Design: A Tool for Making       Things Clear  Visuals, Photography          Warren Watson      Arizona State University   ...
Why Design?•   “Design is a tool to make things clear. It is    a lubricant for ideas. Poor design is like    crackling st...
The Role of the Designer“Role of the designeris to get the reader tothe first paragraph.”         -- Edwin Taylor
Poor Design: ‘Crackling static’
Color: More Than Drapery
Wright Stuff“100 years ago today, nearKitty Hawk, NC, Wilbur andOrville Wright changed thecourse of history with thefirst ...
Practicing Journalism Whole“Competing for the news will require us topractice journalism whole. It means thateditors will ...
Whole     JournalismHeads,photos,graphicsworkinginunison
Photos to connotereality; graphics,stories, cutlines toexplain information
Using all the Tools•   Subject overline•   Photo and caption•   Headline•   Explainer headline•   Editor’s note•   Nugget ...
Anatomy of a Good News Page>   Strong center of        <   Subhead helps    visual impact               tell the story>   ...
Getting the Reader to the 1st Graph* Stronghead withactive verb* Mapshowingepicenter* Brief factsabout quakeover head* Inf...
Anatomy of a Good Feature Page>   Strong center          <   Appropriate>   of impact                  white space>   Clev...
1890: Evolving Toward Today
1912-37: Getting Visual
1945: Experimenting with        Design
The Modern Look
Calling Attention     to ItselfIn the‘70s and‘80s,designover-shadowedcontent
USAT Pulls It TogetherNot the first in color,not the first ingraphics, not the firstto package.‘McPaper’ parlaysit all for...
Today: Design Goes   International
Risk-Taking in Asbury Park
Some More Dumb StuffLet’s go retro:show thefireworks in blackand white!
Design Factors: Forms of Visuals                    Photography
Visuals: Info-Graphics
Modest Color   Use
‘Information Anxiety’“Good instruction is built on gooddescription. Words, pictures and numbers-- use the right means to d...
Put It in Understandable Terms•   An acre is 45,568 square feet in area. Easy    to forget? Yes.•   An acre is also roughl...
Visuals:Illustration
Best Practices:Jackson Hole News •   Weekly •   Circ: 8,000 •   Editor: A. Thuermer •   Designer: Dorothy     Jankowsky
Design Pitfalls•   Beware of    overdecorating•   Designer who    had too much    time on her    hands
Simplicity, Simplicity, Simplicity
Design Pitfalls 3) Type is the most important design tool; treat it with respect at all times. And never, as I once did, s...
Design Pitfalls 1) Never do what you’re not capable of doing 2) Devote your time to the important things
Treat Typography with Respect
Pitfalls:    Fractured      Type•   Type’s too    narrow•   Optimum    range: 12-17    picas
More pitfalls: Type Too Wide
Cropping
Packaging ProblemsMisleading association;no, she wasn’t indicted
Beware ofthe Power of Photoshop
Design Tips for Non-Designers•   Communicate expectations often, precisely.•    Learn to speak the language of the graphic...
More Design Tips•   Pay attention to packaging issues.•   Learn about photography. It’s the most    important design tool....
7 Simple Learnings from SND•   Keep it simple•   Let content drive the design•   Take care with the details•   Pay attenti...
Reflecting Your Community•   Maine: A nameplate    that evokes a city•   San Diego: A deep    history of a region
Reflecting Community (more)
Walla Walla: ‘Whassup!!!!’             “The community             newspaper with             absolutely no desire to      ...
Visuals:Infographics A photo or illustration combined with artwork to tell a story, explain com- plicated matter or graph ...
Basic design
Basic design
Basic design
Basic design
Basic design
Basic design
Basic design
Basic design
Basic design
Basic design
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Basic design

  1. 1. Design: A Tool for Making Things Clear Visuals, Photography Warren Watson Arizona State University 2012
  2. 2. Why Design?• “Design is a tool to make things clear. It is a lubricant for ideas. Poor design is like crackling static on the radio.” -- Jan White, author, teacher (1988)• “Why design? It’s simple. We’re in a vicious fistfight for people’s eyeballs -- David Fowler, art director (1994)
  3. 3. The Role of the Designer“Role of the designeris to get the reader tothe first paragraph.” -- Edwin Taylor
  4. 4. Poor Design: ‘Crackling static’
  5. 5. Color: More Than Drapery
  6. 6. Wright Stuff“100 years ago today, nearKitty Hawk, NC, Wilbur andOrville Wright changed thecourse of history with thefirst power-driven, heavier-than-air machine in whichhumans achieved free,controlled and sustainedflight. One witness, a youngboy, ran into town, yelling,“They done it, they done it …Damned if they ain’t flew.”
