The basic elements of design are like the ingredients of a recipe. They must be used in the proper combination and proportion to work. A layout may use some but not necessarily all elements.
Line - Any mark connecting any two points. It could be a graphic line, or a string of text.
Shape - Anything that has height and width. Graphics, text blocks, photos.
Texture - The look and feel of a surface. Smooth or bumpy, complicated or simple.
Space - The distance or area between or around things. Does it have breathing room or is it crowded? How is positive (or negative) space used?
Size - How big or small something is. Do the objects in the layout have contrasting or similar sizes?
Value - The darkness or lightness of an area or object. Too much text and crowded graphics give and overall dark value.
Color - Just what is it. Conveys emotion or mood, highlight important items, and so much more!
The Principles of Design
Once you understand the basics, put them together using the recipe dictated by design principles. As with the elements, a layout takes all these principles into consideration, but does not necessarily have to utilize them all.
Balance - An equal distribution of weight. Unbalanced layouts (used with care) can be used for emphasis.
Rhythm - A pattern created by repeating elements. Similar shapes, sizes, colors.
Emphasis - What stands out and gets noticed first.
Unity - All the elements look like they belong together. What holds it all together?
Organize your thoughts
Organization is also important to a successful layout. Arrange your information logically, most important first, then in decreasing order of importance. Catch and hold the reader's attention with headlines and graphics, keep them reading with well-written copy and pleasing design.
Placement on the page can indicate the importance of text or a graphic:
Upper Left - #1
Position of highest prominence, emphasis or importance
Upper Right - #2
Second most prominent
Lower Left - #2
Second most prominent, equal in importance to Upper Right
Lower Right - #3
Least important
How a reader looks at your layout is almost as important as what they read. English-speakers are taught to read from top to bottom, left to right and generally that's how the reader's eyes will travel across a page. You can also direct the way they view the page by the pictures you use and how they are arranged. Some pictures are natural "pointers" such as a person's profile. The reader will naturally look in the direction that the photo is "looking." The composition of photos and graphics also lend themselves to "pointing."
Consider the way your eye travels across the page. You read from left to right, and a harmonious layout will keep with that flow. If you wish to shock the reader, work contrary to their expectations.
The next time you look at a magazine cover or poster or... well...anything... make a note of how you look at it.
One more thing... or two...
Keep your reader in mind while designing and writing your layout. Are they twelve-year-olds? Do you think they'll have at least a high school education? Are they retired Republicans or young Democrats? Different groups of people have different expectations and assumptions of what they read.
Make it easy for your reader to get your message. Use the K.I.S.S. strategy: "Keep it Sweet and Simple." If something looks difficult to read, the reader will probably pass it over for something that appears easy to read.
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