iMPleMenting a design
strategy
part 1: print
ppa 2009 annual convention
february 28, 2009

iMPleMenting a design
strategy
part 1: print
identity + structure + navigation + package
ppa 2009 annual convention 02.28

implementing a design str ategy: print
identity:
it’s more than Just a logo
logo + typography + color + imagery
ppa 2009 annual convention 02.28

implementing a design str ategy: print
identity:
it DOES begin with the logo
catch reader’s attention.
n
embody editorial direction & personality.
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“speak” to your audience.
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ppa 2009 annual convention 02.28

implementing a design str ategy: print
ategy
identity: logotyPe
Title
Cookie
ppa 2009 annual convention 02.28

implementing a design str ategy: print
ategy
identity: logotyPe
Title
Sacramento Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
identity:
the importance of
typography
enhance your brand.
n
give editorial a voice.
n
less is more.
n
ppa 2009 annual convention 02.28

implementing a design str ategy: print
identity: tyPograPHy
Parents
ppa 2009 annual convention 02.28

implementing a design str ategy: print
identity: tyPograPHy
Atlanta Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
identity:
bringing color to the page
consistency helps reinforce brand.
n
unify editorial content.
n
distinguish content & sections.
n
ppa 2009 annual convention 02.28

implementing a design str ategy: print
identity: color Palette
Wondertime
ppa 2009 annual convention 02.28

implementing a design str ategy: print
identity: color Palette
Sacramento Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
identity:
an image says 1000 words...
crucial part of the identity equation.
n
stock, candid, concept: which are you?
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don’t forget illustration!
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ppa 2009 annual convention 02.28

implementing a design str ategy: print
identity: iMagery
Lowcountry Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
identity: iMagery
Atlanta Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
identity: iMagery
Melbourne’s Child
ppa 2009 annual convention 02.28

implementing a design str ategy: print
structure:
creating the foundation
grid + hierarchy + edit & ad + pagination
ppa 2009 annual convention 02.28

implementing a design str ategy: print
structure:
the beauty of the grid
bring structure to the page & publication.
n
helps designer organiZe content.
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should create fleXibility, not limit it.
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ppa 2009 annual convention 02.28

implementing a design str ategy: print
structure: grid
Wondertime
ppa 2009 annual convention 02.28

implementing a design str ategy: print
structure: grid
Central Penn Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
structure:
the ins (and outs)of hierarchy
capture your reader.
n
guide your reader.
n
ppa 2009 annual convention 02.28

implementing a design str ategy: print
structure: HierarcHy
Parents
ppa 2009 annual convention 02.28

implementing a design str ategy: print
structure: HierarcHy
Atlanta Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
structure:
those pesky advertisements
distinguish edit from ad content.
n
maintain order: group fractionals.
n
ppa 2009 annual convention 02.28

implementing a design str ategy: print
structure: edit & ad
Atlanta Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
structure:
paginating for eXperience
allows for different eXperiences.
n
create different levels of engagement.
n
ppa 2009 annual convention 02.28

implementing a design str ategy: print
structure: Pagination
Southwest Florida
Parent & Child
ppa 2009 annual convention 02.28

implementing a design str ategy: print
structure: Pagination
Southwest Florida
Parent & Child
ppa 2009 annual convention 02.28

implementing a design str ategy: print
structure: Pagination
Southwest Florida
Parent & Child
ppa 2009 annual convention 02.28

implementing a design str ategy: print
structure: Pagination
Southwest Florida
Parent & Child
ppa 2009 annual convention 02.28

implementing a design str ategy: print
structure: Pagination
Southwest Florida
Parent & Child
ppa 2009 annual convention 02.28

implementing a design str ategy: print
navigation:
design for busy readers
contents page + page headers +
entry points + folios
ppa 2009 annual convention 02.28

implementing a design str ategy: print
navigation:
first stop: the contents page
the “sitemap” for the print eXperience.
n
make it work for your audience.
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should reflect the organiZation of content.
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ppa 2009 annual convention 02.28

