Art direction and layout

The first impression given by a publication depends heavily on its design and layout: the size, shape, type of paper, colors, artwork and arrangement of material chosen. Use these tips and tricks to help improve your design.

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Pay attention to line length

Line length refers to the width of a block of text. Try to limit line length to 30–50 characters. Keep sentences short, succinct and clear. Sentences should ideally be no longer than 10–15 words.

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Consider Columns

Use columns only if each column will be at least 40–50 characters in length — columns any narrower are difficult to read.

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Limit font styles

Keep your document looking clean and unified by using no more than two to three font styles. Tungsten is our primary sans serif typeface and Orgon Slab is our primary serif typeface. More information on how to use our typefaces is available under Brand Resources.

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Use color to set the mood

Choose two or three colors from the S&T brand color palette to keep a clean and consistent look in a document. Color should be used to enhance the messaging, unify spreads and support visual hierarchy.

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Keep it organized

Display information in a logical, organized manner. Be clear about what you want the reader to do or learn, and take them through the steps to get there.

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Consider images and photos

Limit the amount of images on a page and make sure they aren't too abstract or difficult to understand. Use captions to explain images and how they relate to the materials being presented. Also, don't stretch the images to fit your space, always maintain the original ratio.

Photography and illustrations

Planning

Publications are enhanced by artwork. Images are available on PhotoShelter and include campus scenes, university buildings, events and laboratories. Images are to be used for the promotion of S&T. 

Additional photographs can be shot only when schedules allow and with prior authorization from the assistant director. Because there is only one campus photographer, shooting must be arranged well in advance. In your initial planning, discuss any events or people you'd like to have photographed for the piece. Photo requests can be submitted online here.

How to Prepare photos for printing

  • Convert all RGB files to CMYK
  • Make sure they are not stretched
  • Save all photos at 300 dpi or better
  • Ensure all images are owned by the university or otherwise permitted for print production
  • Make sure all files are packaged together and linked