Layout, Structure and Communication

LAY

OUTStructure and communication- an investigation of layout construction and structure

Contents

Intoduction Inspiration- Cartlidge Levene- GTF- iwant- Dowling Design- Proud Creative- This&That- B&W- Un.titled- Marque- FarrowSucessful and Unsucessful Layout designInfluencedInterviewsGlossaryAcknologments

An Introduction to Layout, Structure and communication- an investigation of layout construction and structure

The past three years have seen me develop as a designer, it could be argued that it is the vast amount of hours that have been spent searching for inspiration from both agencies and individual desingers. Even, just from looking into the somewhat daunting world of design.

This publication offered the opportunity to showcase the world that has become the main inspiration, even my personal driving force for my own design practice. To who ever may view this, it could be seen as an aid to understanding the aims that have developed for my own design work.

After three experimental years, it is nice to highlight that I am a graphic designer with a specialists interest within print based layouts such as publications and editorial designs. This book shows the passion that has developed with this interst being refined and more specific, even with only a selection of the influeces involved.

With all strong and influencial designs comes the design work that might not be influencial for the right reasons. Part of learning is from

the mistakes you make, and by putting forward the designs that are not as strong, it shows the unsucessful layouts that have also aided perosnal designs.

On saying this, there are many people within the design world with a much better knowledge and understanding of working with layout and structure of designs. By including some well-known design agencies/designers opionions on layout design, more reliable facts on layouts and structures can be made.

For a contrast to the inspirational work that has been showcased towards the front of the book, there seemed a good opportunity to include some personal design work that has made up a part of my graphic design degree.

Overall, this is a chance to truly show who I am as a designer, and will remian to be an example of my journey in defining myself as a designer. Layout, structure and communication is the key to a sucessful layout design.

Inspiration for layout design.- This is the section that presents example designs that have become inspiration due to their sucess.

This section of the book is the change to showcase work from simple and straightforward layouts for annual reports, to the larger scale work such as exhibition siganage and packaging. Althought these are different forms of layout, when viewed for their structure, they adhear to the simple, clean and communicate a message through key factors that will be exampled throught the designs.

Many of the designs that have been slected within this section are layout designs that stress the importance of simplisity, even when the layout format is not for a predictable leaflet or flyer, the main importance is the structure. The key to the design being understood is the simplisity of it, the easier to understand the clearer the message.

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Cartlidge LeveneThe layout design here is one that stresses the importance of simplisity within

a layout, even when the layout format is not for a predictable leaflet or flyer, the main importance is the structure. The key to the design being understood is the

simplisity of it, the easier to understand the clearer the message.

1 - Selfridges wayfinding & signage design.

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Cartlidge Levene238 St John StreetLondon EC1V 4PH

Website: www.cartlidgelevene.co.ukTelephone: +44 (0)20 7251 6608

Email: [email protected]

Graphic Thought FacilityEven when a layout design is made into a product, the key element of the design is the simple way in which the information is read. If a design is too complicated it can be hard to read and interpret. The examples shown show the simple use of type and small symbols to naviagte the way around the exhibtion. The use of the colour coding within the signs help people to quickly recoginse thier location.

Graphic Thought Facility23–24 Easton Street, London WC1X 0DS

Website: www.graphicthoughtfacility.comTelephone: +44 (0)20 7837 2525Fax: +44 (0)20 7837 1661Email: [email protected] 1 - Freexe Fair sigange design.

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iWantLayouts that conatin images also need to use the simple structure so that the information can be understood. The use of a grid helps to organise the composition of the design.

iwantUnit 8a Huguenot Place London E1 5LN

Website: www.iwantdesign.co.ukTelephone: +44 (0)20 7247 4200 Email: [email protected] 1 - The guardian wayfinding & sigange design.

Dowling DesignEven when the structure is sorted the design needs to consider the hierache within the layout. This helps to guide the readers eye through the information. This example by Dowling design is a great example of the use of hierache, as without the differences in the point size the reader would become overwhelmed with the vast quantites of information.

Dowling DuncanNavigation House48 Millgate, NewarkNG24 4TS England

Website: dowlingduncan.com/Telephone: +44 (0)1636 612012Email: [email protected] 1 - The guardian wayfinding & sigange design.

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Proud CreativeUnit 16, Second FloorShoreditch Stables (North)138 Kingsland RoadLondon, E2 8DY

Website: www.proudcreative.comTelephone: +44 (0)20 7729 6170Email: [email protected]

Proud CreativeProud Creative is a great example of variation of composition in a publication. The use of the font point size, and weight is one way to define the hierache within the type. This makes the information easier to read and therefore understand, making the design a sucessful one.

