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Introduction2.1 Decisions, Decisions

 

My BrandJust as companies, commercial products, politicians, celebrities, even users of online social networking communities like Facebook or Twitter, are increasingly obsessed with 'branding' or 'badging' – how their image presents to the public, to fans, to consumers, to voters, to their peers – in the same way designers must also take into account the way the look of their web page or print document affects how readers feel about the publication.

Branding is about giving your product a positive, easily recognisable identity that is distinguished in some way from similar products, whether that product is a pair of trainers, a magazine or yourself.

DTP is one of the visual tools that a designer can useto successfully brand a publication by giving it a distinctive and consistent house style. Typography is central to this: the designer selects specific fonts for headings, for titles, captions or for body text throughout the document at appropriate point sizes, perhaps even in particular colours, so that readers can quickly scan pages and get a sense of how they are structured without having to read the text closely. Line spacing (called 'leading', which rhymes with 'wedding', is named after the lead that conventional typesetters used to place manually between the lines of text) can have a major effect on the overall look and feel of a document.

Pull QuoteOther less common features like pull quotes also need to be considered: which font should you use and at what point size; what emphasis - italicised, normal or bold; will they be placed inside a coloured text box or one with no border or background colour?

The font face in the example is Tahoma, Italic, black.

Fortunately, in Serif PagePlus you can set these style specifications at the start of your project so that consistency is only one click away from then on.

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