Module 1 : Fundamentals of Publication Design

Learning Objectives
• Understand different layouts, compositions and hierarchy of information
• Understand the model of communication
• Apply design thinking to a communication design problem
• Identify elements of composition

SDGs Included

Introduction (Editor: H1 Heading)

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Recall the last time you bought a magazine or a comic book?
What attracted you the most? The colours, layout or colour
combination? All these elements are part of publication
design.

Publication design is the process of generating and designing layouts for items like
newspapers, periodicals, books, and their internet equivalents. It contains features such as
photographs and typography, and designers consider aspects like size and colour to make
publications appealing, eye-catching, and easy to read. Publication design can include
everything from single-page newsletters to multi-page magazines. Some examples of
common types of publication design are:

E-
Newsletters

Online Online
Brochures Publications

Examples
of PD

Online
Ebooks
Catalogues

Blogs
Layouts, Compositions and Hierarchy of Information (Editor: H1 Heading)

When we create any publication, we first consider its layout. Layout design is the process of
arranging visual components on a page, such as text, photos, and shapes. Layout design is
essential for any project that uses eye-catching graphics to convey a message for example,
magazine layouts, website design, and commercials.
A good layout design is both lively and straightforward, with visual indicators that guide the
reader through a piece of text without overshadowing its message. When creating a
distinctive and effective layout, many layout designers adhere to a set of principles (such as
alignment, visual hierarchy, and space). A grid can also be used by designers to arrange
layout design elements in a clear, understandable manner.
A layout is the arrangement of text and graphics on a particular surface area. There are three
types of layouts: Text Dominant, Image Dominant, Image and Text
• Text Dominant: If there is too much or too large text, it will have to be text
dominated. However, from a layout standpoint, the headline could be utilized in large
display fonts, taking up more space to make it stand out.
• Image Dominant: These layouts are frequently found in our newspapers and
magazines, where a photo of a celebrity takes centre stage or a product is exhibited in
all its grandeur, as in most automotive commercials.
• Image and Text: In these layouts, image and text are incorporated in equal measure
and are given equal prominence.
Elements of Layout Design (Editor: H2 Heading)
These are the basic design aspects that every designer will employ while creating a layout
design or composition:
1. Text: In layout design, text blocks comprise headlines, subheadings, headers, footers,
and paragraphs. Text will also incorporate menus and buttons in
web design. Whatever typographic style you choose can convey a
particular mood, and you can combine different styles of text to
generate diverse results.

2. Image: Photographs, illustrations, and infographics are examples of images that can
be used in graphic design. Large visuals can capture your audience’s
attention and express messages without the use of writing.

3. Line: A line is the connection between two locations in space. Lines, whether
horizontal, diagonal, or vertical, can help direct the attention to a
certain place in your composition. They can also be used to define
sections or visual aspects of your layout.
 4. Shape: A shape, in its most basic form, is a two-dimensional area bordered by an
outline. Organic shapes are those that occur naturally in the
world, geometric shapes are those that are angular and
mathematically consistent, and abstract shapes are those that
represent things in nature but aren’t precisely representative. In
layout design, circles, squares, or any other shape can be used to
add graphic components to a page, highlight text, or designate
space between other visual elements.

5. White space: In layout design, the blank space between parts can be as crucial as the
visual elements themselves. The spacing between elements can draw
attention to them and make them stand out.
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Principles of Layout Design (Editor: H2 Heading)

Now that you have a basic layout in mind, here are some layout design ideas to keep in mind
when working on any project that conveys information.
1. Alignment: The way a designer arranges the many parts of their design in relation to
one another is referred to as alignment. You can repeat design
components in your composition to create consistency and make it
simpler on the reader’s eyes. Designers often select between edged
alignment, which aligns text along the left or right margins, and
centered alignment, which aligns text along the design's centreline.

2. Visual hierarchy: A good layout design visually arranges a hierarchy of information,

putting the greatest emphasis on the image's most significant focal
point. Hierarchy can direct your user through the intended journey of
your composition in a sequential manner. To emphasize the hierarchy
of key items in your layout, use size, colour, contrast, or position.

3. Contrast: Contrast is utilized in conjunction with alignment and balance to make

your design stand out. Combining contrasting design components such
as colours or different types of typography aids in the fusion of
multiple styles and moods to create an original, distinct product.

