l  Modular l  Total/Single  Theme l   Grid Functional Design In functional design, the page is made up according to no set pattern. It is based on presenting the day’s news in the way that will be most appealing and convenient to the reader. The vertical line, diagonal line, circular or horizontal   line   could   be   the   type   of   line   used   in fictional design. In this type of makeup, the lead story is placed in the upper left-hand corner. Functional design always lets the news dictate the layout   and   is   characterized   by   very   few   banner headlines. It often has stories that run over the nameplate and   uses   short   and   floating   nameplates,   kickers, down-style  headlines  and  several  pictures.  Functional design uses no decks on headlines and avoids jumps. (Headlines  and  headline  terminology  will  be  covered  in detail in Chapter 9.) Horizontal Design In horizontal design (fig. 8-25), the page is made up by placing elements on the page so the majority of the elements  present  a  horizontal  display.  In  this  type  of makeup, the lead story is placed in the upper left-hand corner  or  the  upper  right-hand  corner  depending  on which one you use as the final point of the page. Horizontal design provides strong horizontal units with  a  few  vertical  displays  for  contrast.  It  is characterized  by  large  multicolumn  headlines,  large horizontal   pictures,   white   space   and   odd-column measures.  This  format  came  about  as  a  result  of readability studies which indicate that readers estimate their reading time of horizontal copy blocks to be about half that of vertical blocks. Horizontal   modules   of   headlines,   copy,   photo- graphs  and  even  the  flag  give  the  page  a  strong horizontal thrust. Modular Design In   modular   design   (fig.   8-26),   pleasing   blocks (modules)   of   vertical   and   horizontal   rectangles   are combined.   Irregular   story   shapes   are   avoided   to maintain  this  modular  look  An  earmark  of  a  classic modular  format  is  a  strong  vertical  chimney  (a  panel running at least half the depth of the page) on the left or right side of the page. This chimney may contain news 8-34 briefs,  a  complete  story  or  only  a  photograph  and cutline.  Highly  flexible  and  uncluttered,  this  design gives  the  editor  a  wide  range  of  formats  for  visual impact. Total/Single  Theme  Design In  total/single  theme  design,  strong  emphasis  is placed  on  a  single,  important  story  or  issue.  Both emphasize simplicity with strong visual impact. The  total  page  design  may  contain  a  large photograph (or line art) covering the entire area, a single story   and   photograph,   or   a   billboard   (dominant photograph with page reefers to major stories). The  single  theme  page  design  is  essentially  similar, but normally does not contain stories or reefers. If you use this design strategy, make sure you stick with the theme and develop it on subsequent pages. You might have a single-page feature, two or three major stories about  various  aspects  of  the  theme  throughout  the newspaper, a photo feature or any combination of these elements. Figure  8-27  shows  an  example  of  a  total  design, while figure 8-28 shows a single-theme design. Grid  Design The  grid  design  (fig.  8-29)  consists  of  a  page  of modules of varying sizes with the grid lines formed by the spaces between columns and the spaces separating stories. A  grid  design  is  a  pattern  of  intersecting  lines, forming  rectangles  of  various  shapes  and  sizes.  The objective  of  this  concept  is  to  take  advantage  of contemporary artistic principles to give a page the “now look”   found   in   today’s   magazines.   Lacking   the flexibility of other patterns, the grid design cannot be combined with other makeups but must stand alone as a single unit. Its intersecting lines are highly structured and  carefully  placed  to  divide  a  newspaper  page  into clean-cut, simple-appearing modules whose total effect is contemporary. Stories are squared off and designed into  vertical  or  horizontal  shapes  with  the  division  of space on the page always arranged in unequal portions. The page might be divided (from left to right) into two and four columns or one and five columns, but never three and three. The top of the page is never top heavy as is the case in  traditional  designs.  While  story  placement  is  still based  on  the  importance  of  giving  a  particular  story featured  treatment,  the  grid  design  allows  all  other