Design Terms

SECONDARY HEADLINE

• A collection of images that tell a story, usually separated with tight spacing.

• Provides information to supplement the primary headline

• Repeating color, fonts and graphic elements promotes a unified look.

PRIMARY HEADLINE

• Large, catchy and enhanced with color; makes a verbal connection to the dominant photo.

• A photo cut out of its background. Also known as COB, COBs are often anchored to a line or a color block.

• Horizontal band of spacing used to unify a spread.

DOMINANT PHOTO

• A collection of images that tell a story, usually separated with tight spacing.

• Indicates the page number and content; sometimes features a small photo to add reader interest

• Noticeably larger than the other photos; a dominant element should be two to three times larger than other page elements

TIGHT SPACING

• Large, catchy and enhanced with color; makes a verbal connection to the dominant photo.

• Related photos are touching for visual unity and to save space.

• Provides information to supplement the primary headline.

PHOTO MODULE

• Repeating color, fonts and graphic elements promotes a unified look.

• Related photos are touching for visual unity and to save space.

• A collection of images that tell a story, usually separated with tight spacing

CUT-OUT PHOTO

• A photo cut out of its

  background. Also known

  as COB, COBs are often

  anchored to a line or a

  color block.

• Related photos are touching for visual unity and to save space.

• Provides information to supplement the primary headline.

THREE-PEAT

• A collection of images that tell a story, usually separated with tight spacing

• Repeating color, fonts and graphic elements promotes a unified look.

• Provides information to supplement the primary headline.

FOLIO/FOLIO TAB

• Indicates the page number and content; sometimes features a small photo to add reader interest.

• Margins establish boundaries for the content.

• Horizontal band of spacing used to unify a spread.

MARGIN

• A collection of images that tell a story, usually separated with tight spacing.

• Repeating color, fonts and graphic elements promotes a unified look.

• Margins establish boundaries for the content.

EYELINE

• Indicates the page number and content; sometimes features a small photo to add reader interest.

• Margins establish boundaries for the content.

• Horizontal band of spacing used to unify a spread.