Elements of Page Architecture
By Marcia M. Feisal, MA
Assistant Professor
Speech and Mass CommunicationJournalism
What is Design?
• It is a process, not an
event.
• Includes the appearance as
well as the content of the
message.
• It means asking questions
about the audience and
implementing answers.
• Placement & proportion
• Shadow and light
• Contrast and unity
4 Aspects of Planning
1 Audience
2 Message
3 Environment
4 Competition
Six Steps to Success
• Establish goals and
organize material.
• Choose format and layout.
• Choose typeface (font)
size
space
• Add and manipulate
visuals.
Words alone cannot tell the
whole story. In many
places or in current
publications, words are
replaced by visuals.
• Build momentum into
pages.
Chunking-break up large
amounts of type into bitesized chunks with the
addition of subheads, pull
quotes, and sidebars.
Layering-present information
to readers on an as-needed
basis or as wanted
• Refine and fine tune
design.
10 Elements
of Print Page Architecture
1. Headers and Footers
HEADERS- title of
publication, but is not the
nameplate.
 Includes name of
publication, date of issue,
location, firm/school name
and logo (if appropriate)
 Can contain rule lines
 Typeface is compatible
with others on pages
FOOTERS- page number,
volume number or date.
Also called a folio.
 Some design connection
to the nameplate
 Usually omitted on page
one
10 Elements
of Print Page Architecture
2. Logos and Titles
also called standing
heads
different typeface
includes the nameplate
all have a common
design element
Nameplate Essentials
 Size: No larger than
1 1/2” to 2” in height
 Name of publication
 Volume number, Issue
number
 Complete Address
 Date
 Logo or slogan of paper
10 Elements
of Print Page Architecture
3. Headlines
Some standard rules:
 Use active voice
 Use only well-known
abbreviations, w/o periods
between letters
 Don’t split prep phrases,
numbers, names,
acronyms, infinitives,
Or gerund or verb phrases
between decks (lines)
 Use single quote marks
 Use a comma in place
of and
 Spell out zero to ten. Use
numerals over ten.
 Write horizontally, not
vertically
 No ALL CAP heads
10 Elements
of Print Page Architecture
 No underlines
 Avoid centered headlines
 Use same typeface for all
heads in paper, but vary
emphasis: bold, bold
italic, italic
 Never! use outline or
shadow option.
 Vary set width of letters
 Vary size of heads
according to story length,
placement or importance
 “Above-the-fold” stories
get a larger headline
 Vary tracking or kerning
(space b/w letters)
 Use 18 pt and above
 Avoid tombstone
placements
10 Elements
of Print Page Architecture
4. Subheads-used to break
up long sections of type
 Contrast typeface with
body text, but use same
face as headlines
 Use same type emphasis
(ex. italic) on all subheads
 Add extra space above,
below and to sides of
subhead
 Add graphic accents like
lines, box or dot lines
 Set type in bold if the type
is small and it is reversed
out of a dark background.
 Don’t always center
subheads; set them flush
left for variety.
 Be consistent. Subheads
need to look alike.
10 Elements
of Print Page Architecture
5. Text
 Size is usually 10 or 12 pt
for body text
 Size 8 or 10 pt for
captions, bylines and jump
lines
 Typeface-use same for all
capitals, text and other
 Typeface contrasts with
head and subhead text
 Alignment-flush left or
justified.
 Avoid crazy rivers of
white space created by
gaps between words or
letters
 Line length is a column,
usually 1 1/2” to 2” wide
 Use bullets and number
lists to break up long
sections of type
10 Elements
of Print Page Architecture
6. Endmarks-signal the end O Drop cap
of story. Use typefaces
like:
Wingdings,
Webdings, Zapf Dingbats,
Symbol or Woodcut
ornaments
7. Initial Caps- oversize
letters used start a story
O Raised caps
O Adjacent caps
O Can use the default option
which is usually a larger
size of the text typeface
and you can specify the
number of lines you want
the cap to fill (usually 3
lines)
10 Elements
of Print Page Architecture
8. Visuals and Captions
VISUALS- infographics
pie charts - graphs - flow
charts - illustrationsphotos- artwork
 Replace text with visuals
when possible
 Don’t repeat pulled info in
the story
CAPTIONS- set type the
same width as a column,
not the width of the photo
 Placement is above,
below, or beside a photo
or art with 1 pica
separation
 Use lead ins-short 3-5
word introduction for
caption-clichés, song
titles, popular phrases.
Use a different type
emphasis for the lead in.
10 Elements
of Print Page Architecture
CAPTIONS CONT.
Add to captions
 PHOTO BY
 ARTWORK BY
 Three parts of a caption
 5 W's and how
 Don’t state the obvious.
 Tell the outcome,
consequence or reaction.
Part of the Heart. Students raised
money for The Children’s
Center, a non-profit hospital for
critical needs children in
Bethany, during a donkey
basketball game between
student varsity basketball
players and members of the
faculty and staff. Over 400
people attended and $5,400 was
raised. Photo by J.K. Feisal
10 Elements
of Print Page Architecture
9. Sidebars- secondary
stories
 Break out certain details
from story
 Write an accompanying
story on same topic
 Add visual interest by
placing a box around
story, using a screen
behind it or using a
contrasting typeface.
USA Today Made Quick
Reads Popular
Examples: Top 10 lists
Comparisons
Q and A segments
10. Footnotes/Endnotes
details about the story’s
author provided at the end
of a story.
 Use a significantly smaller
type size than copy.
Tools Needed To Assemble Pages
White Space
• Use one pica between
every element and for the
gutters between columns
• Frames with white space
around the elements
• Gutters between columns
• Drop or Sink - between
the top of the page and the
first line of text (usually 1’
to 1 1/2”)
Columns
• Parallel columns
• Width equal to 1 1/2’ to 2”
• Decide in advance the
number of columns to use
and use the same number
for every page.
• Page to page consistency
• Align all elements
horizontally and vertically
Tools Needed To Assemble Pages
Graphic Accents
• Borders- lines at top,
bottom &/or sides
• Rules - lines above
and below subheads
and sometimes,
around the actual page
margin
• Reverses and screens
Type
1. Design
Remember: readability &
legibility
Four major categories:
• Serif/Roman
• Sans serif, also called Gothic
• Script
• Decorative or novelty
• Old English (NEVER!)
Tools Needed To Assemble Pages
Type continued
2. Style or emphasis
• Bold
• Italic
• Bold italic
3. Weight- thickness of
letters
Arial
Arial Black
Arial Narrow
CVI or Dominant
Element
Borders- especially on
photos with white
edges
Captions-one for every
photo
Poster design element
used on newspaper
pages
Document Setup Tips
• Set page margins at .75 or
one inch
• Double space between
lines. Don’t use three or
four spaces between lines.
• Use only double space
between paragraphs. It’s
not necessary to quad
space.
• Set type at 10 or 12 pt. as
recommended by prof.
• If you add clip art, make
sure that it enhances the
layout and page content
and it is not just to fill
space.
• When sizing a photo or
artwork, keep it in
proportion. This is easy if
you hold the shift key
down as you click and
drag one of the corner
guide marks.
Document Setup Tips
• Check your typeface
(font) for legibility.
Remember that a serif font
is easier to read than sans
serif.
• Avoid centered or flush
right aligned body text. It
is easier to read text that
begins at the left margin.
• Indent each paragraph.
The default is 1/2 inch, but
you can make it smaller.