GRID & MARGINS
This non-printing layer of same-sized squares provides the underlying structure for a design.
Grid
This type of photo is the opposite of a posed team photo or portrait.
Candid Photo
This is the largest text element on the page, and it should contain an active verb.
Headline
This invisible, implied horizontal line is what mods, photos, or design packages hang or sit on.
Eyeline
This is the middle of a bound book, where two pages are joined together.
Gutter
This is the largest and highest-quality photo on the spread, and the first thing chosen when building a layout.
Dominant Photo
This copy is considered primary, the most interesting, and therefore the largest, copy on the spread.
Body copy
Also known as negative space, this is any area on a spread not taken up by content or graphics.
This is the white space around the border of a spread.
External Margins
Varying the size of candid photos creates these natural spots for captions.
Shelves
Headline and body copy should be placed here relative to the photos they go with.
Near the dominant photo package
This design concept guides the reader's eye by making each headline and copy package smaller than the last one.
Visual Hierarchy
When an element extends to the trim line, it must also go all the way to the outer edge of this.
Bleed Lines
When a photo (or graphic) extends past the edge of the page, it earns this name.
Bleed Photo
These add details that aren't obvious in the photo.
Captions
This is what a spread with no white space will seem like.
Cramped and Jumbled
Also called "rails of separation," this provides consistent spacing between coverage packages and within mods.
Internal Margins
Together, photos, headline, body copy, and captions make up this larger unit.
Dominant Package
This spread identifier, including page number, section, and topic, sits in the external margin.
Folio
Your reader's eye will naturally go to this next largest thing on the page.
next largest headline