Publication Design Chapter 09


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Publication Design Chapter 09

  1. 1. <ul><li>Chapter Nine: </li></ul><ul><li>Professional Opportunities in Publication Design </li></ul>
  2. 2. <ul><li>Objectives </li></ul><ul><li>Know the qualifications and demands common to most publication design jobs. </li></ul><ul><li>Learn about the differences between specialized areas of publication design. </li></ul><ul><li>Explore the various roles designers can assume in publication design. </li></ul>
  3. 3. <ul><li>General Qualifications for Publication Designers </li></ul><ul><ul><ul><li>An understanding of written language. </li></ul></ul></ul><ul><ul><ul><li>Knowledge of typography and a flair for working with type. </li></ul></ul></ul><ul><ul><ul><li>Ability to work with outside vendors and other creative professionals. </li></ul></ul></ul>
  4. 4. <ul><li>Magazine/Editorial Design </li></ul><ul><ul><ul><li>Magazine designers establish design standards and create style manuals and templates for its cover and pages. </li></ul></ul></ul><ul><ul><ul><li>Implementation of these standards from one issue to the next is handled by design and editorial staff. </li></ul></ul></ul><ul><ul><ul><li>Individuals who oversee the design and production of each issue is usually the creative or art director. </li></ul></ul></ul><ul><ul><ul><li>It helps to have an affinity for or interest in the magazine’s subject matter or audience. </li></ul></ul></ul>
  5. 5. <ul><li>Newspaper Design </li></ul><ul><ul><ul><li>Newspaper designer establish design standards and create a style manual with grids, typography, imagery and other graphic standards for its page design. </li></ul></ul></ul><ul><ul><ul><li>Art directors and designers are typically responsible for the design and layout of each section. </li></ul></ul></ul><ul><ul><ul><li>Design often changes and needs to be adapted as stories develop. </li></ul></ul></ul><ul><ul><ul><li>Newsrooms are fast-paced working environments with tight deadlines. </li></ul></ul></ul>
  6. 6. <ul><li>Book Design </li></ul><ul><ul><ul><li>Involves the design of cover and interior pages. </li></ul></ul></ul><ul><ul><ul><li>Can be broken down into four main market areas: </li></ul></ul></ul><ul><ul><ul><li>1. Children’s Books. </li></ul></ul></ul><ul><ul><ul><li>2. Trade Publications and Textbooks. </li></ul></ul></ul><ul><ul><ul><li>3. Fiction/nonfiction. </li></ul></ul></ul><ul><ul><ul><li>4. Special Interest. </li></ul></ul></ul>
  7. 7. <ul><li>Children’s Books </li></ul><ul><ul><ul><li>Illustrations are a high priority. </li></ul></ul></ul><ul><ul><ul><li>Designers work with illustrators to develop book’s design. </li></ul></ul></ul><ul><ul><ul><li>Designer generally takes responsibility for overall format and cover design. </li></ul></ul></ul>
  8. 8. <ul><li>Trade Publications and Textbooks </li></ul><ul><ul><ul><li>Published for audiences seeking specific information. </li></ul></ul></ul><ul><ul><ul><li>Information needs to be easy to read and accessible. </li></ul></ul></ul><ul><ul><ul><li>Designers take on responsibility for all aspects of design commissioning other creative professionals when needed. </li></ul></ul></ul>
  9. 9. <ul><li>Fiction/Nonfiction </li></ul><ul><ul><ul><li>Publishers of these books are involved in the production and mass marketing of thousands of titles every year. </li></ul></ul></ul><ul><ul><ul><li>Cover design is crucial in a competitive retail environment. </li></ul></ul></ul><ul><ul><ul><li>Interior is text only. </li></ul></ul></ul><ul><ul><ul><li>Cover and interior design are sometimes treated separately and done by different designers. </li></ul></ul></ul><ul><ul><ul><li>Designers work intensively with editors, authors and </li></ul></ul></ul><ul><ul><ul><li>marketing executives. </li></ul></ul></ul><ul><ul><ul><li>Category can be broken down into two market areas: </li></ul></ul></ul><ul><li>1. Trade books – books issued in hardback. </li></ul><ul><ul><ul><li>2. Mass market – paperback books. </li></ul></ul></ul>
  10. 10. <ul><li>Special Interest </li></ul><ul><ul><ul><li>Serves enthusiasts and hobbyists with single-topic books. </li></ul></ul></ul><ul><ul><ul><li>Cover design is crucial in competitive retail environment. </li></ul></ul></ul><ul><ul><ul><li>Interior is usually a mix of text and imagery. </li></ul></ul></ul><ul><ul><ul><li>Designers typically take responsibility for entire design with support from staff or freelancers. </li></ul></ul></ul>
  11. 11. <ul><li>Catalog Design </li></ul><ul><ul><ul><li>Creating consumer desire and interest is similar to </li></ul></ul></ul><ul><ul><ul><li>brand/fashion design. </li></ul></ul></ul><ul><ul><ul><li>Designers work with retail and fashion experts. </li></ul></ul></ul><ul><ul><ul><li>Designers usually work as part of an in-house team . </li></ul></ul></ul>
  12. 12. <ul><li>Summary </li></ul><ul><ul><ul><li>Publication designers should have an understanding of </li></ul></ul></ul><ul><ul><ul><li>written language. </li></ul></ul></ul><ul><ul><ul><li>A knowledge of typography and flair for working with type </li></ul></ul></ul><ul><ul><ul><li>is important. </li></ul></ul></ul><ul><ul><ul><li>Publication design often involves working as part of a team. </li></ul></ul></ul>