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Where the Left BrainMeets the Right BrainArtists and Editors inCollaborationDarryl PalmerTracy Bryant
Introduction!     Darryl, UF Editor!     Tracy, UF Designer
Introduction!   Collaborated on a number of projects   !   Brochures, flyers, banners   !   Books, calendars, magazines   !...
Left Brain vs Right Brain!     Right brain: visually, spatially aware!     Left Brain: logically, verbally aware
Hat or Fork?
Left Brain vs Right Brain!     Hat: appearance, visual      association (right brain)!     Fork: function, logical      as...
Left Brain vs Right BrainCultural Cliches!         Right Brain People: artistic, warm, emotional!         Left Brain Peopl...
Left Brain vs Right BrainNew Research Findings!      BOTH right and left brains       involved in thinking!      Each side...
Left Brain vs Right Brain
Left Brain vs Right Brain!     S : cumulative, big picture (right brain)!     F : particular, detailed picture (left brain)
Left Brain vs Right BrainSpeech!        Left: Grammar, word production!        Right: Intonation, emphasis
Left Brain vs Right BrainSpace!       Left: Objects at particular locations!       Right: General sense of space
Left Brain vs Right Brain!     Left Brain, Right Brain work together to      solve problems.!     Editors (left brain) wor...
Table Talk!     Designer, Editor, and Client: Each brings a      particular set of goals and needs to the table.
Table TalkDesign Goals!      Visually appealing,       engaging and well orgainizedDesign Needs!       Design template, vi...
Table TalkEditorial Goals!       Informative, clear, precise, dynamic styleEditorial Needs!       Information, details, no...
Table TalkClient Goals!       Vision, reach audience, maximum bang-for-buckClient Needs!       Effective, efficient use of ...
Table TalkThe Audience!      Audience needs: visuals that attract, writing that       communicates
Filling the Page!     Every publication becomes a battle for space
Filling the Page!     The use of space usually determines the type of      publication!     Books = more text, fewer desig...
Filling the PageAt first meeting with Client, determine:!       Audience!       Purpose/message!       Format (size, use of...
Case Study: Research ReportBackground History!        1999-2006: list of research projects and         pubs. (book format—...
Case Study: Research Report!   Client s vision: showcase interdisciplinary research   !   Audience      !   1) recruiting ...
Case Study: Research Report!     Communication s vision: showcase the world-class      research and show how it affects th...
Case Study: Research Report!   Expectations and Limitations   !   Expectations: fewer stories, simple design and          ...
Case Study: Research Report!   Work process   !   Challenges for Designer      !   Started with layout, not content to get...
Case Study: Research Report!   Work process   !   Challenges for Editor   !   2 phases of editing; Word file and layout
Case Study: Research Report   !   Editing for clarity and simplicity   !   Cut repetitions, jargon, lengthy descriptions &...
Case Study: Research Report!   Working together to finagle content   !   Things designer can do: kerning, scaling, reduce  ...
Case Study: Research Report!   Working together to finagle content   !   Things editor can to do: merging paragraphs and   ...
Case Study: Research Report!   Problems after layout   !   Client requests additional elements   !   Add researcher list  ...
How we use our brains
CollaborationKeeping the left & right brain in balance!         For editors: Seeing the big picture!         For designers...
Conclusion!     Questions
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Where the Left Brain Meets the Right Brain: Artists and Editors in Collaboration

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Presenters: Darryl Palmer and Tracy Bryant – University of Florida Institute of Food and Agricultural Sciences, IFAS Communications

It’s no secret that graphic artists and editors can take very different approaches to the same project. Add your client’s own vision into the mix and you have a prescription for chaos—or a synergy of talents that yields a creative breakthrough. This session will focus on the challenges and inspirations that result when word nerds and design geeks collaborate. We’ll discuss designing for different formats, using words and images to clarify and amplify your message, communicating with clients, writing with design in mind, and other strategies that can lead to effective, award-winning educational resources and promotional materials.

