Join Nigel French for an in-depth discussion in this video Exploring alignment and repetition, part of Layout and Composition with InDesign.
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In the previous two movies, I was working with an asymmetrical alignment; using left-align text and positioning the logo on the left of the business card. Here, I'm centering the logo, and balancing the composition; with one block of text to the left and one to the right. This approach has potential but currently the logo is in the center of the card rather than being optically centered. The optical center of the logo is here, the space between the symbol and the text.
Here I've moved the logo to the right so that it's vertical white space is in the center of the card. I've then aligned the type to this central axis. The text on the left is right aligned and the text on the right is left aligned. Following this line of thought to strengthen the relationship between the logo and the text. I'm repeating the spacing value inherent within the logo. While the logic is sound, the result looks cramped.
For that reason I've double the spacing value above the text and I'm using a single space to differentiate the sections. Continuing to explore the theme of repetition. I've placed a roll down the left side as well as on the bottom. This creates an L shape echoing that of the logo. I then modified the height and width of these rolls, I'm not suggesting for a moment that this is the definitive design solution for this business card, there are many other solutions some of them no doubt better than this one.
But hopefully you'll agree that through the application of a few simple almost common sense principles, I've arrived at a better looking business card than the one we started with.
- Creating visual relationships with alignment and repetition
- Exploring different configurations
- Using scaling and white space
- Organizing a page with rules
- Working with flexible column grids
- Establishing hierarchies
- Working with symmetry and asymmetry
- Integrating text and images in your layouts