1 - Gumuchdjian Architects Publication.

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MarqueWhen designing a publication it is the small and simple details that attract the reader. The use of stocks and finishing effects is a simple way to make the design more detailed and appear to be more sophicated.

This & ThatUnit 27 Tyers GateLondon SE1 3HX

Website: www.studiothisandthat.comTelephone: 0207 407 8200Email: [email protected] 1 - Baillie Gifford book design.

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Un.titledWhen designing a layout, it is good to consider how the design can translate into other

appropriate designs. This example from Nottingham Trent university is one that is very sucessful. The design is simple and stands out, but also it is appropriate for the younger

target audeince.

This second design has a more professional feel to it, this might be as it is aimed at a different and more professional target audience. This therefore shows how it is important

to consider the market before the designing.

1 - Nottingham Trent prospectus publication design. 2 - Nottingham Trent Fashion Week Show Ticket.

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Un.titledFactory 21

Wellington StreetLeicester LE1 6HH

Website: www.un.titled.co.ukTelephone: 0116 247 1111Email: [email protected]

Black & White designLayout design at it’s best uses the knowledge we have developed to create an impact on the design, the understanding that someone is homeless and the use of the cardbox for the packaging is a clever way to emphasise the topic of the publication. Again, the use of the simple grid, and the repeated layout is a sucessful way to develop a straightforward and clear publication.

B&W Studio2nd FloorCastleton MillCastleton CloseLeeds LS12 2DS

Website: www.bandwstudio.co.ukTelephone: +44 (0)113 245 4200Email: [email protected]

1 - St George’s Crypt Annual Review 2006/07 Sleeping Rough

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Studio OutputThis design for De Montfort university degree art show is another example of designing for a younger target audience. The use of the colourful design and simple grid structure helps to present the information in a simplist form.

Studio Output / LondonUnit 5, The Piano Works117 Farringdon RoadLondon EC1R 3BX

Website: www.studio-output.comTel: +44 020 7239 9270Email: [email protected] 1 - Art & Design degree show 09 De Montfort.

“It very much depends on the audience and the context and purpose of the layout will be seen.”- Alex Atkinson, The Consult, Leeds.

These designs for the Pitcher & Piano winter food menu is an example of instant recognition of the images on the design. This shows how the connotations of an image can develop instant understanding of the product.

1 - Pitcher & Piano Winer food menu.

Sucessful Layouts- A layout generally has a job of communicating information to an audience. The sucessful layout designs work to their target audience, using the right tone of voice and appropriate visuals.

Spin - The use of the posters within the poster is a clear visual when presenting the information. The reader is drawn straight to the information that is the most important and then to the more detailed type.

RGB Design - This design is sucessful as it creates an impact from the photography. The design of the publication allows for the photos to the main focal point of the design.

Creative Lynx - Although this is merely the cover to the book, the simple use of the colour allows the contents of the book to be instantly recognised.

SpinStudio 233 Stannery StreetLondon SE11 4AA

Website: www.whynotassociates.comTel: +44 (0)20 7793 9555Email: [email protected]

RGB StudioLeeds LS12 2DS

Website: www.rgbstudio.co.ukEmail: [email protected]: [email protected]

Creative LynxFifth Floor

52 Princess StreetManchester M1 6JX

Website: www.creativelynx.co.ukTelephone: +44 (0)161 228 7756

Email: [email protected]

“The form that a layout of a work takes is driven by the function of the design, the ideas and the information it has to communicate, the medium in which this will occur and the target audience.”- Gavin Ambrose, Format - Basic series, p.87.

“The form that a layout of a work takes is driven by the function of the design, the ideas and the information it has to communicate, the medium in which this will occur and the target audience.”

Influenced.- From understanding to producing.

Influenced is an opportunity to present the skills that have been learnt and theories that have been understood, and the designs they have developed into.

Using examples of my design practice over the course the year seems to be an effective way to highlight how the design context has informed and aided the development of my designs. Not all of the designs have been as well designed as the next, but this suggests that the depth of research is still now informing my own practice.

1 - Tranquil Hairdressers print based layouts.

This design shows the development of the understanding of the target audience. The tas was the change the branding to commuincate with the younger generations.

1 - CR - five inspirational years of CR designers

All of the designs within this publication have inspired me to work closer with publications and print based layout designs. Although the more I work with these sorts of designs the more that is learnt.

Alison Carmichael15 Wymons StreetLondon SW15 1DY

Webaite: www.alisoncarmichael.comTelephone: 020 8789 3509Email: [email protected]

April Issue 2009Page 20

Design Shown:Press ads imagery.

