The amount of information a page carries depends entirely on the size of the center of the page.
If you want to put down a lot of information, you must be big.
But how big is it? In addition to the top foot, left and right margins, the rest of the space is the area where the version center is located.
In other words, after the feet are determined, the center of the page is also determined.
There are two ways to set margins. The first way is: equidistant setting, that is, the upper foot and the left and right margins are the same size.
The second is: unequal distance setting, the zenith may be larger than the foot, and the left distance may be larger than the right distance.
Among the two setting methods, equidistant setting is the most commonly used.
Whether in posters, books, web pages or packaging, equidistant settings will make the layout look very stable.
Therefore, when setting margins, the four sides should be the same size; Especially on the left and right.
Because if the left and right margins are set differently, the layout is likely to be unstable.
When the left margin is greater than the right margin, the center of gravity may be to the right.
Similarly, when the right margin is greater than the left margin, the center of gravity may be biased to the left.
But the existence is reasonable, although the unequal distance setting will make the layout center of gravity unstable.
However, when using this function to deliberately set different top feet and left and right margins, it can also bring dynamics to the layout.
Let's take a look at this comparison. The two posters on the left are obviously not equidistant. Compared with the equidistant setting on the right, the poster on the left is less square and steady, and more casual and relaxed.
But it can't be generalized, because even equidistant layout can produce a sense of movement. For example, the posters we see now are good examples.
What kind of impression the picture brings depends on the layout, and unequal distance setting is just one of many methods.
In practice, when setting unequal margins, you can use the size of one side as a reference, and then the other three sides have a certain proportional relationship with it.
Suppose we take zenith as a reference and set its margin to 1, and the anchor can be twice as large as zenith, that is, 2.
The left margin can also be twice the zenith.
The right margin can be 1 times of zenith, which is equal to the size of zenith.
Although the margin size can be set freely, if there is no reference standard, you may not be able to start at first, so I will list some standard margin values for your reference according to different sizes of pages and words.
Of course, in actual operation, if inappropriate places are found, they can be adjusted according to specific needs.
This is our common paper specifications: A0-A4, B0-B4.
One thing to tell you is that no matter from A0-A4 or B0-B4, they just changed the paper size, but the aspect ratio remained the same.
Because a complete A0-sized paper can get two a 1 only by splitting it once from the midpoint of the long side. If a 1 can be enlarged in equal proportion, it is still A0-sized.
By analogy with the following changes, our commonly used A4 is obtained by splitting A0 four times.
For pages with A0 and B0 sizes, when there is a lot of information, the margins can be set between 25 and 40 mm. When the amount of information is small, the margin can be set to more than 40 mm.
For A 1-A3 and B 1-B3 pages, when there is more information, the margins can be set between 7~ 12mm; When the amount of information is small, the margin can be set to 12 mm or more.
For A4 and B4 pages, the margins can be set between 7~ 10mm in the case of large information. When the amount of information is small, the margin can be set above: 10mm.
When the amount of information is small, there are two options for setting margins: they can be large or small.
When there is a lot of information, for the sake of layout, you can only set the margins smaller to make room for the core.
We can look at the above two comparison pictures. Clothes are put in the same box. The box on the left is messy and obviously can't be put down, while the box on the right is neat because everything is put in, because the box on the right is sorted out.
This is another thing I want to say. If you want to arrange a lot of information in the center of the page after confirmation, you must first learn to organize information.
I wonder if you have noticed a word called "grouping" when you read our previous tutorial.
When we organize information, the simplest and most effective means is "grouping", which groups different information according to categories, so that we can complete a design that is easy to understand and will not cause misunderstanding.
Moreover, grouping copywriting information can not only help designers, but also help viewers who watch the layout. Why do you say that? Let's talk about the benefits of "grouping"
Which of the above two pages is easier to understand? I believe many people have made judgments.
Compared with the layout on the left, the layout elements on the right are clearly classified and the information is clear at a glance.
It is very meaningful to reduce the time for readers to obtain information.
You know, a poster only lasts a few seconds. If we designers deliberately create obstacles for readers to read, it will only affect the efficiency of information dissemination.
Or the previous example. By comparison, we can see that the grouping layout is easier to read, and readers can get more information in the shortest time.
Because the grouped information is relatively concentrated, the eyes don't have to jump back and forth on the page, which saves time and naturally improves the speed of reading the page.
If the problem of blank space is handled properly, the layout will not appear messy. As can be seen from this comparison chart, the information on the right side of the page is clearer and easier to read, and the blank space is more complete.
Layout elements are interrelated and are the protagonists of the page.
It is the basic principle of grouping to deliberately put relevant information together when arranging.
And this principle also has a name called "intimacy principle"
The principle of intimacy is transformed from the principle of proximity in gestalt organization law.
Elements that are close to each other tend to be grouped more than elements that are far away from each other.
Using the principle of intimacy, the information in the page can be arranged properly; The relationship between elements is logical and meets the requirements of visual cognition, which greatly reduces the visual burden of readers when browsing the layout.
It can be described as the top priority of layout design.
Simply put, the principle of intimacy is to group related information.
But how to judge whether there is correlation between information and information? This is also the focus of my next talk.
Let's take a copywriting message that will definitely appear on an exhibition poster as an example.