4. Balance: Visual balance refers to how your image’s aspects balance each other out.
Look for ways to balance the visual information on your page in
layout design, whether through symmetry or balanced asymmetrical
layouts.
 5. Proximity: Proximity refers to how close or far apart the parts in a layout are.
Proximity can assist consumers in connecting different visual parts of a
project.

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https://pavilion.dinfos.edu/Article/Article/2305526/design-concepts-for-standout-visuals/ )

Notes
Here are some pointers to consider if you’re starting your own layout design project:

Use templates to help you.

Make a visual contrast

Experiment with typography (font style, appearance, and structure)

Use whitespace

Play around with the rules

Next, we consider the hierarchy of information. This is the order of relevance of

information in a publication. It assists designers and developers in indicating what the viewer
should see initially. This is especially vital in today's fast-paced environment.
Here are some factors that affect design hierarchy:

Typography Grouping
Colour
For headlines Weight Group
Contrast
or important Make a relevant Proximity
Make use of
information, typeface design
contrast Make one
use a higher bolder or components
between object stand
font size, thinner by together and
visual on its own.
bolded text, adjusting its separate
elements in a
or a different weight. unrelated
composition.
colour. items.
Video Session
Watch the video to sum up the above points - Beginning Graphic Design: Layout &
Composition: https://www.youtube.com/watch?v=a5KYlHNKQB8
(EDITOR: PLEASE GIVE QR CODE)

DT Task 1 [DT HANDBOOK]

This task is about understanding Layouts, Compositions and Hierarchy of

information

Select a simple visual design problem (any one of the following)

A. School timetable
B. School Map
C. Identity of your school with letterhead and Visiting cards for School staff
D. Scorecards and school certificate (for sports)
1. Understand the design requirements
2. List all the information and visual elements
3. Decide the hierarchy of the information
4. Create at least 5 rough layouts
5. Prepare the final visual design along with the choice of typeface and layout
6. Print it/or sketch it neatly

Add On Task: Students can complete points 4 – 6 using Canva/PowerPoint

DT Task 2

The shape of the McDonald’s logo was designed to make you drool! These
arches stand for stability and a spot where patrons may unwind and
indulge in a burger following a demanding workday. As a result of its
simplicity, people can recognize this logo anywhere in the world. It's
golden and there's just one “m.”

Your task will be to study the logos of few companies and see how you can improve
them. You can also take items from the real world and try to create a simplistic logo
version of it. For example, take a leaf and simplify it so it could be used as a logo.
Draw the new logo as you imagine it.
Grid Design (Editor: H1 Heading)

What is design, if not the process of

transforming chaos into order? Grids are
regarded as the primary tool for graphic and user
interface designers. Grids assist designers in
arranging and aligning design elements on the
page, thereby creating a specific order.

Let us define the term “grids”. A grid is a

column and line layout that is used when
designing a website, app, or print product. The
grid dictates where the block of text and other design elements appear on the page. Every
grid, regardless of size or kind, consists of three major components: columns, gutters, and
margins. Grid layout design is based on grids. (Editor: Please redraw image)

Types of Grids (Editor: H2 Heading)

A grid is a powerful design tool that has evolved over time. There are five types of grids in
design:

Grid Type Explanation

Manuscript Grid The simplest grid, with text in one column, as on a book page.

Column Grids Graphic and web designers most commonly utilize this style of
grid. Essentially, it is a collection of columns that assist in the
placement and alignment of text and other design elements.

Hierarchical Grids Hierarchical grids are any irregular grids. This style of grid is
most adaptable to content requirements. It can be made up of
two different types of grids combined, or it can be completely
free-form.

Modular Grid A modular grid uses geometric shapes of the same size
arranged in a specific order. The grid lets you divide the layout
into equal cells, or modules, and change the sizes and indents
of each component.

Baseline Grid Grid for text lines, known as baselines, are used to create a
reading rhythm in designs with a lot of text. This grid layout
pattern is frequently used in school notebooks.
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Did you know?

In the nineteenth century, the vast majority of newspapers used a grid-like pattern that would
be developed over time. It cleared the way for the more complicated and efficient modular
grids of today.