This is where my interest in type developed, I started to see how the branding would fit into the brand itself. An example is the style that it would develop for the future development of the branding, such as packaging. This also was my start to want to develop a skill in packaging and influenced my packaging for a spices range for my final examination for my graphic design A-level.

AlisonCarmichael

Why not associates22c shepherdess walkLondon N1 7LB

Website: www.whynotassociates.comTel: +44 (0)20 7253 2244Email: [email protected]

March Issue 2009Page 24

Design Shown:Typographic tree columns created in collaboration with gordon young at crawley library.


Why notassociates

Feburary Issue 2009Page 16

Design Shown:D&AD Campaign Posters, booklet and tickets.


Spin

92009 Designer Guide

Second year BA(hons) graphic designat Leeds college of Art

“Layout repitition is the key to a good design, clean and simple designs helps the information to be put across well”- Richard & Adam, SBT, Leeds.

Studio Belly TimberSBT are a leeds city based company who work primarily on print based layout designs.

B&W Studio2nd FloorCastleton MillCastleton CloseLeeds LS12 2DS

Website: www.bandwstudio.co.ukTelephone: +44 (0)113 245 4200Email: [email protected] 1 - The guardian wayfinding & sigange design.

In your opinion, what factors can be identitified that can make a layout more sucessful?Adam & Richard: Wheather the design is ledgible, it has to make sence and be clear, but also appeal to the audience. The example of the designs done for Education Leeds is that you have to consider the duel audience, you have to make the design appealing to the younger audience while at the same time considering that the teachers and the parents are going to be reading and seeing the design too. It needs to be visually appealing for the design to work.

What considerations need to be made when developing a layout design for a brouchure such as the Leeds Museum prospectus that you have developed?Adam & Richard: Layout repitition is the key to a good design, clean and simple designs helps the information to be out across well, but if it is too repitative it can be boring and people won’t look through the brief. Sticking to a grid for the structure helps to start a layout design, but don’t be afraid to break the grid a little, all this well help the design to be rigid.

Who/What has been your inspiration for your design work?Adam: Alan Mitchell always inspired me with the letterpress design work that he produced, Ed Fella and his after the event posters which are very illustration based. Jamie Reid without doubt is a current influence of my design work.

Richard: I was awlays influenced by such things like record covers and this lead to me finding the designer, usually TDR. My influence came form my interests in music and skateboarding.

Both: Saville is a designer who has always influced the deisign work that was being done, the other influences have changed over time and as design interests have changed.

When you develop a design, in what order do you undertake a project and then in which order do you work?After the meeting with the client, we always brainstorm the ideas we have and choose a direction that we can both work on. We tend to work together on a brief, but after the initial concepts we both usually

sribble some designs down, especially it the brief is for a logo design. But scribbles is all they are, as we don’t have time to spend a lot of time creating designs, we have to work fast so choosing one idea and running with it is the only way to work.

It is also easier to work when you can share roles with each other, we both design, Richard does more of the accounts but we both get the chance to work on briefs. I would say that 40% of our time is spent of designing, the rest is on answering emails, accounts, getting quotes, meeting and pitching to Clients.

Do you have any last minute tips for designing a layout for a book or brouchure?You have to start with a structure, this structure will help to make the design and usually the grid you work with will give you that structure.Stick to one or two fonts within a layout, do not feel the need to go overboard with the fonts as it will just confuse the design.A page plan will always help with the planning of a publication layout. 1 - SBT Design work - Leeds museum prospectus

Is this a 3D layout, mock-up style or planning on files such as Indesign?Due to the little time we have on briefs, we don’t get the chance to make the mock-ups for clients anymore, not even if it is just for the planning of the brief. I have to admit when working within a smaller company like STB you get more chnace to do these kinds of things, you have the time to meet the client and speak to them direct, contact the printers and create mock-ups. In a smaller company you are expected to do more than just design. We tend to write a list of the pages and make a draft document with the notes in so if you scroll to a page you know what your doing. With large publication layouts it is easy to get lost.

By asking this question I aimed to understand the specifications that can make a layout design sucessful. This is something that within understanding can boost the effectiveness and the quality of the designs that are produced.

Q: What factors can be identified that can make a layout more sucessful?A question posed to SBT about design for Information layouts.

A: “you have to make the design appealing to the younger audienceat the same time considering that the teachers and parents are going to be seeing the design too.”

SBT highlighted that if the audience is kept in mind when designing, it can aid the sucess of the design. It will allow for the style and the

overall feel of the design to remian the main focus and therefore tranlate the information in an appropriate form for the target audience.

