the readers attention. 

It is hard to keep a readers attention while still putting everything into a design that is needed. If there isn't enough text, the reader might not understand the message or the point, and think the design is dull, but with too much, it becomes overwhelming and unreadable. The job of the communicator is a difficult one, but when pulled off correctly, it can be an amazing piece.

Source: The Elements of Graphic Design
             Alex W. White
             Allworth Press, New York 2002. 1st Edition