New York Times, April 15, 1865 Image credit: Times Machine by The New York Times
(Editor: Image source: https://www.eleken.co/blog-posts/grid-layout-design-history-tips-
and-best-examples)
Analysis of the Media of Communication – Understanding the model of communication
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Effective communication is required for success in almost all occupations. Most
organisations use a nonlinear communication approach that places emphasis on message
engagement. This method, also called interactive model of communication, involves
exchanging ideas, information, or messages on a regular basis.
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The interactive model that allows effective communication comprises of the following
components:
Encoder-source-decoder (H3 Heading)
This component of the interactive model includes a source who sends out a message. As a
result of the two-way communication mechanism, the encoders and decoders are also
sources. When transmitting a message, the source functions as an encoder, and when
receiving one, it acts as a decoder. After receiving a message, the second communication
source decodes it, generates feedback, encodes it, and transmits it back to the first source.
Message (H3 Heading)
During an interactive communication process, the message is the information that is sent and
received. If a customer asks a question on a company’s social media page, the message is the
content of the inquiry and the response offered. To complete the process, every
communication model requires a message.
Channel (H3 Heading)
A channel is the medium of communication through which both sources transmit messages. It
is an important aspect of delivering a sender’s message. A consumer communicating with a
customer service professional, for example, may use the internet as their communication
route. In-person talks, phone calls, and text messages are some of the other channels.
Feedback (H3 Heading)
Feedback is the message that is delivered back to the sender in response to the information
that was received. A client, for example, may inquire about a service given. Since each
participant in communication rotates between the roles of transmitter and receiver, feedback
is required to sustain a communication encounter.
Various types of communication channels (H2 Heading)
The following is a list of the most commonly used communication channels. Use them for
effective communication with your stakeholders.

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Video Session

Understand what is effective communication. Watch the video Communication Skills -

Introduction to Effective Communication Skills -
https://www.youtube.com/watch?v=u16EPwFmdis
(Editor: Please give QR code)

Factors affecting Communication (Editor: H2 Heading)

Effective communication is critical for establishing and maintaining effective personal and
professional connections. Several elements, however, might have an impact on the
effectiveness of communication between individuals or groups.
Understanding the factors that influence communication is essential for establishing
successful communication skills and developing great relationships with people.
Factor How it can affect communication
Language Language issues might include challenges with
vocabulary, grammar, pronunciation, and tone, all of
which may affect the clarity and correctness of the
message. When an Indian only understands Hindi and a
Chinese only knows Mandarin, for example, language
can be a barrier.
Visual Perception Using appearance to judge people or situations. A man
wearing torn clothes, for example, is low-income.
Past Experience Allowing our previous experience to prevent us from
understanding or communicating clearly. For example,
“This shopkeeper cheated me the last time. Let me be
cautious.”
 Prejudices Stereotypical assumptions or fixed attitudes, such as
"No one in my class listens to me," may prevent a
student from openly communicating in class.
Feelings Communication is influenced by our feelings and
emotions, such as a lack of interest or a lack of trust in
the other person.
Environment Noise or disruption in the environment might make
conversation harder.
Personal Factors Communication may be challenging due to your own
sentiments, habits, and ways of thinking (for example,
fear, poor confidence).
Culture Culture is a crucial component that can influence
communication, especially when people from various
cultural origins communicate with one another.
For example, showing a thumb may imply ‘excellent
job’ to some but may be offensive to others.

Did you Know?

Here are some facts related to ancient Indian communication:
• To transport messages, ancient Indians employed birds and drums. Smoke signals, fire
crackers, and pigeons were also used.
• India’s postal and telecommunications industries are among the oldest in the world.
In 1850, the first experimental electric telegraph connection was built between
Kolkata and Diamond Harbour.

DT Task 1

Create a comic strip using Canva to introduce the concept of sustainability. Decide
the layout, colour theme, message etc. as per your requirement. The class can
decide as a group which student’s comic strip depicted the best message.

DT Task 2 - Game Time!

