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Chapter 39. Publisher Essentials > Secrets of the Office Masters: What They Tea...

Secrets of the Office Masters: What They Teach in Design School

Designing publications is a skill taught in design school and practiced by trained graphic artists. If you haven't been to design school, then you've missed out on learning techniques that help designers create attractive, balanced, esthetically pleasing publications. Some of these techniques are use of alignment, repetition, and contrast.

  • Align each object so it is flush with a margin or another object, creating strong but invisible lines on the page. Use left-aligned headings over left-aligned text—they look better than centered headings.

  • The principle of repetition requires that objects and formatting elements be repeated throughout a publication to give it a more structured look. Repeat elements like typefaces, your company logo, the colors in your publication, alignment, and the style of image you use. Repeating elements give your design a strong visual identity.

  • When choosing two elements, such as fonts or images, choose those that contrast strongly with one another. Typefaces that look similar actually fight one another visually and are disturbing to the viewer's eye. Typefaces that are dramatically different in style work well together for headings and body text. Look at the fonts used for headings and body text in this book for an excellent example.


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