1. COLUMNS
   
   1. A column is the width and height of the block of the text. When dealing with large amounts of type, the type will normally be broken into several columns on the page. The designer has several decisions to make when working with column formats.
   2. First, the decision must be made as to how many columns will be used. This can often be a simple matter of measuring the width of the page and considering the size of the type.
   3. The design objective is to make the length of each line of type easily readable (not too long or too short). If a line of type is too long, it is difficult for readers to find their place when moving from the right end of the column back to the left.
   4. Columns are generally of equal on the page so that a consistency or reading is established. The designer wants the reader to be able to follow the text smoothly.
   5. Second, the designer deals with the height of columns on a page. Most often, an upper and lower column boundary is set for a design, however column can also vary in height to allow for variety and image placement on a page.


2. GRID
   
   1. To create a strong design that ties all of the graphic elements together visually, the designer uses a system of grids. When a graphic designer determines how the type will be worked into the design, a grid is set up that shows a column number and width.
   2. For any design with repeating pages (magazines, catalogue and brochures) a grid is an extremely valuable aid to the designer.
   3. A grid creates a framework within which the designer will lay out the page. The grid shows basic information such as the left and right margins, top and bottom margins and column layout. It can also chow where the page number, titles, and subtitles are to be placed. It can even show where images will be placed.
   4. The grid as the design foundation ties the pages together and helps to create the publication’s personality.
3. WHITE SPACE
   
   1. White space is the negative of the page – the areas without text or image. This white space acts as visual “rest stop” for our eyes. White space around the edges of the page acts as a frame, holding the design together and separating it from surroundings.
   2. On a magazine or book page, white space allows the reader room to hold the edges of the page while reading and article. In this way, white space not only visually separates graphic elements but also serves a functional purpose as well.
   3. White space should be thought about from the beginning of any project and evaluated with each step. This is especially important during the design of the page grid.

COLOUR

Colour can play a central role in graphic design. The designer creates with various combinations of colour, from simple black and white project to multicoloured pieces. Most often work falls into one of the following categories.

• ONE COLOUR
  
  1. A one-colour piece does not necessarily mean black and white. It also means that only one ink colour will applied to the paper. This can be any colour of the designer’s choosing.
• TWO CLOUR
  
  1. The next step up from a single-colour piece, a second colour can often be used for emphasis without costing much more. Often “two colour” refers to black ink plus one additional colour ink, but this need not always be the case. Any two colours may be used.


• THREE COLOUR
  
  1. Not used as frequently as one or two colour designs, it allows the placement of any three colours on the piece.
• FOUR COLOUR
  
  1. Four-colour process is how most colour photography and full colour design work is printed. Technically, it means that four separate inks are printed. Cyan, magenta, yellow and black ink make up the four process colours that are used to reproduce full colour image.

COLOUR SYSTEMS

• PANTONE COLOUR SYSTEM
  
  1. The pantone system of colour management is one of the most common ways for graphic designers to specify colour. Pantone system consists of numbered colours that can be used by a designer and later mixed by the printer to match the same number.
  2. It is important to use the Pantone Library of Colour books when specifying colour. These books are printed with the actual mixed inks for each colour. Choosing the Pantone colour from computer monitor or inkjet print will not be an accurate colour match.


• CMYK
  
  1. CMYK colour uses four separate primary colour ink, Cyan, Magenta, Yellow and Black to combine and represent all other colour. It is used for printing colour photographs and other images in full colour.
  2. The CMYK process (also referred to as Process Colour or Four-Colour Process) uses a system of printing small dots of the four process primaries in varying sizes. Prior to printing, full-colour images to be printed in CMYK need to be ‘colour separated’ into the four process colours.
  3. The CMYK process is the most common printing method used for colour printing worldwide.


• RGB
  
  1. RGB stands for Red, Greed, and Blue the three colours of projected light. This system is used in computer monitors and TVs and is important for use in web and multimedia design.
  2. RGB colours can be mixed on-screen by choosing the RGB colour model available in most computer programs.
• HEXACHROME
  
  1. Hexachrome is a six-colour printing process developed by Pantone Inc. The colours used are specially developed and enhanced versions of cyan, magenta, yellow and black, plus two additional colours, Vivid orange and Green.
  2. With the process colours broken down to six primaries rather than four, the Hexachrome process provide a wider colour range than four-colour process printing.
  3. Due to the additional two ink colours, the process is more expensive than CMYK printing, but does provide high quality results when accurate colour is important in the design.

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