  7. 7. Practicing Journalism Whole“Competing for the news will require us topractice journalism whole. It means thateditors will widen the view of their work, sothat words, illustrations and page designare thought of us as one, not apart, andhandled whole.” --Gene Patterson, former editor and publisher, St. Petersburg Times (1988)
  8. 8. Whole JournalismHeads,photos,graphicsworkinginunison
  9. 9. Photos to connotereality; graphics,stories, cutlines toexplain information
  10. 10. Using all the Tools• Subject overline• Photo and caption• Headline• Explainer headline• Editor’s note• Nugget or glance box
  11. 11. Anatomy of a Good News Page> Strong center of < Subhead helps visual impact tell the story> Dramatic layout < Refers tell befits the news what’s inside> Strong < And of course: secondary art A great photo!> Highlights box layers the news
  12. 12. Getting the Reader to the 1st Graph* Stronghead withactive verb* Mapshowingepicenter* Brief factsabout quakeover head* Infographic* Subheadtells more ofstory
  13. 13. Anatomy of a Good Feature Page> Strong center < Appropriate> of impact white space> Clever head < Accessory color use> Strong secondary art < Contrast in> Good sizes of proportion of heads, heads to text photos
  14. 14. 1890: Evolving Toward Today
  15. 15. 1912-37: Getting Visual
  16. 16. 1945: Experimenting with Design
  17. 17. The Modern Look
  18. 18. Calling Attention to ItselfIn the‘70s and‘80s,designover-shadowedcontent
  19. 19. USAT Pulls It TogetherNot the first in color,not the first ingraphics, not the firstto package.‘McPaper’ parlaysit all for first time.
  20. 20. Today: Design Goes International
  21. 21. Risk-Taking in Asbury Park
  22. 22. Some More Dumb StuffLet’s go retro:show thefireworks in blackand white!
  23. 23. Design Factors: Forms of Visuals Photography
  24. 24. Visuals: Info-Graphics
  25. 25. Modest Color Use
  26. 26. ‘Information Anxiety’“Good instruction is built on gooddescription. Words, pictures and numbers-- use the right means to describe yourends. Learning is remembering what you’reinterested in.” -- Richard Wurman (1990) in book of the same name
  27. 27. Put It in Understandable Terms• An acre is 45,568 square feet in area. Easy to forget? Yes.• An acre is also roughly the size of a football field without the end zones• This is a cure for information anxiety!
  28. 28. Visuals:Illustration
  29. 29. Best Practices:Jackson Hole News • Weekly • Circ: 8,000 • Editor: A. Thuermer • Designer: Dorothy Jankowsky
  30. 30. Design Pitfalls• Beware of overdecorating• Designer who had too much time on her hands
  31. 31. Simplicity, Simplicity, Simplicity
  32. 32. Design Pitfalls 3) Type is the most important design tool; treat it with respect at all times. And never, as I once did, screen the nameplate
  33. 33. Design Pitfalls 1) Never do what you’re not capable of doing 2) Devote your time to the important things
  34. 34. Treat Typography with Respect
  35. 35. Pitfalls: Fractured Type• Type’s too narrow• Optimum range: 12-17 picas
  36. 36. More pitfalls: Type Too Wide
  37. 37. Cropping
  38. 38. Packaging ProblemsMisleading association;no, she wasn’t indicted
  39. 39. Beware ofthe Power of Photoshop
  40. 40. Design Tips for Non-Designers• Communicate expectations often, precisely.• Learn to speak the language of the graphics and design staff. They are specialists too.• Insist on excellence.• Don’t judge what you’re not trained to judge.• Focus on the big stuff! (more)
  41. 41. More Design Tips• Pay attention to packaging issues.• Learn about photography. It’s the most important design tool. Learn the language of excellence.• Practice journalism whole. Graphics, photos, captions and headlines are information forms too.
  42. 42. 7 Simple Learnings from SND• Keep it simple• Let content drive the design• Take care with the details• Pay attention to the words as well• Think like, not for, the reader• Treat typography with respect• Reflect your community
  43. 43. Reflecting Your Community• Maine: A nameplate that evokes a city• San Diego: A deep history of a region
  44. 44. Reflecting Community (more)
  45. 45. Walla Walla: ‘Whassup!!!!’ “The community newspaper with absolutely no desire to look like USA Today.”
  46. 46. Visuals:Infographics A photo or illustration combined with artwork to tell a story, explain com- plicated matter or graph trends, numbers

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