Published in: Education, Health & Medicine
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Where the Left Brain Meets the Right Brain: Artists and Editors in Collaboration

  1. 1. Where the Left BrainMeets the Right BrainArtists and Editors inCollaborationDarryl PalmerTracy Bryant
  2. 2. Introduction!   Darryl, UF Editor!   Tracy, UF Designer
  3. 3. Introduction!   Collaborated on a number of projects !   Brochures, flyers, banners !   Books, calendars, magazines !   Booklets, newsletters
  4. 4. Left Brain vs Right Brain!   Right brain: visually, spatially aware!   Left Brain: logically, verbally aware
  5. 5. Hat or Fork?
  6. 6. Left Brain vs Right Brain!   Hat: appearance, visual association (right brain)!   Fork: function, logical association (left brain)
  7. 7. Left Brain vs Right BrainCultural Cliches!   Right Brain People: artistic, warm, emotional!   Left Brain People: verbal, cold, logical
  8. 8. Left Brain vs Right BrainNew Research Findings!   BOTH right and left brains involved in thinking!   Each side contributes a different approach
  9. 9. Left Brain vs Right Brain
  10. 10. Left Brain vs Right Brain!   S : cumulative, big picture (right brain)!   F : particular, detailed picture (left brain)
  11. 11. Left Brain vs Right BrainSpeech!   Left: Grammar, word production!   Right: Intonation, emphasis
  12. 12. Left Brain vs Right BrainSpace!   Left: Objects at particular locations!   Right: General sense of space
  13. 13. Left Brain vs Right Brain!   Left Brain, Right Brain work together to solve problems.!   Editors (left brain) work with Designers (right brain) to produce publications.
  14. 14. Table Talk!   Designer, Editor, and Client: Each brings a particular set of goals and needs to the table.
  15. 15. Table TalkDesign Goals!   Visually appealing, engaging and well orgainizedDesign Needs!   Design template, visuals, space
  16. 16. Table TalkEditorial Goals!   Informative, clear, precise, dynamic styleEditorial Needs!   Information, details, not concerned with space
  17. 17. Table TalkClient Goals!   Vision, reach audience, maximum bang-for-buckClient Needs!   Effective, efficient use of words and visuals
  18. 18. Table TalkThe Audience!   Audience needs: visuals that attract, writing that communicates
  19. 19. Filling the Page!   Every publication becomes a battle for space
  20. 20. Filling the Page!   The use of space usually determines the type of publication!   Books = more text, fewer design elements!   Pamphlets = less text, more design
  21. 21. Filling the PageAt first meeting with Client, determine:!   Audience!   Purpose/message!   Format (size, use of space)
  22. 22. Case Study: Research ReportBackground History!   1999-2006: list of research projects and pubs. (book format—much text, less design)!   2007-2010: Promotional publication featuring researchers (magazine format, 500+ words, more design)!   2011: Promo pub featuring research (brochure format; 200 words; high design)
  23. 23. Case Study: Research Report!   Client s vision: showcase interdisciplinary research !   Audience !   1) recruiting faculty and students !   2) grant funds, legislature
  24. 24. Case Study: Research Report!   Communication s vision: showcase the world-class research and show how it affects the lives of Floridians!   Not do a fluff piece that only highlights the researchers
  25. 25. Case Study: Research Report!   Expectations and Limitations !   Expectations: fewer stories, simple design and text, focus on results, great imagery !   Limitations: space, original photos
  26. 26. Case Study: Research Report!   Work process !   Challenges for Designer !   Started with layout, not content to get word count for writers !   Working with the photographer
  27. 27. Case Study: Research Report!   Work process !   Challenges for Editor !   2 phases of editing; Word file and layout
  28. 28. Case Study: Research Report !   Editing for clarity and simplicity !   Cut repetitions, jargon, lengthy descriptions & explanations, quotes, narrative !   Leave only gist of research, its significance, institutions involved
  29. 29. Case Study: Research Report!   Working together to finagle content !   Things designer can do: kerning, scaling, reduce image size
  30. 30. Case Study: Research Report!   Working together to finagle content !   Things editor can to do: merging paragraphs and sentences, simplify titles and institutional names, smaller words, cut unnecessary words
  31. 31. Case Study: Research Report!   Problems after layout !   Client requests additional elements !   Add researcher list !   add/change text in articles !   We worked together to adjust text and decrease size of images !   Editor gave examples of how and why text should remain or be changed a specific way
  32. 32. How we use our brains
  33. 33. CollaborationKeeping the left & right brain in balance!   For editors: Seeing the big picture!   For designers: Seeing the details!   Compromise is difficult!   Compromise makes publications the best they can be
  34. 34. Conclusion!   Questions

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