Publication Design Chapter 08


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Publication Design Chapter 08

  1. 1. Chapter Eight: Design Principles at Work
  2. 2. <ul><li>Objectives </li></ul><ul><li>See how principles presented and discussed are applied to professional examples. </li></ul><ul><li>Understand how a publication’s communication goals and audience affect its design. </li></ul><ul><li>Learn about similarities and differences among different types of publications. </li></ul><ul><li>See how content and purpose drive a publication’s design. </li></ul>
  3. 3. <ul><li>Magazines </li></ul><ul><ul><ul><li>Published with regularity on an ongoing basis. </li></ul></ul></ul><ul><ul><ul><li>Often directed at a narrow demographic, special interest, or trade. </li></ul></ul></ul><ul><ul><ul><li>Features include cover, table of contents, masthead, department and feature pages. </li></ul></ul></ul>
  4. 4. <ul><li>Cover Design </li></ul><ul><li>HOW is a trade magazine for graphic designers. Its cover connects with its audience with its innovative logo treatment and illustration. </li></ul>
  5. 5. <ul><li>Table of Contents </li></ul><ul><li>A graphic theme is established in the table of contents where four squares represent the process colors. </li></ul>
  6. 6. <ul><li>Department Pages </li></ul><ul><li>Airy layouts with lots of white space help readers differentiate HOW’s editorial pages from advertising. </li></ul>
  7. 7. <ul><li>Color Palette </li></ul><ul><li>To support HOW ’s mission of providing design and production information, the magazine’s color palette emphasizes and works harmoniously with the four process colors. </li></ul>
  8. 8. <ul><li>Feature Pages </li></ul><ul><li>Outlined imagery and a flexible, five-column grid allows for playful, creative layouts. </li></ul>
  9. 9. <ul><li>Newspapers </li></ul><ul><ul><ul><li>Published with regularity on an ongoing basis. </li></ul></ul></ul><ul><ul><ul><li>Broad audience of national or regional readers. </li></ul></ul></ul><ul><ul><ul><li>Designed to be read and thrown away. </li></ul></ul></ul><ul><ul><ul><li>Organized by sections. </li></ul></ul></ul>
  10. 10. <ul><li>Front Page Design </li></ul><ul><li>The Miami Herald serves greater Miami Florida. Its reader-friendly design features a navigation bar on its front page so that reader’s have an overview of each issue’s highlights. </li></ul>
  11. 11. Smart Boxes • A “Smart Box” provides supplementary information for many feature articles.
  12. 12. <ul><li>Highlights Section </li></ul><ul><li>A special section, the “5 minute herald,” accommodates readers who like to skim by providing briefs of each section’s top stories. </li></ul>
  13. 13. <ul><li>Newsletters </li></ul><ul><ul><ul><li>Issued on a regular basis. </li></ul></ul></ul><ul><ul><ul><li>Incorporate aspects seen in newspapers and magazines. </li></ul></ul></ul><ul><ul><ul><li>Fewer number of pages than magazines and newspapers. </li></ul></ul></ul><ul><ul><ul><li>Smaller audience, narrower distribution than magazines and newspapers. </li></ul></ul></ul>
  14. 14. <ul><li>Cover Design </li></ul><ul><li>Why is a company newsletter for Fidelity Investments. It’s audience is 25-35-year-old employees. Why depicts an edgy sensibility that makes an immediate connection with its audience. </li></ul>
  15. 15. <ul><li>Interior Design </li></ul><ul><li>Close crops of photographs of employees puts the focus on human interaction. Pull quotes and subheads create points of entry in large areas of text. </li></ul>
  16. 16. <ul><li>Image Treatment </li></ul><ul><li>Digital layering and manipulation of photographs of Fidelity employees creates a sense of blurred activity -- people working quickly and efficiently. </li></ul>
  17. 17. <ul><li>Book Design </li></ul><ul><ul><ul><li>Covers need to communicate in an instant what reading experience </li></ul></ul></ul><ul><ul><ul><li>is like. </li></ul></ul></ul><ul><ul><ul><li>Layout needs to support book’s content and purpose. </li></ul></ul></ul><ul><ul><ul><li>Pages following cover include title page, table of contents, and prologue. </li></ul></ul></ul>
  18. 18. <ul><li>Front Cover Design </li></ul><ul><li>The Little Friend is a murder mystery novel by an established author. It’s cover communicates a sense of apprehension and supports its title with an image of a child mannequin with a worried look. </li></ul>
  19. 19. <ul><li>Back Cover and Spine </li></ul><ul><li>The mannequin image continues around the spine and onto the back cover </li></ul>
  20. 20. Title Page • A crop on the mannequin’s eyes serves as a backdrop for the book’s title page and reinforces the reader’s sense that they can never escape the mannequin’s watchful eyes.