implementing a design str ategy: print
navigation: contents Page
Parents
ppa 2009 annual convention 02.28

implementing a design str ategy: print
navigation: contents Page
Parents
ppa 2009 annual convention 02.28

implementing a design str ategy: print
navigation: contents Page
Central Penn Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
navigation: contents Page
Southwest Florida
Parent & Child
ppa 2009 annual convention 02.28

implementing a design str ategy: print
navigation:
page headers as “street signs”
design for the “skimmer.”
n
allow for quick, easy access.
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let your reader know where they are.
n
ppa 2009 annual convention 02.28

implementing a design str ategy: print
navigation: Page Headers
Cookie
ppa 2009 annual convention 02.28

implementing a design str ategy: print
navigation: Page Headers
Cookie
ppa 2009 annual convention 02.28

implementing a design str ategy: print
navigation: Page Headers
Cookie
ppa 2009 annual convention 02.28

implementing a design str ategy: print
navigation: Page Headers
Central Penn Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
navigation: Page Headers
Central Penn Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
navigation:
creating entry points
design for the “skimmer.”
n
creates levels of editorial.
n
connect your reader to more information.
n
ppa 2009 annual convention 02.28

implementing a design str ategy: print
navigation: entry Points
Parents
ppa 2009 annual convention 02.28

implementing a design str ategy: print
navigation: entry Points
Upstate Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
navigation:
that last little thing: the folio
basic tool of print.
n
let your readers know where to go .
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design, Just don’t over design.
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ppa 2009 annual convention 02.28

implementing a design str ategy: print
navigation: folios
Cookie
ppa 2009 annual convention 02.28

implementing a design str ategy: print
navigation: folios
Austin Family
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package:
final thoughts
cover + color + typography + imagery +
graphic details + the basics: scale + white space
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package:
the cover
the basics: composition, type & image.
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think about location: your community.
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keep it simple.
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make it stand out.
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ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: cover
Columbus Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: cover
Central Penn Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: cover
Sacramento Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: cover
Melbourne’s Child
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: cover
Charlotte Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package:
bring color to the page
be playful, but thoughtful.
n
use it, Just don’t overuse it.
n
consider it as a navigational element.
n
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: color
Wondertime
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: color
Sacramento Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: color
Atlanta Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: color
Baton Rouge Parents
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package:
the beauty of typography
visually translate editorial.
n
consider type as a design element.
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a little type can go a long way.
n
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: tyPograPHy
Wondertime
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: tyPograPHy
Cookie
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: tyPograPHy
Southwest Florida
Parent & Child
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package:
the power of image (and word)
find, or assign, unique imagery .
n
combine image & teXt for meaning.
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don’t let budgets restrict creativity.
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use illustration .
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ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: iMagery
Cookie
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: iMagery
Central Penn Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: iMagery
Parenting New Hampshire
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: iMagery
Sacramento Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: iMagery
Parents
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: iMagery
Parents
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: iMagery
Coulee Parenting Connection
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package:
designing with graphic details
use rules and elements to add structure.
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include details to add playfulness.
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but remember, less is more.
n
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: graPHic details
Parents
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: graPHic details
Central Penn Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: graPHic details
Wondertime
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: graPHic details
Baton Rouge Parents
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: graPHic details
Sacramento Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package:
back to basics: scale
vary siZes of images and length of articles.
n
create energy and hierarchy.
n
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: scale
Cookie
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: scale
Charlotte Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: scale
Montreal Families
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package:
back to basics: white space
Jamming content in makes it less readable.
n
open space=breathing space.
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negative space is a good thing.
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ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: WHite sPace
Wondertime
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: WHite sPace
Southwest Florida
Parent & Child
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: WHite sPace
Sacramento Parent
ppa 2009 annual convention 02.28

implementing a design str ategy: print
Package: WHite sPace
Melbourne’s Child
ppa 2009 annual convention 02.28