Tools of Organization
Grids
Grids establish the overall structure of a page by specifying the placement of text, display type, and artwork. By sticking to this grid your design will remain consistent.
Columns
The most fundamental part of a grid, columns organize text and graphics on a page. The greater the number of columns on a page, the narrower the column and the shorter the line length. This has a profound influence on your document’s readability. Readers scan groups of words rather than individual letters. Extremely narrow columns can be difficult to read because the readers’ eyes have to shift to the next line more often. Conversely, the wider the column the more difficult it is for the readers’ eyes to make a smooth transition from the end of one line to the beginning of the next without getting lost. Column width affects the size and leading of the type you use.
Line length
Column width determines the length of the line. Before setting your column width you need to consider the type size you will be using. The larger the type size the longer the line length needs to be, and, conversely, the smaller the type size, the shorter the line length can be. Leading, or line spacing, also plays a part in this. Small type works well in short line lengths at normal leading. As the line gets longer, however, the smaller the type size, the greater the leading must be. You want to avoid having readers move too quickly from line to line (large type size, short line length) or getting lost from one line to another (small type size, long line length, normal leading).
So, how long should a line of text be? The average reader takes in three or four words per eye movement and comprehends best at two eye movements per line. So, the ideal line has about eight words and contains between 50 to 60 characters. The typeface you select also affects the ideal line length. Serif typefaces were designed for text, so serif lines can be longer than those with sans serif or condensed fonts. For any document, the line length you choose—which governs your margin and column width settings—should be the one that works best with the typeface and context, as well as the document’s content and purpose.
Line length formulas
Number of words
| Serif | Sans Serif | |
|---|---|---|
| Minimum | 5–6 | 5–6 |
| Ideal | 9–10 | 7–8 |
| Maximum | 14–16 | 10–12 |
Ratio of point size to length (in inches)
| Serif | Sans Serif | |
|---|---|---|
| Minimum | Pt x 0.167 | Pt x 0.167 |
| Ideal | Pt x 0.333 | Pt x 0.25 |
| Maximum | Pt x 0.5 | Pt x 0.333 |
Gutters
In designing multi-page documents, pay particular attention to the gutter, or inner space, of facing pages. The gutter size usually depends on the type of binding you have. For ring binding, you’ll need to have at least a 5/8-inch to 3/4-inch gutter to accommodate the holes. Perfect binding, like that used in many books, can lose information if the gutter is too small. It’s best to select the binding you’re going to use and then design your gutter width around it.
Margins
Margins determine the space between the text and edge of a page. Effective design allows breathing room on the page.
Headlines
Use headlines to invite readers to become involved in your advertisement or articles in your publication. This is the most basic text-organizing tool and helps readers decide whether to read the document. They should be as short and concise as possible so they can be quickly read and understood. Design them for impact and readability. When using them with articles in a publication, make sure they appear with the article intended. Too much space between the headline and the article can be confusing for the reader.
Kickers
These brief statements lead into your headline by relating it to other articles or existing information. They can also be used to categorize an article.
Subheads
Break text into manageable segments with subheads. These also provide visual contrast and enhance readership. Readers can quickly locate information. Subheads can be invaluable in a long document. By including them in a table of contents, readers can locate the information they want. Be sure to link them visually with the text they introduce.
Captions
Use captions to tie photographs and illustrations into the rest of your publication. These, along with headlines, are more likely to be read than any other part of a publication. After all, don’t we all look at the pictures first? The caption shouldn’t go beyond the boundaries of the photo it is describing. They are usually placed below the picture, but any side works. Whatever you decide, be consistent throughout your publication.
Headers and footers
Information at the top or bottom of each page can be used to reinforce the publication’s identity as well as serve as a road map to help readers locate specific information.
Jumplines
Use jumplines to inform readers when articles are continued from one page to another. This is the “Continued on page” text. When you continue an article on another page, you can have more flexibility in layout.
Nameplates, logos, and mastheads
A nameplate is a distinctive type treatment of your publication’s title. A logo reflects the nature and philosophy of an entity. A masthead is the listing of editors, subscription, sales and other information found in publications.