Gavin AmbroseGavin Ambrose

Gavin AmbroseBrandfold CottageNorth RoadGoudhurstKent TN17 1JJ

Telephone: 01580 211130Mobile: 07769 56 33 77Email: [email protected]: www.gavinambrose.co.uk

Ambrose is a graphic designer, who has developed a wide knowledge of publishing.

I think it was a culmination of being in the right place at the right time. I completely agree that the principles stand the test of time, I just feel it’s a pity that Bauhaus seems to have become a ‘style’ rather than a set of principles. There is too much design now that pertains to appear like Bauhaus, rather than using the principles of terms of thinking.

When you develop a design in what order do you undertake a project and then in which order do you work?I always read everything first, then try to find a set of rules or guides to apply - otherwise I think you can get lost very quickly.

Do you have any last minute tips for designing layout for publication?Never be afraid to start again. Inherent in the design process is the belief that design is a process whereby one thing leads to another. Sometimes you can get too close to a design, a case of ‘can’t see the wood for the trees’.usually

What considerations need to be made when developing layout design for education or publication?I believe that there are two main elements. To ‘chunk’ information into understandable modules, and secondly to make things interesting and accessible.

Who/What has been your inspiration for you design work?I have many design heros, work I admire etc, but Morag Myerscough is undoubtedly one of the most interesting and inspirational designers. She constantly manages to turn design on it’s head, reinvent, and ultimately create – create in the true sense of the word, i.e. bring something that wasn’t there before.

I’m also a big fan of Fayderbe/DeVringer in Holland, for their subtle touch, and Brett Phillips at 3 Deep Design (Australia) who have a poisonously good execution of design and a sense of style, being the equivalent of high end fashion for the design world.

What do you think made the BauHaus so successful in Layout?

The Consult Design Limited Gledhow Mount Mansion Roxholme Grove, Leeds LS7 4JJ

Website: www.theconsult.comTelephone: 0113 262 2700 Email: [email protected]

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The Consult

Q. When you develop a design for the annual reports for education, for example Anglia Ruskin University. What approach do you take to make the design layout a more successful design?

A. There is no hard and fast rules to layout but JM Brockmann is always a good start. It very much depends on the audience and the context and purpose of the layout will be seen. We take into account lots of things – RNIB guidelines, reading prowess, market factors like competition etc. and then work out what the best route will be. Often the client will have some valuable input so this is also a key factor and sometimes this route is then tested with focus groups. Other times it’s a gut feeling that you know something just works. Very much horses for courses. 1 - The guardian wayfinding & sigange design.

The consult design company design a range of design formats from exhibiton designs to the more hand held prospectus designs. Even though there is a very noticable contrast between the two formats of design, the designs remain very sucessful and appropriate for the target audience.

“A Grid is the foundation upon which a design is constructed”- Gavin Ambrose, Format - Basic series, p.87.

Glossary- Glossary of Terms you might find interesting for layout based design. This section is aimed at helping you to work you way through starting to design print based layouts. It will look at the definitions of grids, such as margins, coloumns, gutters which are the basic terms of the grid.

ISO & Paper Scale of the design work has an impact on the layout that is being designed. When creating a layout document one of the first specifications that is required is the size of the document. This provides the A-scale, B-scale and custom sizes, however the most common is the A-scale sizes which range from A8-A0.

FormatA8A7A6A5A4A3A2A1A0

52 x 7474 x 105105 x 148148 x 210210 x 297297 x 420420 x 594594 x 841841 x 1189

The second requirement is the set up of the page, this is the basic structure of the design that will be worked to. The basic terms that will be asked are based around the Gutters, Margins and Columns.

The Grid

MarginThe margin is the area essentially the boarder that surrounds the page document

GutterIs the space that is in between the columns to help define the columns. It is also the margin between each page.

Column These are the spaces that help to organise the composition of the bosy of text within the page, this is what helps to make the page more readable.

Interview with Wendy Beattie from Concept Merch.

Q: Do you have any last minute advice for a designer who is working with finishing effects?

“Try not to be too clever, keep it simple and devlop it with the design to get the most out of them develop and play with depth of the design and the effect. You need to keep it simple as it can be so effective. If you try too much it can get too much, think of the simple ways to use it.”

Acknowledgments- Thank you for all for all your help and responces to aid me with this publication.

Agencies/DesignersSBTGavin AmbroseChris JacksonWendy BeattiePaul HeatonAlex Atkinson

TutorsJustin BurnsJoe GilmoreFred BatesLorenzo Madge

Layout, Structure and Communication

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