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What is layout and design? Well, until recently, layout and design mainly applied to print materials: magazines, brochures, business cards, newsletters, flyers and billboards. However within the last few years, digital media has emerged as one of the fastest growing and most exciting forms of communication. Nevertheless, certain elements of layout and design should be carried out across the board. As always with public relations, messages should be clear and concise. The design needs to keep the target audience in mind, and be a reflection of the message the communicator is sending.
With standard print layout design, it is essential to have sufficient white space; the layout should not overwhelm the viewer. Elements of the design should also be spaced equally, or with some consistency. It is also important to note the placement of elements. The eyes will follow along “pointers.” For instance, if you are advertising for an airline, the plane should not be flying off the page. The viewers’ eyes will fly right off the page with it and on to the next ad.
Another key point to remember: balance. It’s all about how the elements on the page appear to the eyes. Large, denser elements appear to be heavy, and small elements appear to be lighter. Often in print layout design, the larger objects are placed at the center, and lighter objects fill the space surrounding the dense elements. Be careful to avoid trapped white space. White space needs to flow outward off the page for fluidity. For more on the basic principles of design,“Balance – Basic Principles of Design.”
Digital media is exciting in that it adds more interactivity and viewing possibilities. Popular Science, a popular magazine on emerging technology and science, is staying on top of the media in which it reports on: it was one of the first magazines to launch an iPad reading experience. The video below shows how the iPad, and magazines like Popular Science, are changing the way we view, read and share information.