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Game 1
How well do you understand pixel sizes? Try this in
this game by drawing boxes and attempting to
come as near to the specified size as you can in
order to receive the lowest score.
https://fakeclients.com/exercises/pixelguesser
(Editor: Please give QR code)
(Editor: Image File: C8.PNG )
Game 2
The majority of graphic designers work with fonts on a daily basis, but are you
aware of their names? Take this quiz https://fakeclients.com/exercises/fontquiz
(Editor: Please give QR code)

More than 450 of the most well-known

Google Fonts are included in this font
quiz, and new font names are revealed
each time you take it. By accurately
matching the font name to the
appropriate font, try to achieve the
greatest score possible.
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Chapter Recall
• Publication design is the process of generating and designing layouts for items like
newspapers, periodicals, books, and their internet equivalents.
• It contains features such as photographs and typography, and designers consider
aspects like size and colour to make publications appealing, eye-catching, and easy to
read.
• A good layout design is both lively and straightforward, with visual indicators that
guide the reader through a piece of text without overshadowing its message.
• The basic design aspects that every designer will employ while creating a layout
design – text, image, line, shape, white space.
• Layout design ideas will include alignment, visual hierarchy, contrast, balance, and
proximity.
• Hierarchy of information is the order of relevance of information in a publication.
• A grid is a powerful design tool that has evolved over time. There are five types of
grids in design – manuscript, column, baseline, hierarchical, modular.
• Most organisations use the interactive model of communication which involves
exchanging ideas, information, or messages on a regular basis.
• The components of the interactive model are – encoder, decoder, message, channel
and feedback.
• Various communication channels like social media, print media, video conferencing
are used for effective communication.
• Various factors like language, prejudice, cultural differences affect communication.
App Byte: Learn to use Canva

Canva is an easy-to-use graphic design platform. It allows the user to create visual content.
This visual content includes social media graphics, posters, banners, etc. Canva is an online
platform. After creating the content, the user can download it as an image file or a PDF.

Go to the website www.canva.com.

Login using your Gmail account or sign up for a free account.

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Once you login, you will see a screen as follows:

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Select the document you wish to design. For example, we would like to design a poster. Type
poster in the search box as shown and press enter:

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You will get a screen as follows:

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Choose a template as per your requirement and click on it. You will get a screen as follows:

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Now click on ‘Customize this Template’ and the poster will open in the Design mode.

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We will make changes to this poster as per our requirement. Canva templates come with pre-
defined text formats. However, these formats are not rigid. The user can format the text
according to his/her requirement. When you select the text you want to edit, a top bar appears
with different formatting options to change size, font, color, effect, etc.

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Make the necessary changes as per your requirement. To download your poster click on Share
→ Download and then download as a PNG file.
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Watch the following tutorial also: How To Use Canva For BEGINNERS! (Canva Tutorial
2020) - https://www.youtube.com/watch?v=zJSgUx5K6V0 (Editor: Please give QR code)

Solved Questions

Multiple Choice Questions

1. When we create any publication, we first consider its _____.

(a) size (b) layout
(c ) orientation (d) colour theme
Answer: (b) layout
2. Organizing content based on importance to guide the reader's attention. This is called
______.
(a) contrast (b) layout
(c ) balance (d) hierarchy
Answer: (d) hierarchy
3. Layout design ideas will include
(i) alignment,
(ii) visual hierarchy,
(iii) balance
(iv) template

(a) (i) and (ii) (b) (i), (ii) and (iii)

(c ) (i), (iii) and (iv) (d) All of these
Answer: (b) (i), (ii) and (iii)
4. Communication may be challenging due to your own ______, habits, and ways of
thinking.
(a) sentiments (b) message
(c ) challenges (d) prejudices
Answer: (a) sentiments
5. Designers often select _________, which aligns text along the left or right margins.
(a) between edged alignment (b) layout
 (c) colour theme (d) left alignment
Answer: (a) between edged alignment
6. The message sent by the receiver in response to the information received by the
sender is referred to as ______.
(a) message (b) feedback
(c ) encoder (d) channel
Answer: (b) feedback
7. Most organisations use the _____ model of communication which involves
exchanging ideas, information, or messages on a regular basis.
(a) balanced (b) straightforward
(c ) ethical (d) interactive
Answer: (d) interactive
8. A good layout design is both ____ and straightforward.
(a) simple (b) beautiful
(c ) lively (d) complex
Answer: (c ) lively
9. Large visuals can capture your audience’s ______ and express messages without the
use of writing.
(a) attention (b) thinking
(b) interest (d) idea
Answer: (a) attention
10. Visual _____ refers to how your image’s aspects balance each other out.
(a) grid (b) hierarchy
(c ) balance (d) proximity
Answer: (c ) balance

