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What is Clip Art?
Clip Art images are like "canned illustrations" in
which you choose from lots of images already prepared and ready to add to your
layout. An illustration is any image that illustrates (a drawing, cartoon, map,
chart or photograph). Clip art can save you a considerable amount of money and
time, especially if you do not have an illustrator on staff or can't afford the
time to wait on a
customized illustration.
Clip Art Should:
Be appropriate for your audience. Consider the gender, age and interests of your readers.
Be understood by your audience. Select illustrations that are easily recognized.
Help communicate the idea. Select an image that is relevant to the text. For example, if producing a brochure about a "quilting" conference, use images such as quilt blocks, instead of buttons or zippers. Your audience will expect a connection between the text and illustration. Together, words and images make the message.
Be in the same attitude as your layout. If your subject is serious, choose a photo or drawing that has detail. If your subject is light, choose a cartoon that adds a little chuckle.
Be consistent. Limit the number of illustration styles within the layout.
Be specific. If your text is about “adding trims to
clothing,”
incorporate illustrations such as lace or ribbon, instead of needle and
thread.
Support the text. Remember, the illustration should not overpower the layout.
Be timely. If you are producing a fall ad or newsletter, try to include harvest-related images such as falling leaves, instead of winter snowflakes or spring flowers.
Catch the eye. The illustration should draw the reader to your message. Often, one large illustration will have much more impact and look better than several small ones.
Add interest. Eliminating some nonessential text in exchange for a good illustration is always well worth it.
What is Layout?
Layout is the relationship of the placement of your illustrations or text (sometimes called copy) to other illustrations or text. You "lay out" the details of the design.
Layout Should:
Have a main message line. Try to stay within one thought or in one direction.
Be simple and organized. If your readers have to spend time figuring out what you are trying to say, then they will move on, and you will have lost them.
Be easy to look at. Don't put intense background patterns or high-contrast illustrations behind or through type. Keep the contrast varied between type and background illustration by screening or ghosting the image.
Be eye-catching. Don't be afraid to do something big and bold. Tilt or rotate the illustration, spill part of an image off the page edge, or even layer it over another image.
Refrain from being too busy. Our instinct is to put everything into a design. Resist the urge to add text or illustrations to just fill space. "White space" can add visual relief to your layout.
Contain a limited number of type faces. Including too many type families often produces "ransom-note" publishing. In which case, more is just "more," not better.
Create an action. Get your readers to respond to your message. Use active and positive words.
Take advantage of commands and motivational words. Use “selling” words (such as Enjoy, Join, Save, Order, Now, Special, Timesaving, Coupon, Today, Moneysaving and Discount) to promote an idea, product or service.
Include an address and phone number. Make it easy for readers to get more information and/or to buy. If available, include your fax number, e-mail address and Web site location.
All rights reserved.© Wheeler Arts (www.quickart.com)
66 Lake Park, Champaign, IL
61822-7132
Ph 217-359-6816, Fax 217-359-8716
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