| In
part 1 we explored the various
titles, names and heads. In this section we explore the
remaining elements that are relevant to the content of a
newsletter:
Body
This is the bulk of the text and content of the newsletter
or each article.
Columns
These come in a variety of sizes and quantities, all depending
on the nature of the newsletter and its readability. Narrow
columns enable quick reading for fast moving newsy articles
and should consist of a small typeface and thin gutters
(spaces between the columns), whereas more leisurely articles
can afford to have larger text and wider columns, or a combination
of sized columns for different purposes, such as separate
ones for headlines, for images or quotations, or captions
for pictures, in order to gain more interest in the layout.
Columns should be accompanied with ample margins both at
the sides and top and bottom to guide the eye to the right
place and increase legibility.
Bylines
These state the author’s name, and can be positioned
either at the end of the article or in between the headline
and body of the article.
Continuation
Lines
If the article continues onto another page, these guide
the reader to the relevant position. Jumplines navigate
the reader from the bottom of a column to the top of another,
where it will also state where the article continues from,
and Continuation Heads identify the continued article to
distinguish it from a new one.
End
Signs
These are ornaments positioned at the finish of each article
to show the end.
Pull
Quotes
Certain sections of the text are highlighted separately
in a larger typeface with quotation marks – these
are usually memorable or relevant snippets designed to catch
the skimming reader’s eye.
Departments
These are areas of the newsletter which are regularly repeated
in each issue and have relevant articles written for them,
such as the News section, Letters page, Features, Members’
contributions, etc. They are highlighted in the table of
contents, are usually placed in the same position within
|
the
newsletter, and are emphasised by their own version of Running
Heads for quick reference by the reader.
Page
Numbers
These are usually situated at the bottom of the page, but
can be positioned anywhere, as long as they are noticeable
and don’t conflict with the rest of the newsletter
layout. The first page or cover usually does not have a
page number.
Charts
and Graphs
These are an aid to present complicated information in an
easily digestible format, as well as providing interest
for the skimming reader. They should consist of understandable,
relevant and correct content which either highlights what’s
already in the text or presents it in another way.
Images
and Photographs
These add interest to the reader and draw attention to the
article. It is important photos are relevant and communicate
well, and must be of good quality to raise the standard
of the newsletter. They should never straddle columns to
make them thinner as this makes the text more illegible
– pictures should be set against a column border.
Clip art should be avoided if possible.
Captions
These are also known as ‘cutlines’, and are
there to provide an explanation for the photograph or image.
They are the third item most likely to be read by skimming
readers, so should be carefully composed to entice the reader
towards the article. It is important they describe the picture
fully and accurately, and should be presented in a contrasting
typeface for more impact, usually placed below the picture,
though this rule can be exploited for special effects.
Colour
This should be used wisely, for both paper and ink purposes.
There should be a good contrast between them, with the paper
much lighter and the ink very dark (reversed out design
is much more difficult to read). A second colour, or colour
spot, can add distinction to a newsletter but should be
used sparingly. It can be the background to the nameplate,
highlight pull quotes and charts/graphs or emphasise Running
Heads, but should not be used for headlines as this decreases
their legibility. |