  21. 21. <ul><li>Interior Pages </li></ul><ul><li>Page layout for most novels is based on a single column or linear reading. For The Little Friend, pages were designed with reader comfort in mind. Margins are wide enough to allow readers to hold the book without covering text with their fingers. </li></ul>
  22. 22. <ul><li>Annual Reports </li></ul><ul><ul><ul><li>Gives shareholders and supporters an idea of how a company has performed. </li></ul></ul></ul><ul><ul><ul><li>A federal requirement of corporations that are publicly owned. </li></ul></ul></ul><ul><ul><ul><li>Issued annually at the end of each fiscal year. </li></ul></ul></ul><ul><ul><ul><li>Include data on corporate sales and profits as well as stock value. </li></ul></ul></ul>
  23. 23. <ul><li>Cover Design </li></ul><ul><li>Fossil is best known for FOSSIL brand watches. Because fashion and “retro” looks play an important role in Fossil’s mission, its annual report design needs to reflect youthful fashion trends. Fossil’s 2002 annual report captures this sensibility with an evocative look from the ‘70s. </li></ul>
  24. 24. <ul><li>Financial Information </li></ul><ul><li>Charts make financial information more interesting. The color palette established on the annual report’s cover is used on the charts and as a unifying element for all of its pages. </li></ul>
  25. 25. <ul><li>Letter to Stockholders </li></ul><ul><li>A letter to stockholders from the company CEO is a standard part of most annual reports. The use of pattern and layered imagery ties this page in with other annual report pages. </li></ul>
  26. 26. <ul><li>Promotional Literature </li></ul><ul><ul><ul><li>Raises awareness and interest in the minds of readers. </li></ul></ul></ul><ul><ul><ul><li>Goal is to create a strong impression on an emotional and psychological level. </li></ul></ul></ul><ul><ul><ul><li>More design freedom and flexibility than most other types of publications. </li></ul></ul></ul>
  27. 27. <ul><li>Cover Design </li></ul><ul><li>Living Proof , is a pictorial essay celebrating Cher’s Farewell Concert Tour. </li></ul>
  28. 28. <ul><li>Pictorial Essay </li></ul><ul><li>The tour book pays tribute to Cher’s incredible career by focusing on each decade of it. The journey through time starts with the 1960s where photographs and graphic treatments capture the sensibility of that era. </li></ul>
  29. 29. <ul><li>Unifying Elements </li></ul><ul><li>Although the typography, color and stylistic treatments vary from one page to the next, the repetition of geometric shapes and silhouetted photographs help to unify the spreads. </li></ul>
  30. 30. <ul><li>Summary </li></ul><ul><ul><ul><li>Magazines are published regularly and usually target a specific demographic or area of interest. </li></ul></ul></ul><ul><ul><ul><li>Newspapers are published regularly and target a broad audience. </li></ul></ul></ul><ul><ul><ul><li>Newsletters are similar to magazines and newspapers but are produced on a smaller scale. </li></ul></ul></ul><ul><ul><ul><li>Book design often places the most emphasis on the cover design. </li></ul></ul></ul><ul><ul><ul><li>Annual reports are published to give shareholders and financial backers information on a company’s performance. </li></ul></ul></ul><ul><ul><ul><li>Promotional literature creates interest and awareness among readers. </li></ul></ul></ul>