I. Fill in the blanks

1) Hierarchy can direct your user through the intended journey of your
composition in a _____ manner.
2) _____ design is the process of generating and designing layouts for items like
newspapers.
3) A grid can also be used by designers to _____ layout design elements in a
clear, understandable manner.
4) Most organisations use a nonlinear communication approach that places
emphasis on ____ engagement.
5) Understanding the factors that influence _______ is essential for establishing
successful communication skills
6) A ______ is the medium of communication through which both sources
transmit messages.
7) When transmitting a message, the ______ functions as an encoder, and when
receiving one, it acts as a decoder.
8) Two common communication channels are ______ and _____
9) ____ shapes are those that occur naturally in the world.
10) As each participant in communication rotates between the roles of transmitter
and receiver, feedback is required to _____ a communication encounter.
Answer: 1) sequential 2) Publication 3) arrange 4) message
5) communication 6) channel 7) source
 8) phone calls and social media 9) Organic 10) sustain

II. State True or False

1) Proximity refers to how your image’s aspects balance each other out.
2) Effective communication is critical for establishing and maintaining effective
personal and professional connections.
3) Alignment is the order of relevance of information in a publication.
4) Organic shapes are those that represent things in nature but aren’t precisely
representative.
5) Prejudice and environment affect communication.

Answer: 1) False 2) True 3) False 4) False 5) True

III. Short answer type questions

1) What are shapes used for in publication design process?
Answer:
Shapes play an important role in visually communicating concepts. Designers
use shapes to:
• Convey ideas
• Make a movement
• Add texture and depth
• Make a suggestion for a mood or emotion.
• Highlight a particular area of interest
2) Identify the following icons:
a) b) c)

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Answer:
a) Visual hierarchy
b) Whitespace
c) Typography
3) “As a result of the two-way communication mechanism, the encoders and
decoders are also sources.” Explain this statement.
Answer: When transmitting a message, the source functions as an encoder,
and when receiving one, it acts as a decoder. After receiving a message, the
second communication source decodes it, generates feedback, encodes it, and
transmits it back to the first source.
4) Define layout design.
Answer: Layout design is the process of arranging visual components on a
page, such as text, photos, and shapes. Layout design is essential for any
project that uses eye-catching graphics to convey a message for example,
magazine layouts, website design, and commercials.
5) What is feedback? Why is feedback important?
Answer: Feedback is the message that is delivered back to the sender in
response to the information that was received.
Feedback is critical to good communication because it allows the sender to
ensure that their message was heard and received correctly, and to adjust their
communication strategy as needed.
 6) Name 5 types of communication channels.
Answer: Types of communication channels:
• Phone calls
• Virtual Meetings
• Email
• Social Media
• Websites
7) What is a line? What is the importance of using lines in your layout design?
Answer: A line is the connection between two locations in space. Lines,
whether horizontal, diagonal, or vertical, can help direct the attention to a
certain place in your composition. They can also be used to define sections or
visual aspects of your layout.
8) How can culture influence communication?
Answer: Culture is a crucial component that can influence communication,
especially when people from various cultural origins communicate with one
another. For example, showing a thumb may imply ‘excellent job’ to some but
may be offensive to others.
9) How does contrast affect the design of a publication?
Answer: Contrast is utilized in conjunction with alignment and balance to
make your design stand out. Combining contrasting design components such
as colours or different types of typography aids in the fusion of multiple styles
and moods to create an original, distinct product.
10) What is hierarchy of information? Which aspects should be considered to
depict proper hierarchy of information?
Answer: Hierarchy of information is the order of relevance of information in a
publication. Aspects to be considered: typography, colour contrast, weight,
grouping and proximity.

IV. Long answer type questions

1) Explain the following:
a) Message
b) Channel
c) Text in Layout Design
Answer: Message: During an interactive communication process, the message is
the information that is sent and received. Every communication model requires a
message.
Channel: A channel is the medium of communication through which both sources
transmit messages. It is an important aspect of delivering a sender’s message. In-
person talks, phone calls, and text messages are examples of channels.
Text: In layout design, text blocks comprise headlines, subheadings, headers,
footers, and paragraphs. Text will also incorporate menus and buttons in web
design.

2) Explain any 3 factors which affect communication.

Answer: Factors which affect communication are:
• Prejudices – Stereotypical assumptions or fixed attitudes, such as "No
one in my class listens to me," may prevent a student from openly
communicating in class.
 • Environment - Noise or disruption in the environment might make
conversation harder.
• Personal factors - Communication may be challenging due to your own
sentiments, habits, and ways of thinking (for example, fear, poor
confidence).

3) List few points to consider while creating a layout design.

Answer:
• The design should match with the content and audience
• Use templates to create great and balanced designs
• Use visual contrast to catch your audience’s attention
• Use typography as per your brand’s image
• Use white space to create a minimalistic view
• Experiment with the design principles and rules

4) Describe the three different types of layouts.

Answer: There are three types of layouts: Text Dominant, Image Dominant,
Image and Text.
▪ Text Dominant: If there is too much or too large text, it will have to be
text dominated. However, from a layout standpoint, the headline could
be utilized in large display fonts, taking up more space to make it stand
out.
▪ Image Dominant: These layouts are frequently found in our
newspapers and magazines, where a photo of a celebrity takes centre
stage or a product is exhibited in all its grandeur, as in most automotive
commercials.
▪ Image and Text: In these layouts, image and text are incorporated in
equal measure and are given equal prominence.

5) Does selection of fonts affect the layout? Give reasons.

Answer: Different typefaces communicate different emotions: serif fonts may
inspire tradition and elegance, whilst sans-serif fonts are considered as modern
and clean. The size and arrangement of text can direct the reader’s attention by
emphasizing crucial topics or directing the eye all over a layout.

V. Competency based questions

1) Identify the layout design principles used in the following image:

Save the Date

For the marriage of

Ishan and namIta

Zion Banquet Hall
6 January, 2024
 Answer: Principles used: Alignment, Typography, Hierarchy of Information.

2) Answer the following questions based on the following:

a) Both A and R are true and R is the correct explanation of A
b) Both A and R are true and R is not the correct explanation of A
c) A is true but R is false.
d) A is False but R is true.

i) Assertion: Typography is an essential component of publishing design.

Reason: The selection of fonts, sizes, and spacing in typography has an important
role and it helps to create a visually appealing and well-organized layout.
Answer: A

ii) Assertion: Understanding the target audience is essential in publication design.

Reason: Designing for a broad audience without considering specific preferences
ensures that the publication will be universally appealing and successful.
Answer: C

Unsolved Questions

I. Multiple Choice Questions

1) Which of the following is NOT a type of layout:
(a) Text Dominant (b) Graphic Dominant
(c ) Image Dominant (d) Image and Text
2) A _____ grid uses geometric shapes of the same size arranged in a specific
order.
(a) baseline (b) hierarchical
(c ) column (d) modular
3) After receiving a message, the second communication source _____ it
(a) encrypts (b) stores
(c ) decodes (d) protects
4) Examples of design hierarchy include
1. Contrast 2. Grouping
3. Page border 4. Typography

(a) 1-2-3 (b) 2-3-4

(c ) 1-3-4 (d) 1-2-4
5) _____ whether horizontal, diagonal, or vertical, can help direct the attention to
a certain place in your composition.
(a) Lines (b) Images
(c ) Space (d) Typography
6) In these layouts, image and text are incorporated in equal measure and are
given equal prominence.
(a) Text Dominant (b) Graphic Dominant
(c ) Image Dominant (d) Image and Text
7) Noise or disruption in the environment might make conversation _______.
(a) Easy (b) manageable
(c ) harder (d) effective
 8) The way a designer arranges the many parts of their design in relation to one
another is referred to as _______.
(a) Alignment (b) visual hierarchy
(c ) contrast (d) balance
9) Using appearance to judge people or situations is called _____.
(a) Perception (b) Prejudice
(c ) challenge (d) visual perception
10) During an ______ communication process, the message is the information that
is sent and received.
(a) extracurricular (b) interactive
(c ) internal (d) external

II. Fill in the blanks

1) A ______ is the arrangement of text and graphics on a particular surface area.
2) Publication design can include everything from single-page ________ to
multi-page magazines
3) Effective communication is critical for establishing and maintaining _____
personal and professional connections.
4) Every communication model requires a ______.
5) Culture is a crucial component that can influence_______, especially when
people from various cultural origins communicate with one another.

III. Short answer type questions

1) Why is alignment used in layout design?
2) Briefly explain the three types of shapes.
3) List 2 areas where Image and Text layout is used.
4) Define the following:
(a) Proximity
(b) Channel
(c) Layout
5) List three examples of publication design.

IV. Long answer type questions

1) List five communication channels.
2) What do you understand by encoding and decoding in the context of
communication?
3) What is the purpose of hierarchy of information?
4) What is meant by publication design?
5) Draw the interactive model of communication.

V. Competency based questions

1) We must be careful of the messages we transmit and how they may be
interpreted by others. We must also be prepared to hear and respond to the
messages we receive. What are ‘we’ called in context of communication?
2) Which model of communication is represented in the above paragraph?
3) Study the following and answer the questions that follow:
Case Study: Miscommunication on Mars - The Case of the Beagle 2 Lander
The Beagle 2 lander was part of the European Space Agency's Mars Express mission in 2003.
This ambitious project aimed to search for signs of life on the Martian surface. However,
upon landing, communication with Beagle 2 was lost, and the mission was ultimately deemed
a failure.
What Went Wrong?
Several communication breakdowns played a role in the Beagle 2 failure:
• Unclear Objectives: There was ambiguity regarding the lander's primary function.
Was it solely for scientific exploration, or was there a secondary objective of
deploying a robotic arm? This lack of clarity led to engineering decisions that
impacted the lander's communication capabilities.
• Technical Miscommunication: Engineers designing the lander's antenna system
reportedly weren't fully informed about the deployment constraints on the Martian
surface. This resulted in an antenna design that may not have been able to properly
transmit data.
• Delayed Feedback: Testing of the lander's communication system was reportedly
rushed due to schedule constraints. This limited opportunities to identify and rectify
potential issues before launch.
• Communication Breakdown Between Teams: There seemed to be a lack of clear
communication channels between the engineering teams responsible for the lander
and the mission control team tasked with receiving signals.
The Impact:
The loss of communication with Beagle 2 meant the scientific goals of the lander were never
achieved. The mission's failure also damaged public and international confidence in European
space exploration efforts.
(Sources:
• European Space Agency
(ESA): https://www.esa.int/Science_Exploration/Space_Science/Mars_Express/Possible_
evidence_found_for_Beagle_2_location
• NASA Solar System Exploration: https://solarsystem.nasa.gov/internal_resources/1034/
• Space.com: https://en.wikipedia.org/wiki/Beagle_2)

1) How could clearer communication between different teams have prevented the Beagle
2 failure?
2) What communication strategies could have ensured proper testing and a more robust
communication system for the lander?
Lab Activity

Activity 1
Assume you are a new designer. Create a logo for your brand, along with a business card.
Since you will be your first client, you should be aware of what you need and what to ask for.
Prioritize your needs, your vision, and the audience you wish to reach with your brand, for
instance.
Activity 2 [DT Handbook]
Identify the source, message, code, context and receiver in the following channels of
communication:
A. Newspaper article
B. Poster on the notice board
C. Film poster
D. Advertisement page in a magazine
E. A comic book
F. Page in a textbook
G. Website
H. WhatsApp or email

Make a chart of your analysis in a table format with the channel on vertical axis and the
factors for communication on the horizontal axis:
1. Identify the Source ‐ who has sent the message – Newspaper agency, NGO, School,
etc.
2. What is the message or content ‐ summary of the information conveyed
3. What is the Channel or Media ‐ spoken words, TV, Poster, Newspaper, book, etc.
4. What is the Code – Is it text, images, cartoons, etc.
5. What is the context - Political, Entertainment, etc.
6. Identify the receiver – who is the reader

Add On Task: Make the above table in Excel. Format it with different colours.

Activity 3

Kenya, Ethiopia, and Somalia are all affected by the Horn of Africa drought. With an
estimated 43,000 deaths in Somalia in 2022, the rainy season of 2022 was the driest in
almost 40 years. As of 2023, the area is expected to experience a sixth unsuccessful wet
season.

Create an illustrated postcard using Canva to collect food items for drought affected areas of
Africa. Your postcard should be able to highlight the plight of drought victims as well as raise
a voice to save food for the underprivileged African communities.